Happy New Year! Are you looking for a few content tips to kick off 2024?
If you’ve followed the SCCS blog for a while, you know we generally don’t make new year’s predictions. 2024 is no different. In our humble opinion, those lists tend to be long and… annoying.
But after the wild ride Google and Chat GPT took us on last year, we did want to offer two content tips that might allow more families find your senior living website. Both are focused on helping you earn more traffic from the content you already have.
Two Content Tips for 2024
Tip #1: Capture email addresses and use them
You’ve likely read our past posts on this topic, but it’s more important than ever. And it’s nuts just how many senior living providers still haven’t done this.
Build your own subscriber list and send out targeted email messages to them.
We see soooo many senior living websites that have fabulous blogs that answer many of the questions older adults and their families have. Without a doubt, people are utilizing them.
But there isn’t a single solitary subscription box anywhere on the blog or the site! That is pure craziness.
You have created meaningful resources. Seniors and families have found their way to them. And then you do nothing to stay top-of-mind.
You might as well open the window up and throw your marketing money right out it.
Sure, some people will pick up the phone and call you. But many early stage searchers won’t yet do that. You’ll have to rely on them remembering your site and returning.
Tip #2: Pollinate your senior living content
This might be the first time you are hearing the phrase content pollination? We like how descriptive it is.
The whole notion of if you build it they will come, doesn’t often work with senior living content. Our industry is just too competitive.
You can increase the odds of people connecting with your existing content by promoting it through other channels. Here are a few suggestions that might help you do so:
- Write a short book: Do you have cornerstone pieces of content on your site with supporting blog articles linked to it? Hire a writer/editor to finesse those into an ebook. Add some quotes and advice from experts on your team. Instead of loading it to your website, however, self-publish it on Amazon for cheap. Sticking with a basic topic, like Navigating Senior Living Options, might be the best way to start.
- Create a brief YouTube video: YouTube is the second largest search engine topped only by Google. Scan your blog articles and guides, and pick out a few that answer your most commonly asked questions. Then create simple videos around the topic. It doesn’t need to be slick or expensive. Maybe have your Marketing/Community Relations Director interview a member of your memory care team or your chef. Cover just a few points, and then refer people to the article or resource on your website for more details.
- Take advantage of social media: Whether it’s images for Facebook or LinkedIn or a photo for Instagram, remember to visually promote your content on social media channels. The meta description your writer likely creates with the content is often good, basic copy to post. Or you can hire some writing/editing talent to go through all of your past blog content and create social media blurbs unique for each different platform.
Have a question or need some support with senior living content in 2024? Drop us a note. We can set up a time to chat about your needs, and talk about getting on our ever-changing wait list!