Targeting senior living content. It’s one of those issues that seems obvious, but really isn’t.
Over the past few months, we have completed a few web copy “clean up” projects. Each of our clients originally hired other agencies to write content for new sites they launched.
While each client’s story was a little different, there was an underlying theme on why their copy wasn’t connecting with seniors and their families: content marketing to the masses.
What do we mean by that?
The copy was pretty and fluffy and very generic. No real target.
They were writing content for “older people” instead of targeted audiences.
Picture a bunch of younger folks gathered around a big ‘ole conference table talking about what connects with older folks.
That’s what much of the copy read like. People making assumptions…and we all know how well that usually goes.
It was clear the strategy wasn’t built around true senior living personas or designed to answer the questions families truly have.
Sure, it was pulling in site visitors but not qualified senior living leads.
Targeting Senior Living Content with Personas
If you’ve been with us for a while, you know we are big believers in writing to targeted senior living personas.
Though we are hesitant to use the term “product line” we do so to make this all a little clearer.
For example, if we are writing to attract qualified assisted living leads, we try to write to the senior and their adult child.
We know some older adults search for an assisted living community on their own, but most of the time its an adult child influencer who starts and manages the search.
It’s a tricky voice to master. You want to respect the independence of the senior, while also addressing the questions and concerns of the adult child.
Content for assisted living is further complicated by the fact that seniors typically have different priorities in the search than their families.
Older adults want reassurance that they won’t give up their independence, be forced to participate in activities they aren’t interested in, eat food they don’t like, or give up their privacy.
Their families are often worried about health and safety issues.
If our target is memory care, however, our primary audiences is the adult child. As you know, they worry about everything from safety to nutrition to dignity.
But we also write about the emotional issues of the dementia journey. In the website clean up projects we’ve tackled this summer and fall, not one had a single topic that addressed those.
Ditto for independent living communities. Just because an older adult is active and looking for a more carefree lifestyle doesn’t mean the journey is one big party on the golf course.
Giving up the family home. Downsizing belongings. Worrying about running out of money.
Again, this insight was largely lacking in the sites we cleaned up.
So, what’s the bottom line message?
Target the bullseye. Review your inquiries. Get to know as much as you can about each one so you can spot trends.
Then write to those personas. Not for a faceless bunch of “older folks.”
When you master senior living personas, you are better able to write with a voice that connects.
Have a question? Shoot us a note and we’ll be happy to help!
Until next time,
Shelley