The great senior living content debate wages on…
When it comes to creating senior living content, not many teams have time to generate a lot of it in-house. Between phone calls and tours and sales calls and special events, your days are busy.
That’s why one of our most asked questions from providers is whether to focus on creating better content or more content.
The struggle is real. We get it. Most marketing teams just don’t have the time to write the content themselves or to pay for huge amounts of it.
So how do we answer this question when asked?
Much like a politician, we try to have it both ways.
Debating Senior Living Content Marketing
On the whole, industry trends show about 25% of a marketing budget is spent on content marketing.
For senior living, however, the average is still lower. Our industry was slow to hop on board, and many are still struggling to catch up.
Another average to keep in mind is how many times a family has to be touched by your brand before they start to recognize you. While the experts have differing opinions, most seem to fall in the 12 – 18 range.
Then there is the Google factor. The more you publish quality content, the better you rank.
The tipping point seems to be about 55 – 75 blog posts before you catch Google’s eye...
Why are we sharing these seemingly unrelated stats?
To give you an idea on where you should land on the quantity vs. quality debate.
While high quality content that educates or entertains older adults and their influncers is always the goal, quantity matters too.
Take a hard look at how deep your senior living content is and what your budget is.
Then ask if you have in-house talent that can write or edit.
Maybe you have a few team members that can write, but need to hire a crew like ours to spiff it up.
Or maybe you have no time for anything. You need help with everything from strategy and content mapping to writing and editing.
Spend some time researching and talking with writing/editing teams who have experience in senior living and aging services. Then hire them to write as many blog posts as you can afford each month.
Use your own team and company social channels to promote the heck out of it whatever route you take.
This quick SlideShare will give you a few tips for hiring a good crew of experienced senior care writers and editors.
Shoot us a note with any questions, and we’ll be ever so excited to reply and help! (Seriously. Not bineg snarky. We love mail from our followers!)
Until next time,