A question we are often asked is how we continue to come up with unique senior living blog topics…
I admit that it can be a struggle. While we rely on a mix of evergreen and seasonal senior living blog topics, we also write about newsy topics that help clients grab headlines.
If you are a senior living provider struggling to generate new topics for your blog, we have some very simple advice: look around.
You have focus groups all around you.
What’s that mean, you might be asking…
Here’s where I’m going with that statement.
Talk to Your Built-in Audience about Topics for Your Blog
Senior living marketing teams often get so busy trying to come up with the next big thing, they forget the gold mine that lives within their walls. Or frequently visits and calls.
- Ask the daughters and sons you pass in the hall on their way to a parent’s apartment for a few minutes of their time. What parts of your site did they visit before making a decision? Do they visit your site now? What are their new fears, questions, and concerns now that their parent has moved in, and where are they going to find answers?
- Ask the residents who’ve recently moved in why they chose you and what parts of your site they visited before making a decision. As older adults have become more comfortable with surfing the internet, they are visiting your site themselves and not just relying on what the “kids” have to say. Then find out what kinds of articles they would like to read about on your blog. Health, wellness, and bonding with grandkids are a few you are likely to hear over and over.
- Ask the professional referral sources who call you or stop by one of your community events for input. Grab their email address while you have them on the phone and add them to your list. So many providers are missing the boat by not having a blog dedicated to the unique needs and questions of referral sources.
Other Avenues for Generating Senior Living Blog Topics
You could also take a more formal approach and create a survey you mail or email out to these groups. Offer an incentive of some kind for those who return it. This is valuable information that should be rewarded.
Do you have a resident council? I’m sure you probably do, right? Ask them for input. People like to feel like their opinion matters and is valued.
Incorporate a few questions in to your move-in process. Maybe a few days after the move, when the boxes are unpacked and things are a little slower, schedule a welcome visit that includes asking about the resident’s internet activity.
Don’t forget to ask what other sites seniors and families visited, which ones they thought did a great job, and which ones were a real turn-off. Did any provider have a blog that grabbed their attention? Were there topics they needed answers on and couldn’t find anywhere?
All of that feedback can help you build a rich visitor experience for your site and senior living blog.
Keep an Eye on the News
Finally, keep up with the daily news. There’s more there than just people fighting over the President’s latest Twitter storm.
If you pay attention, you can spot opportunities to write about on your senior living blog.
For example, a popular celebrity recently passed away from a massive stroke at a very young age. It generated a lot of search traffic on strokes. A major news station just did an investigative report on medication misuse and seniors. That video went viral.
You can use those newsy topics to create articles for your own blog.
Make sense?
Drop us a note if you need help creating your quarterly editorial calendar. We’ll be happy to offer you a few pointers!