Guide to Content Marketing for Senior Care

Written by Jeff Cole on January 3, 2017

In searching for senior care options, consumers often face complex and emotional decisions. This puts your business in a unique position to not only help them by providing resources, but also gain from being a reliable source through content marketing.

Between searching for care, financing it, and drawing up the legal papers, navigating the eldercare space can get confusing fast. With their own family responsibilities, it will also get stressful fast. For most adult children, this will be the first time that they encounter this situation and they will do as much research as possible to mitigate the confusion and the stress. With Internet as the leading platform for doing research, making care resources readily available online will create value for both you and your prospects.

After reading this guide, you’ll be able to:

  1. Brainstorm relevant content that can help prospects in their search for senior care
  2. Structure, create, and provide the best resources
  3. Boost your SEO with fresh content.
  4. Become a reputable and trustworthy source of information and care
  5. Content marketing consists of creating valuable and relevant content, such as blog articles, e-books, guides, and other resources, and distributing them to a specific audience.

Content marketing is a type of inbound marketing, where outbound marketing is a traditional marketing tactic – think pushing “out” advertisements through TV, radio, direct mail, content marketing requires a base level of pre-existing interest in your services. It goes without say that people don’t like being interrupted, especially by advertisements. Instead of interrupting prospects, inbound marketing is integrated into prospects’ days. Prospects come “in” and actively search for your services or things related to your service.

Content marketing is the art of “soft selling”, or communicating with your customers and prospects without selling. Instead of pitching your services, you deliver resources that makes your prospects more knowledgeable about the field. The main idea behind content marketing is that delivering consistent and valuable resources makes your business a reliable source for not only information, but also services when it comes to purchasing. Making content readily available as they search can greatly bolster your business.

Other benefits of content marketing include:

• Raising awareness of your company
• Boosting your SEO
• Increasing web traffic
• Starting a “conversation” with prospects
• Developing authority in your industry
• Building a relationship with your readers
• Growing your emailing list

Creating Content

Creating content is a lot like writing a report for school. You have a topic, you do your research, you draft an outline, you write your report, and you turn it in. While the steps for creating content follow that same logic, the details differ just a bit.

For senior care, think about your prompt. Each piece of content you create needs to be helpful for your prospects as they are searching for care. Consider what their needs and pain points are are and what information they might derive the most use out of.

With your prompt as your starting point:

  1. Do your research and brainstorm a topic. Start broad and think about the categories of issues that your prospects may face, then narrow down each category into specific issues.
  2. Determine your medium. Your topic will determine your medium.
  3. Create an outline. Start by introducing your topic, order your main ideas logically, and create sub points beneath each major idea. Close with local resources and an “About Me” for your business.
  4. Draft your piece. Set aside time each day to work on your draft.
  5. Edit. Review your draft for any grammar or technical mistakes.
  6. Publish. Publish your content on the appropriate hosting site.
  7. Promote. Distribute your content through different digital marketing platforms.

Researching and Brainstorming

One of the primary steps of outlining a relevant content involves brainstorming the right content ideas. To start, let’s think about the audience. For senior care, your audience is caregivers. The primary demographic of caregivers is “adult children” — that is, generally, middle-aged children.

Start Broad

What are some issues that adult children might run into? First, think broadly in terms of categories. They will encounter legal issues, financial issues, third party care issues, home care issues, and personal caregiver issues.

Then for each category, think about the specific issues they might encounter.

Even though the primary demographic of adult children tend to be middle-aged females, make sure that you also target the fringes. For example, male caregivers aren’t common, but they are growing in numbers. Including resources for your fringe audience will help you cast a wide net.

Boost SEO with Content

Search Engine Optimization, or SEO, is the structuring of your website to achieve greater visibility in non-paid search engine results. While there are many techniques for increasing web traffic and attaining a more robust digital presence, SEO allows your website to gain much greater visibility with a minimal amount of work.

With the right keywords used for each piece of content you post, you will be able to boost your SEO results.

Start optimizing your content for SEO

  1. Choose your keywords. To ensure that your content marketing efforts are ranking, build a list of relevant keywords that are meaningful to your brand and your prospects’ online journey.
  2. Use unique and descriptive titles. For each content piece, create a headline that is attractive to readers, but includes keywords as appropriate. Then, include a separate title tag to increase the likelihood of your website appearing in search engines. Instead of tagging your page as “eldercare”, you’d want to tag it “assisted living in Los Angeles.”
  3. Simplify your URL structures. Simple, descriptive URLs, instead of randomly automated ones, can both convey information about the content it links to and lead to better rankings by search engines.
  4. Optimize your meta-description. Write a short description for every post that includes keywords, so it appears in the search engine results page.

Publishing Content

Once you’ve created and edited your final drafts to be published, you will need a site to host them on. There are many platforms available to help you host content and even connect it to your business’s website.

For articles and infographics:
•Wordpress is the most popular free blogging platform. You can easily customize your blog and most web hosts provide WordPress as a free single-click install so you can connect it to your website easily.
• Weebly is a website-creation system that includes free blogging templates. With drag-and-drop elements, it is easy to customize and design to your liking.
• Other blogging platforms to check out: Squarespace

For white papers and guides:
• Instapage allows you to build dedicated landing pages just for your downloadable assets, like white papers and guides. Instapage is very customizable, offers powerful analytics, and allows you to do A/B testing.
• Other downloadable asset hosting platforms to check out: LeadPAges, Unbounce, Optimizepress

For videos:
• Vimeo is a video platform that offers a business plan as well as a statistics add-on to measure the viewership of your videos, where viewers are location and who is commenting and liking.
• Youtube is the largest and most popular video hosting site. It is free to start off and gives you the option to advertise your videos, build your brand, and track your performance.
• Other video platforms to check out: VidYard, Wistia

Promoting Content

Pat yourself on the back for creating and publishing your content, but the job’s not over yet! Getting your content read takes a bit more work and distributing content through digital marketing channels is the easiest and most popular way to get it out there. Your best bets are pay-per-click ads, email marketing, and social media.

• Pay-Per-Click. Pay-per-click puts ads directly in front of prospects as they search for similar and related items. It generates a lot of traffic in a short amount of time through quick distribution of your ad on search engine.
Pro Tip: Use Google AdWords or Bing Ads for the best results. They’re the heavyweights in PPC.

• Email Marketing. A type of digital marketing that involves using mail to send ads, request business, and promote content. Email marketing is a direct channel that can be used to send content to individuals personally.
Pro Tip: Don’t forget to include a link to the actual content as well as an unsubscribe option.

• Social Media. Online communities where users can interact with each other through shares, likes, pictures, comments, and messages. As a business, you can publish and distribute content quickly to a wide audience.
Pro Tip: Use hashtags so that your posts can be easily found, but also use them wisely. You don’t want your entire post to be littered with irrelevant hashtags.

Plan Your Editorial Calendar

An editorial calendar is a must when jump-starting any content marketing campaign. Editorial calendars are used to define and control the process of creating content, from idea to writing to publication. An editorial calendar will help you stay committed, consistent, and organized. It will keep you on track, and ultimately save you time and energy.

To create an editorial calendar, you want to consider your time frame, how much content you want to publish, the dates that you want to complete drafting, and when you want to publish your content.

  1. Limit yourself to a time frame. Set an overall timeline for the first run through of your content marketing campaign. Give yourself at least 3 months to test and track your efforts meaningfully.
  2. Pick the same days each week to publish. Consistency is really important when it comes to developing a relationship with your prospects.
  3. Schedule your due dates for editorial submission. Set aside some time after your final draft and before publishing to get a second opinion on content.
  4. Assign editorial content to each date. Assign content based on the size or importance of the piece. Articles can be published more frequently since they are shorter than white papers and guides, which might only be published twice a month.

Track Your Return on Investment

At the end of your initial time frame, sit down with your team and evaluate the results of your content marketing campaign.

  1. Root your metrics in your goals. As with all marketing campaigns, you want to have a purpose behind your content marketing. You’re not marketing simply to inform, but also to boost your business, whether it is through brand awareness, increased web traffic, or more leads. Measure your content marketing results so that they align with your goals.
  2. Choose your method. Your method of tracking will depend on your metric that you want to track. If you are tracking engagement, many social media sites offer built-in dashboards that clearly display your performance on each site. However, there are tools available like Google Analytics that can help you consolidate all of the different sites you may be using.
  3. Connect it to your editorial calendar. Once you’ve pulled all of the metrics that you want, you should match it against your calendar to determine the days, times, and types of content that you get the most positive metrics from. Roll out your next content marketing campaign based on the results you find.

Key Takeaways

Content Marketing Builds Your Brand

• Reputation. With content marketing, you are able to boost your brand reputation by making relevant resources available for those who need it. Understanding the complexities of senior care can be difficult and making it easy for prospects to navigate makes you a valuable asset to prospects.
• Awareness. While content marketing is about “soft selling”, you can still gain a significant market share by simply being available to answer questions through your content and extending your reach during distribution.

Strategize with an Editorial Calendar

• Organize your content along a timeline. Set an overall timeline for the first run through at least 3 months to test and track your efforts meaningfully.
• Schedule your due dates. Divide your calendar by the same days each week for editorial submission and for publishing. Consistency is key for being a reliable source.

Track Your Metrics

• Identify your metrics. Root your metrics in what you ultimately hope to achieve with your content marketing, such as increased web traffic.
• Choose your methodology. Pull data from individual sites to measure your conversions and track engagement.
• Connect it to your calendar. Flush out the days, platforms, and content that are most successful by documenting your results and matching them to your calendar. Revise your strategy based on these results.