The No. 1 Missed Content Marketing Opportunity In Senior Living And Care

The No. 1 Missed Content Marketing Opportunity In Senior Living And Care

"They want to see our communities, but after using all our resources and time, they're not going to put their loved ones here."

Does this sound familiar?

That's a word of mouth recently collected by Big Buzz from 191 residential and senior care marketing executives, and it perfectly describes a problem most people face. The full study revealed six missed opportunities to motivate older adults to get out of the house, and in this article we reveal the #1 most overlooked opportunity.

Economic trends suggest that it's time to proactively improve your content marketing efforts to attract "warm" leads who will intentionally spend organizational budgets working with hundreds of "cold" leads who never move into large sales and marketing departments.

Our research shows that 95% of marketers and CEOs believe that content marketing is an integral part of their organization's overall marketing strategy. More than half of respondents said they invested 25 percent to 49 percent of their total marketing budget in content marketing, and 24 percent said they spent more than half of that budget.

It has a lot of content for seniors and their families. And it works.

More than half of respondents said they get up to 25% of qualified sales from content marketing. How to increase this percentage?

This is a very clear trend that we want to see in the content marketing industry. Our data shows that 78% of top marketing teams reach their target audience broadly: 56% post content to different target audiences in different service segments such as independent living, nursing or skilled care; Another 22% are aimed at a broader target audience. Both groups fail in trying to reach out to many people with different viewpoints at once.

No one gets to talk to everyone.

Only 14% of respondents have trained marketers in their organization's database to create content for that demographic only. Even fewer, 9%, are identified by targeting specific content in an organization's database. This is a great opportunity. Sales teams that have adopted an account-based approach to content marketing are featured in Sherpa's latest Best Sales Performance Report.

A second option, which few of your competitors are using, is to focus your positioning and content marketing organization on just one service. For example, he is known as a local expert in memory care. This doesn't mean you shouldn't introduce other levels of support; Choose to lead with one and let the rest follow. Choose the level of care/service your data shows people can access in your communities.

Focus on at least one or two people in your target audience that resonate with your content. It simply encourages the right people to go with you on purpose.

To learn more about trends and opportunities in content marketing for seniors, read the full eBook.

Wendy O'Donovan Phillips is CEO of Big Buzz Marketing Agency and Thrive! He is the author of: How Senior Care Organizations Drive Better Marketing Results. In addition to publications published by McKnights, he is a regular contributor to Forbes and has been quoted in the Washington Post, ABC News and the Chicago Tribune.

The opinions expressed in each McKnight Senior Guest column are those of the author and do not necessarily represent the views of McKnight Senior Living .

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