What a year it has been! The last twelve months have been challenging for everyone, including our friends in the senior living industry.
As more people in this country and around the world are fully vaccinated, it finally seems as if there is reason to be hopeful.
So how do we shift our content marketing efforts to reflect that hope?
Very carefully…
Content Marketing and COVID-19
For the last year, we’ve been focused on creating content that connects with seniors and families online. Blog posts and articles that keep them engaged. All while keeping them at a distance.
Now that some communities are welcoming families and visitors again, it’s time to make another change in strategy.
Most senior living providers are trying to find ways to transition their content marketing efforts. To be positive and professional without seeming to be unrealistic.
It’s an awkward stage. We don’t have to include COVID-19 cautions and disclaimers in every single post and new web page we create. But we can’t act like the world is back to normal yet either.
How are we handling this time of transition with SCCS clients?
Here are a few tips based on our own evolving strategy:
- Commitment: We can’t run away from the reality the COVID-19 caused and the changes it continues to make in our lives. But communities can show the on-going efforts to keep residents and staff safe. Share your vaccination clinic photos and discuss the percentage of residents and staff who are fully immunized now. As family reunions take place, ask residents to share those photos on your social media, too. Seriously, how heartwarming are those great videos on the news of grandparents scooping up their grandkids to hug them for the first time in a year?
- On guard: Along those same lines, use your content to show that while you are optimistic, your senior living team members haven’t let their guard down. Simple phrases like, “as CDC guidelines permit” or “in keeping with current CDC guidelines” help you straddle that line.
- Expertise: It’s also useful to create blog posts that explain the different types of vaccines and tackle other vaccine-related topics. The CDC has a great resource page, COVID-19 Vaccination, that you can use to find ideas. An FAQ style post about what to expect after you are vaccinated is helpful, as is one that addresses fears for the vaccine-hesitant senior. Maybe include links to the vaccine clinics in your area, and one to the CDC’s guidelines.
- Evergreen: This is also an opportune time to ramp up the number of evergreen blog articles you write and publish. They are great for improving SEO, and also allow you to publish without having to include references to COVID-19. General articles that allow seniors and families to self-educate are best. A few solid topics to write about are assisted living vs. independent living, financing senior living, questions to ask a community, and the benefits of memory care.
- Virtual and reality: As we move closer to a post-coronavirus world, it’s best to include virtual and in-person options in to your marketing efforts. The same holds true for social media. If you are encouraging tours in your call to action, for example, be sure your language conveys that families can schedule an in–person or virtual tour. If you are hosting an educational event at your community or hosting a caregiver support group, stream it or go live on Facebook. That allows prospects to choose the option that makes them most comfortable.
Content Marketing Transition
Have a question or need help creating great transitional blog posts?
Drop us a line! We’ll be happy to help…