As marketers, we thrive on creating “content” for people to consume. In our case, it’s seniors and their families. But how often do you give your audience the content they really want and need?
To create compelling messaging and storytelling opportunities, it’s important to first get into your consumers’ minds, understand who they are, and what they expect out of your relationship.
What Kinds of Content Should Senior Living Communities Invest In?
- Content that answers questions prospective residents and their families are asking
Focus on developing content that addresses popular questions, based on search intent and what your sales counselors often hear.
- Content that proactively combats objections you hear from prospective residents
- Content that provides original research
Consider collecting your own research or partnering with a hospital or university to conduct research, and publish it around relevant topics your audience is searching for.
- Strong opinion posts
“Why moving to a senior living community added 10 years to my life.” (written by a resident)
- Content that introduces your organization’s new or expanded service offerings
- Content that creates a rich experience for users and nurtures them further down their path to purchase
Evaluating Your Content Ideas
Here’s a quick assessment to help you evaluate each piece of content from your audience’s perspective, to determine how consumer-centric it really is.
What you DON’T want consumers thinking when engaging with your content:
Ask yourself: Is this the reaction consumers might have when reading a blog, watching a video or after downloading a content offer?
- Tell me something I don’t already know.
- Are you sure you’re talking to me?
- Can you make this process more enjoyable (easier) for me?
- How will this fix my problem?
- Why does this matter to me?
- I want to believe you, but …
How you DO want people to react when engaging with your content:
- Wow – I had no idea!
- Yes, I feel that way all the time. How did you know?
- Finally, someone who understands me!
- That was informative/funny/helpful/different/enlightening. Just what I needed.
- I feel so much better/less stressed/less anxious after reading that.
- Friend/Parent/Spouse – check this out. I found it to be helpful. I bet you will, too.
- You are exactly right.
- Thank you for this content.
- You had me at (_____). So, what’s next?
If you’re providing content that does more of the former than the latter, it’s time to make changes to have your content work harder for you. Anticipating your audience’s questions and reactions makes them feel as if you really do understand their needs. Do this, and you’ll be sure to have a more receptive and engaged audience.
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