I’m always on the hunt to see how content marketing leaders outside of the senior care and aging services industries create their strategy and tools. That means I read websites alot differently than most people probably do. Take this past weekend for example. I was researching moving. Ugh! Yes – we are making a move this summer. And our move will be a little more complicated than most…
We are selling a home in a historic town in one state and building a new home in another state. Can you hear the sigh in my voice when you read that? I am a reluctant home seller. But a girls gotta do. What a girls gotta do. So this girl is trying to find ways to make this move go more smoothly for us. The builder has told us 4 – 5 months for construction. We’ve been advised that actually means 6 – 8 months in builder time.
So I jumped on to Google and entered a crazy long key phrase to try to put the pieces of this move together. And, yes, I admit it. Part of the fun for me in a Google search is just seeing what comes up!
Bravo United Van Lines! They ranked #1 for my search. And, just as exciting, they returned exactly what I needed. Even though I wasn’t exactly sure what that was myself.
Our solution is a combination of steps.
- A pod to load as we pack.
- Another pod with movers that come with it for the furniture.
- Transportation and storage for our pods while we are “under construction.”
- Then transportation for our pods to our new home.
Way to know your audience, United! And way to optimize for a long tail keyphrase. I just love it when a site is just what its Meta description says it is. (I think we need to acknowledge that those Panda and Penguin updates from Google are working. I remember searching for movers during our last move and being met with one spammy site after another.)
Check out this screen shot to see the great content they’ve pulled together. I know right?
- Moving videos
- Moving checklists
- Packing tips
- Moving Advice
- Choosing Moving companies help
- Terminology
- A great blog with relevant posts
- An interactive moving guide
- Social sharing buttons
They’ve developed information for each stage of the moving journey. And they included social sharing buttons. Makes me think they aren’t afraid of their customer service results since they are encouraging us to share right?
I know United Van Lines has me convinced they are the expert in this field. And that is one of the goals of good content right? To build authority. I just love a good content success story…
Do you have a site you think does a great job building authority? Chat it in below in the Comments section.
If you need help turning your senior care or aging services site in to a hub of information that positions you as the industry expert, send us a note. We’d love to help!