Does your senior living content scream “one night stand” or “we’re looking for a relationship?”
Aging services content marketing isn’t a one-hit wonder. It’s not a one and done or a one night stand.
A mistake we see fairly often is when a senior living provider or home care agency creates a great website and launches it…and then they tag out.
The site sits stagnant and lonely. No new updates.<Big yawn here>
Just the same stuff week after week, month after month.
While longevity used to be the ultimate prize in the SEO world, now it’s only one of many factors that help your site rank well now.
Use Senior Living Content to Build a Relationship
One of our editors came across this meme (is it technically a meme when it’s just words??) when she was trolling around on Twitter and we all loved one.
When you are creating your content strategy or redesigning your website, keep this handy little graphic in sight.
Ask yourself what you can do to help seniors and their families self-education AND keep them coming back for more.
This is an especially important part of your strategy amid the COVID-19 crisis.
When prospective residents and their families can’t visit and tour as many times as you’d all like, let your website represent you.
- Blogs for the win: Set up a blog and publish quality content a time or two each week. Vary topics by category, and include evergreen topics, season, and trending events. Write about evergreen topics multiple times from different angles.
- Promote life enrichment: Share activity calendars and events schedules so families can see the life that happens at your community every day. Change them out each month. Old calendars send a message, and it’s not a good one.
- Create and share guides: Use your expertise to create a library full of downloadable resources. Change them out often. Make some free guides, and others gated. Just so you have an opportunity to capture a name and email address.
- Brag about the food: Let’s face it, a persistent myth in our industry is that the food is bad. Find ways to disprove that old idea. Interview your chef or dietary consultant and post the video. Have a section of your website devoted to your dining services program. Share menus, biographies on chefs, nutrition resources, and more. Update it often.
Fresh content also sends a signal to Google that you are still around and in business.
Stale sites make Google wonder about you, and they don’t like to send searchers to a site with old information and outdated resources.
Their goal is to put the right information in front of searchers on the first time.
That typically means they are looking for fresh, relevant information.
Drop Us a Line
If you have questions about content strategy, writing, or editing, drop us a note.
We’ll be happy to answer any questions you have!
Until next time,
Shelley