Content marketing has become a buzzword the past two years, but does it make sense for those trying to reach seniors? It is certainly a significant time investment. Proper content marketing – or “brand journalism” as it is sometimes called – can’t be done overnight. Successful content marketing must feature engaging content about topics of interest to your audience, and should be done by someone with professional experience.
These six reasons illustrate why content marketing should be a part of your company’s marketing strategy.
- Credibility. Generating news articles and original content about topics that interest your audience boosts the reputation of your organization. If you’re running a home care agency, articles about physical therapy, tips for caregivers, and fall prevention can build brand awareness and establish your agency as a leader.
- Versatility. Content can be featured in a variety of places to spread your organization’s brand message. Articles can be posted online, and then linked to a Facebook page. Articles, videos, podcasts and more can also be promoted through e-newsletters, brochures, and other collateral that will further build your brand awareness.
- Opportunity. Content marketing is designed to engage and educate readers. Yet, those tactics are not only educating readers about those topics, they can also educate readers specifically about what your agency does to make a difference. Do you have fall prevention workshops or offer in-home assessments to physical therapy patients? Mention those in your videos to explain how you are helping patients.
- Visibility. The more relevant content you provide, the higher your website will rank in search. Google’s search engine is built to highlight content that receives the most page views, and has the most comments.
- Connectivity. Consumers want as much information as they can get, and content marketing can open up a dialogue with your company and its audience. Interact with readers when they make comments on your articles and videos, either on your website or through social media channels. That interaction can generate leads and new customers.
- Viability. Content marketing has been shown to demonstrate significant ROI. Research shows that its ROI has jumped 300 percent in the past three years, and is 31 percent cheaper than paid search advertising. Kraft Foods recently stated that it was one of the most successful marketing tactics the brand has used. Not sure how to measure it? This article can help.
Content marketing is here to stay. Have you already built your program or are you not sure how to get started? Tell us how you use content marketing.
