CONTENT MARKETING: DRIVING PROFITABLE CONSUMER ENGAGEMENT FOR SENIOR LIVING

glynndevins.com

POLL!

Gartner predicts,

“By 2020, customers will manage 85% of their relationship with the enterprise without

interacting with a human.”

Branding, traditional media & consumer behavior Example: Dove’s Love Your Curls Campaign

Why should my organization care?

Source: PEW Internet & American Life Project

Challenges/Opportunities faced by today’s marketers

•  Better understanding of audience •  Knowing what content is effective, and what isn’t •  Creating more variety of content •  Creating more visual content •  Finding more ways to repurpose content •  Creating engaging/higher-quality content •  Optimizing content •  Better website conversion

Source: Content Marketing Institute

The 5 crucial steps of Content Marketing

1.  DEVELOP A STRATEGY

2.  IDENTIFY CONTENT

3.  GATHER & GENERATE CONTENT

4.  ORGANIZE, PLAN, PROMOTE & ENGAGE

5.  TEST & ANALYZE

The Terraces of Texas

Goal: Be known for Quality Health Care & Community Resource.  

Community Needs: Fill vacant AL units.

User Persona:

Define your consumer — understand their needs.

Meet Betty Sue

Matching community needs with customer needs will give content a

Strategic Direction

Focus your content into relevant “buckets”

How do we cater to the audience’s needs?

What does content look like?

Different types of content

Content Discovery

Conduct interviews Distribute content

Develop stories + ideas

Formulate a plan

POLL!

Content Marketing Team

Co-Create with Your Audience

Senior Living Customer Journey

Determine the best way to stay in touch.

Efficiently Managing Content

Sample content

Sample content

Sample content

Sample content

Sample content

Promotional Strategies

Content Promotion Channels

Paid media

Owned media (self-created, system-wide)

Earned media

Channel Synchronization

Content Engagement Opportunities

Content Engagement Opportunities

How did your audience engage?

Opened three emails

Followed community’s blog and shared a link

with siblings

Read content on a website

Became a Facebook fan

Attended event for ACIs from

email invitation

Content generation can be compared to building a fire

Continually replenish wood (content) to keep the fire

bright (improve awareness)

Neglecting to add wood (content) will cause the fire to diminish (fading awareness)

Best Practices

•  Know your audience •  Have a plan •  Quality over quantity •  Integrate old with new •  Focus on storytelling •  Utilize multiple platforms •  Implement metrics process

CONTENT MARKETING: DRIVING PROFITABLE CONSUMER ENGAGEMENT FOR SENIOR LIVING

glynndevins.com