Are you re-purposing your senior living content?
We’ve talked about this topic over and over on our blog. From using blog articles to develop senior living e-books and guides to creating press releases, you can get a lot of mileage from re-purposing senior living content.
One way we see our clients getting good results is by sharing re-purposed blog articles with local media.
Small town newspapers are still popular with older adults and their families. Most people really do read these publications. Several of our clients have success getting partnerships rolling with them. The client drops off a blog article that is tweaked a bit for the publication, and many times it is printed word-for-word.
You can also use content to position key staff members as experts.
Here are a few tips on how to do that:
- Identify experts and topics: Think about what areas of expertise and credentials your team members have. Create a list of team members and those topics. Dump it all in to a spreadsheet to make it easier to use and reference.
- Inventory content: Review existing content and match it to your list of experts. Have a dementia care expert certified in MUSIC & MEMORY, for example? And a piece of content you’ve created on that topic? Bam! Add it to the spreadsheet.
- Create a press release: Edit the blog article to keep just the core content. Enough to tease the topic without overwhelming a busy assignment desk manager. Add quotes from your experts to reinforce the key points.Think about it from the editor’s point of view. Don’t make this all about you. Create a press release that is interesting and valuable to the outlet and their readers. (We’ve written before about how important it is to make it about the reader and not about you – like the Toby Keith song.)
- Style matters: Be mindful of style (most media outlets prefer AP Style) and the publication’s focus. Every week we have someone pitch us an article they want us to publish on our blog that in no way relates to our actual blog. It is obvious they haven’t even spent 5 minutes looking at our site. Don’t make that mistake. It’s super annoying and a surefire way to ticket off media folks.
Have any questions? Drop us a line and we’ll be happy to try to help!