What do the Kardashians and Senior Care Content Have in Common Right Now?
At the risk of sounding all preachy-like, the senior care content gap is really starting to make us agitated. While more and more home care agencies and senior living providers are jumping on the content marketing caravan, the vast majority are throwing the equivalent of cyberspace junk out there.
We’ve had a few new clients join us lately who have previously been taken to the cleaners by content mills or in one case… a prospective new client who just wouldn’t accept that it isn’t about him and how fabulous he is.
What do we mean by “it,” you ask?
Good question. Thanks for asking it.
“It” Is a Thoughtful Strategy Based on Your Knowledge
No one knows the senior care decision journey better than each of you who work one-on-one with seniors and their families every day.
Here’s how you can use that knowledge when you are creating your senior living or home care content marketing strategy and content:
“It” really isn’t about you.
In our selfie-obsessed, Kardashian culture this is a tough idea to grasp. We’ve talked about this before and even likened it to a Toby Keith song to make it easier to remember what we mean by that. Good home care or senior living content answers the questions families are asking. It brings them the resources they need to self-educate. It helps them…
Seniors and their families are overwhelmed. It is about them and their struggle.
“It” means thinking like a journalist.
What are readers really looking for?
I can guarantee it isn’t promotional drivel disguised as a blog post or helpful guide. Hint: people are smarties now days. They can see right through that. Check the bounce rate on your blog if you don’t believe me. I’ll wait.
Yikes! Bet that scared you right?
All that expensive content and no one is sticking around long enough to read it.
One of our pilot projects for a national senior living provider showed just how important it is to put the right content out there. The time visitors spent on their site went from just about one minute to over nine minutes in six months.
How do we do that for clients?
By asking them to share what they know and using that insight to create meaningful content.
Think about all the knowledge that resides with your staff. The Wellness Coordinator who makes such a difference in preventing falls. Or the Life Enrichment Director who understands what to do to help someone with Alzheimer’s disease feel successful.
All that knowledge is what families want and need.
And In Conclusion…
Content marketing lives at the intersection of what seniors and their families want to learn about and what you know. The overlap between what you want to share and say and what they need to hear.
The good news?
There is a pretty wide gap in content right there at that intersection. So while many other home care and senior living providers are busy tooting their own horns and being all Kim Kardashian-like, you can get to work filling that gap.
No selfie stick required.
p.s. Ok so I admit it. That last sub-head really is about me. I’ve always wanted to find a way to use that phrase in my writing. “And in Conclusion” is just fun isn’t it? This finally seemed like a good place for me to work it in.