How senior living communities can build an effective content strategy

1. 8 Steps to Build Trust with Content
Building A Selling Relationship

2. Steve Moran
Steve Moran is a nationally known and
sometimes controversial writer and
speaker in the senior living industry.
. . .If you have a chance to hear him speak,
be sure and ask him why he is wearing
those crazy Chuck Taylor Sneakers.

3. Ashley Nicol
Ashley Nicol has been working in the software
industry for the past ten years with a more
recent focus on digital marketing. Ashley
oversees the Senior Living Client Success
Managers at G5 and is responsible for the
strategic direction, growth, and retention of
G5’s install base.

4. Agenda
1. Why Content Marketing
2. Content Creation
3. Content Distribution
4. Call to Action

5. Why Content Marketing
It’s All About The Relationship

6. “Content marketing is a strategic marketing
approach focused on creating and distributing
valuable, relevant, and consistent content to
attract and retain a clearly-defined audience —
and, ultimately, to drive profitable customer
action.” From Content Marketing Institute
Website.

7. A Firehose of Information - Don’t Despair

8. Some Statistics
● Content marketing costs 62% less than traditional
marketing and generates about 3 times as many leads
● More than half of marketers don't know how to produce
engaging content
● Content marketing drives higher conversion rates
● Marketers who prioritize blogging are 13x more likely to
achieve a positive ROI on their efforts.

9. Not The Whole Ball of Wax
What Content Marketing Won’t
Do For You:
● Be the only follow-up
communication
● Close the sale
● Get people to walk in the
door (with rare exceptions)

10. Digital Marketing - Better Together
A great content marketing strategy will help augment your:
● SEO
● Website
● Brand Awareness
● Online Reputation
● Recruitment Efforts
● Paid Advertising

11. Creating
Content

12. 1. Rules for Content
A. Don’t make the content about you
B. Don’t be boring
C. Don’t tell people what they already know
D. Entertain
E. Answer their most important questions
F. What would I like to read about?
G. Don’t be boring

13. 2. Answer The Most Important Questions
1. What do I do about mom or dad?
2. Do they need senior living?
3. How do I figure out the right senior living option?
4. How do I know mom or dad will be happy in your
community?
5. Can we afford it?

14. 3. Types of Content
● Social Media Content
● Case Studies
● Blogs
● eNewsletters
● In-Person Events
● Website Articles
● Videos
● Illustrations / Photos
● White Papers
● Infographics

17. It can just
be
cool or fun

18. 4. Have a Plan
● What kinds of content can you reasonably create?
● What is a reasonable frequency?
● Who is going to be responsible for that content?
● What resources do you have to draw on?
● Simple is important
● 100% commitment

19. 5. Where To Publish Your Content
● Email
● Snail Mail
● Events
● Blogs
● Facebook
● Your Site
● Facebook
● Pinterest
● Twitter
● Youtube
● Podcasts
Not piece of content is for everyone -
but everyone will see it.

20. 6. Frequency
● Realistic time frame
● Frequency will depend on the distribution channel
● It’s all about expectations

21. 7. Reuse of Content
● Refresh old content and
republish it.
● Piggyback on a content piece
that worked well
● Turn it into a series of tweets
● Create a meme from the content
● Record a podcast from a content
● Create a presentation -
Slideshare
● Build an infographic
● Create an ebook
● Write some guest posts

22. 7. Effective Calls-to-Action

23. 8. Evaluate and Reevaluate Ruthlessly
1. What worked?
2. Why did it work?
3. How can I do more of that?
4. What didn’t work?
5. Can I tweak it?
6. Do I need to scrap it?
7. What should I replace it with?

24. Performance Metrics

25. The Last Word

26. Questions
Comments

27. Contact Us
G5
www.getg5.com
business.development@getg5.com
Senior Housing Forum
www.seniorhousingforum.net
smoran@seniorhousingforum.net