TGIF Everyone!
I hope you are enjoying this fabulous fall Friday! After some Auntie Em like weather the past few days here in the Great Lakes area of the country, it’s shaping up to be a beautiful weekend. Before we call it a week, the SCS team wanted to share a few tips on creating engaging senior living content. We’ve had more than a few questions about MLA style versus senior care content that will keep readers engaged and on the site longer. It sounds like a few battles are simmering in senior living PR and marketing departments about this dilemma. We struggle with it as well.
How do you balance quality of writing with the way people actually read online?
For the traditionalists, online writing is downright painful. But facts are facts. People read different online than they do when they are kicked back in their beach chair reading about Stephanie Plumb’s adventures in the latest Janet Evanovich novel.
How Families Read Your Senior Care Content Online
Here’s what we know about how people read online:
- Think USA Today for general, shorter posts. For lengthier articles and ebooks, think NY Times.
- Families don’t want you to copy and paste your print collaterals to a post on WordPress. Make copy short and sweet. Don’t fluff it up. Skip the generic content mill sounding copy.
- Write for the family decision maker and not Google. Good content that answers questions and educates families who are helping their senior loved one through the journey will attract Google.
- Lists and bullet points like the one you are reading now help with engagement.
- Who doesn’t love a pretty picture? Make sure you have images that are relevant with Alt title tags on each.
- Don’t pick a few key words and stuff your content full of them. Think key phrases, synonyms and words with industry relevance.
That doesn’t mean bad grammar and misspelled words. It does mean adopting a tone that will engage the adult daughter.
Still not convinced? This might change your mind.
I interviewed one of our industry’s top thought leaders this week for an article we will soon be sharing on our blog. (Full disclosure… He’s from one of the national brands that is also a client of ours.) He shared some pretty interesting stats on assisted living articles and website traffic.
The Stats on Conversions and Senior Living Content Marketing
Are you ready? Here’s why you need a senior care content marketing strategy:
- After they implemented content marketing including industry-specific articles on their site, their bounce rated dropped by 30% to under 10%!
- Article viewers stay on their site four times longer than those who don’t read articles.
- 87% of article viewers convert (fill out a contact us form) on their first visit.
Stayed tuned. We’ll be sharing more fun facts like these in the full article this month.
Drop us a line if you are ready to ramp up your assisted living copy or home care copy in time to be a part of adult children’s holiday research…
Related Posts:
Senior Care Content Grammar Police
What We Know About Senior Care Decision Makers Behavior Online
Developing Great Senior Care Content is Like a Toby Keith Song