The Value of Blogging

Sep 10, 2015 | Social Media/Digital


By Wallis Shamieh, PR & Integrated Media Assistant

Hosting a blog on your website is an important marketing tool for countless reasons. From SEO purposes, to sharing highlights about your community, blogging is a great way to keep your prospects up-to-date, interested, and engaged.

Creating New Content

Regularly adding new content to your website, like blog posts, helps to improve your website’s search engine optimization. Because Google ranks websites with recent content higher than websites with stagnant content, prospects will be more likely to find your website when they are searching for you, or services like yours.

To further help your SEO, you’ll want to consider writing about topics that your prospects are searching for. This can include blogs that answer frequently asked questions. Perhaps a prospect wants to know about contract options for senior living. If you post a blog that explains your community’s contract options, not only will your SEO be improved with newer content, but it will also be ranked higher because the prospect is searching for key words that exist within the new content. When brainstorming blog topics, you’ll want to keep in mind to write about topics your prospects are searching for.

Other topics you may want to consider include FAQ blogs, floor plan features, photo essays, resident or staff features, community organization features, or other aspects of your community that you want to highlight. Floor plan blogs are particularly popular, and offer an inside look into the apartment homes of the community.

Prospect Engagement

Maintaining a blog also increases engagement among prospects and the community. If you opt to include a comment section, users can comment on the blogs and begin a conversation. Replying to blog comments can give prospects additional information they are looking for.

Fresh blog content can be used in newsletters and social media pages too, which redirects prospects back to your website. Featuring blogs in the newsletter and on social media reminds prospects that new content has been added, and that they should check back to the blog.

You can also link to other resources, other parts of the websites, and other blogs as well. If you refer to a specific resource, add a hyperlink to this resource. If you have a landing page on your website that includes more information on the particular blog topic, you can link to this page in the blog.


Each blog post is an opportunity to share with others what your community is all about. It offers a personalized voice to let them know who you are as a community, and what aspects of your community are unique to you. It lets prospects learn about your brand.

Whether you are religiously affiliated, focus on the environment, or value lifelong learning, you can show this in your blog. Posts are an effective way to influence how prospects view the community, and for them to learn about what is important to you.

Start your organization’s blog today to highlight what makes your community unique, and show prospects that you have something to offer that can’t be found anywhere else.

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