Content marketing is the act of creating and delivering timely, relevant and valuable material consistently to one’s target audience in order to change their behavior without necessarily selling.
It is different from the promotional marketing you may do on the radio or the humorous posts you write for Facebook. Content marketing is a powerful tool that can change someone’s thoughts or behavior without them even knowing it. That said, it can also involve a lot of manpower.
Below are a few pros and cons of content marketing to consider if you might add this tactic to your repertoire.
It positions you as the expert. Associating your name with educational and relevant content shows your audience that you are experienced, skilled and knowledgeable, which gives them the confidence to take that next step with you. More casual posts on Instagram will help them to like you, but content marketing will help them to trust you. In order to do this, you need to be writing expert content. Content should not be promotional and should rarely even mention your organization by name. Share insights on the most common questions you receive or the fears you see in your residents and their families on a day-to-day basis. Reaching deep down to hit on those emotions that are holding prospects back from moving in will truly help change thoughts and behaviors.
It helps with SEO. Regularly adding new content to your website shows search engines that your site is alive and well. Among other metrics, Google looks at how long website visitors read your content to assess if your website is trustworthy. While straightforward topics such as “What to Look for in a Senior Living Facility” are important, think creatively about how to engage prospects. Advice on finance management or how to plan the transition to senior care are a few examples of content that will really help you stand out.
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It can feel cumbersome. If you’re stumped at where to even begin, start out with an editorial calendar. An editorial calendar will list all the topics you intend to write about and share over the next few months. It is best to schedule out a whole year, but if that feels overwhelming start with a quarter. Think of 12 topics you can send out weekly over the next three months. Again, think about frequently asked questions, challenges or fears prospects face before/during or after move-in or resident success stories you can share (with a signed consent form). Once you have that initial outline, you just have to sit down and actually write, which leads to con number two.
It takes time. Content marketing is not one-and-done; it needs to become part of your weekly or monthly schedule of activities. This can sometimes feel like a task too big to bear for a lot of busy administrators. One way to make it easier is to crank out a significant amount of posts all at once. Spend an evening or Sunday morning with your laptop writing 5-10 posts that can be delivered over the next few months. Have another member of your team proof the content, add it to your blog page and send it out to your database on a weekly basis.
If you are interested in content marketing and would prefer to have an experienced marketing agency handle it for you, contact Bloom today at 303.862.6530!