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Content Marketing: 6 Steps to Success

The field of senior living and senior care is complex. So complex, that content is necessary to educate, build trust and credibility, and answer questions your consumers have. As marketers, it’s on us to determine the best way to create and distribute relevant content that attracts, acquires and engages our target audience. Of course, the eventual goal is to increase sales and the bottom line.

How do we reach the content marketing trifecta of delivering the right message at the right time to the right audience?

Here are 6 steps to success:

6-steps-to-success1. Develop a strategy

Content works best when integrated with all marketing efforts – SEO, paid media, social, PR,
and marketing automation. To get started, meet with key leaders and determine:

  • Your organization’s main goals for the year.
    These must be measurable. 
  • Who you want to reach.
    Define your consumer persona(s).
  • What your audience needs from you.
    Interpret data from your website and social channels, and use that to guide your content strategy.
  • What your organization’s biggest needs are right now.
    These must be measurable. 

What to ask

Why will your consumers care? What do you want them to hear, feel, experience and do in response to your message?

6-steps-insights2. Identify content focus

Take inventory of content you already own and determine how you could leverage or repurpose it to make a stronger impact. You might be surprised at how much (or how little) existing content you have. Next, begin sorting your existing and new content opportunities into categories that align with your overall messaging.

What to ask
Does this content fall into the categories you defined in your initial strategy? If not, consider eliminating it. If so, determine how you can get more out of it.

3. Create a content plan and calendar 

A must-have for every content plan is a content calendar (and an editor to manage and evaluate the plan). This helps ensure everyone is singing from the same songbook. The calendar should include content focus, format, frequency, CTA, visual assets, keywords, linking strategy and channels for distribution.

What to ask

How will your audience find this content? What action do you want them to take when they find it? How can they share the information?

4. Develop content 

After you’ve assessed what content you have, it’s time to generate more content to help tell a complete story about your organization at each stage of the buyer’s journey.

You have a variety of subject matter experts within your organization. Find them, interview them, learn from them, and let them help show and tell a bigger, better story about your organization.

What to ask 
Which core business objective will each content opportunity align with? What is the anticipated impact of this content?

5. Publish, distribute and promote

Continue to generate, promote and refine content that aligns with your messaging focus. Once the process is in motion, you can further define your success metrics, your personas and your content.

What to ask 
Which key performance indicators should you use to measure ROI? Which channels are driving highest conversion rates? Which messages are resonating best with your audience?

6. Measure, test and analyze

To keep raising awareness, building your brand and creating new advocates, you have to continue fueling the fire and refining your message, based on what data is telling you.

What to ask 

How can you make content work harder? Is there any content missing that you need to consider creating? Is this content working – why or why not?

By following these 6 steps, you’ll build a smarter content marketing plan and reach prospects who are searching for a senior living community as a possible solution to their needs.


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