In the interest of short attention spans during summer months (yes, ours and yours!) we are going to be sharing shorter topics for the next six weeks. Those we hope will help you learn something new about senior living content marketing, even if you are “working” from your beach chair along Lake Michigan.
We do this each summer, and we refer to them as “Content Marketing Minutes.”
The first one this year is about the reluctant audience we find ourselves trying to write to.
The Reluctant Audience
We talk a lot on our blog about voice. It’s such a critical piece of senior living content.
And it is something you have to master or your content will fall flat and not connect.
One challenge we are always mindful of is that we are typically writing to a reluctant audience.
Let’s face it… few folks wake up in the morning and think it would be a fun time to pack everything they own up in to small boxes, load them on a truck, sell their home and move in to a congregate living setting.
Even fewer want to have a difficult conversation with an aging parent to make the above scenario happen.
So what does that mean for assisted living copywriters?
Glad you asked…
It requires you to have a senior living voice that is:
- Not a sales pitch
Not an easy voice to master even if you have hands-on experience working with seniors and their families. But it is important to keep trying.
Important because so few senior living providers have mastered it. And those that do, enjoy the SEO benefits it brings with it.
- Seniors and their families stay on the site longer – lower bounce rates and higher visit times prove it
- More subscribers and folks who share your content
It adds up to higher ranking in the search engine results and more online leads generated.
Even if they call instead of using your online lead form or tour scheduling tool, your site has helped them think of you as a trusted advisor. When they visit, they will come to you already having formed a positive opinion of who you are based on the connection they feel with your digital presence.
And that’s it, folks! A wrap on the first Marketing Minute of the summer of 2017.
Send up a flare if you have any questions or need a little help with your content!
Here are a few more fun articles you might find helpful:
- The Voice: Senior Living Content Edition
- The Senior Living Sales Funnel and Content Marketing
- Senior Living SEO and Micro Moments