Content marketing is a strategic approach to marketing that includes the creation and curation of content. In successful senior living communities, content marketing is an increasingly important part of the overall marketing strategy. Here are five benefits of implementing this strategy in your community.
1. Reach new clients
A recent survey showed that over 90% of seniors earning $75,000 a year or more are accessing the Internet. Almost half of them also use social media. Senior living communities should be taking note of this, especially considering a number of those seniors are also using social media and the Internet to research their future living arrangements.
Seniors are known to look at several different options before committing to one community, so making sure your business stands out is important. Having a great content marketing strategy can help with this, engaging potential customers with blog posts, capturing their attention with social media updates, and answering their questions on a website.
2. Family outreach
Adult children have always been an important part in the decision-making process in selecting a senior living community for their parents. Ensuring that at least some of your marketing is aimed at this demographic is important, and since a majority of them are accessing their information online, content marketing is a great way to reach them.
In addition to helping them find information about your community, content marketing can also help families keep in touch with the community once their family member becomes a resident. Updating families on upcoming events, new amenities, and technology upgrades will help them feel closer to their loved ones, no matter the physical distance.
3. Improve customer satisfaction
Unlike traditional forms of media marketing, content marketing often facilitates important conversations. People are able to comment on posts, ask questions online, and dig up important information much easier than ever before. Hearing from clients, families, and the community directly gives you valuable feedback for improving your business, and it also empowers the customer.
Additionally, making sure future customers are as knowledgeable about your community before entering it clears the air and prevents any surprises. Content marketing is a great way to allow customers to explore the community virtually, reinforcing the idea that they’re making the right choice.
4. Recruit talent
Content marketing is useful in helping your community rank in Google search results, maintain visibility, and improve the overall image of the business. These factors are all important for job seekers, many of which are searching for employment online. Top talent gravitates toward a business that appears to have great values, is forward-thinking, and is accessible.
5. Solidify your brand
Establishing your business as a leader in the industry requires a proper content marketing strategy in today’s market. Not only will improving your brand’s online image help attract new customers, but it will also ensure you’re attracting the right kinds of talent and help build important relationships with other brands and businesses. Today’s senior living community is more high-tech than ever, and content marketing will help keep your business at the forefront.