Jun 23, 2017

Senior Living: The Next Frontier?

How to Write Great Content for Senior Living Core Audiences

We all want sexy clients. The type of movers and shakers that are dead set on changing their industries and maybe, just maybe, the world. But defining who that sexy client is takes more than just great connections and a slick pitch — it takes foresight into the future. Foresight into the future industry trends, clients and therefore work that doesn’t appear exciting on the surface, but offers great opportunities and return.

Case in point, the senior living industry. While on the surface level you wouldn’t call this type of work sexy, it’s one of the fastest growing industries. In the next 20 years, the 65-and-older population in the U.S. is expected to grow from 48 million to 79 million people. Nearly 4 million seniors retire each year, which means this diverse group of baby boomers (and/or their children and relatives) create 4 million sales opportunities as this segment moves from single-family homes into senior living.

As a marketer, is your team producing content geared towards your core audience? Are you even producing content? Do you know how to differentiate from your competitors? The short answer: through content.

Senior Living Personas

Senior living is unique in that there are a handful of customer personas, yet one takes more priority than all others: the children of seniors. This group, referred to as adult child influencers in the industry, often are the decision makers, making this audience pivotal in senior living messaging. As a marketer, your goal is to craft insightful and engaging content that speaks to multiple personas, but resonates with the decision maker.

Here's how you do it — put yourself in their shoes. And it's easy to do because we are the adult children of our parents. Ask yourself questions like:

  • Now that Mom can no longer drive to the grocery store, should she even be living on her own? What questions do you ask yourself in Google?

  • How do you address the fact that she forgot to turn off the stove and it started a small kitchen fire?

  • How do you begin the conversation about moving her out of the home she’s lived in for 30 years?

  • How do you downsize a lifetime of memories stored inside that home?

  • How do you help transition her to living alone now that your father has died?

  • How do you find a retirement community that is friendly, warm, safe, close to your home and yet affordable?

  • How do you plan for the next move when her health decreases and you need to address healthcare, assisted living communities or nursing homes?  

The key to reaching this audience is truly through empathy. It’s in the ability to address difficult topics and conversations with grace, and to provide valuable content that helps adult children find the best solution not only for their parent, but their entire family.

Ready for more senior living personas and the types of content that resonate with them? Download our e-book, “How Content Marketing Can Drive Sales in Senior Living.”


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