Senior Care Content Specialists

The Senior Care Keyword: It’s Not Just “Home Care” and “Assisted Living”

10 Minute Senior Living Content Marketing Tips

We are back this week with another 10-Minute Senior Care Content Marketing Tip! This time around we are sharing a chat I had with Lana from SEER Interactive. She works with the marketing team at Griswold Home Care. Lana graciously agreed to talk with me to share a few home care content marketing tips.

I’ve always admired Griswold’s content marketing efforts. Even before they were a client. Griswold blends evergreen topics and trending topics together nicely. They promote their content across channels and do a nice job of utilizing infographics and senior care guides to further increase engagement.

The Not-So-Secret Sauce of Home Care Content Marketing Strategy

Lana told me one of the early strategies Griswold employed was to pare down their process and take a more streamlined approach. They have 3 or 4 areas of focus that they touch each month.

As Lana and I talked and afterwards when I reviewed my notes, I realized what their real secret sauce is. And it’s such a basic element of content marketing that I’m mentally face palming myself for not catching it earlier.

Keywords

Keywords at the Heart of Home Care Content Marketing Success

They rock their keywords:

  • Researching them
  • Analyzing what works and what doesn’t
  • Mixing them up
  • Using them in title tags
  • Stringing them together (like Mad Libs according to Lana and who doesn’t love a good Mad Lib?)
  • Not just relying on the same keywords month after month

Tools to Find and Track Keywords

We decided it would help if we shared some of the ways we research keywords and a few tools Lana and the Griswold team uses, too.

The tried and true keyword tools beyond Google AdWords:

And a few you maybe haven’t explored yet:

Final Tips on Keyword Strategy

As our ten-minute warning buzzer sounds, here’s what it really comes down to:

  • Know your audience. It matters.
  • Do your homework before you start typing!
  • Look at evergreen topics from a new angle.
  • Dig in to your analytics and see what is connecting. (I guarantee you will be surprised if you’ve not done this in a while ever.)
  • Don’t get lazy – do your keyword research

If you need a little help rocking your assisted living, home care or other aging services content, we’d be just delighted to help! Drop us a note and we’ll get right back with you!

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