What do you do when you see something funny on Instagram or an interesting article on Facebook? Usually, after you like or comment on the post, you share the content with friends and family. Why? Because most of us want to share what we find exciting or valuable with those we care about.
You probably do this with your senior living community social accounts too. When another thought leader or authoritative organization in your space produces exciting content, you share the information or repost it to help your followers. You pass on the post because you know the content will be helpful to them too.
And that’s exactly what social media was created to do – connections are based on shared interests, passions, and hobbies. Sharing thoughts from senior living leaders is great because reposting populates your social feeds with awesome content while you collaborate with fellow thought leaders in the senior living space. Win-win, right?
So to speak. Because if your goal is to become a thought leader in your own right, you need to do more than just share other people’s great ideas. If you want people to like, share, and repost your content, you need to create your own.
Duplicating articles that people have already written will only get you so far. Eventually, your followers will want to know your opinion on a particular topic or hear more about your experiences and expertise. Here are some of the benefits of creating original content for potential new residents.
1. Build relationships with future residents
There’s a reason why content marketing is one of the most popular forms of digital marketing: it connects you with your exact accurate list of mobile phone numbers list of mobile phone numbers and audience in an easily digestible, on-demand format. Your potential residents want to hear from you. They are interested in what you have to say and are eager to engage with your opinions and learn more about the solutions and advice you offer for the problems and situations they face in their lives.
People seek out content on social media, and when they find content that resonates with them, it increases their feelings of connection to the brand that produces it. Any piece of content that offers insight, solves problems, or engages with its audience contributes to their relationship and connection with that brand. Fifty-seven percent of consumers will increase their spending if they feel more connected to a brand. Another 76% will favor that brand over a competitor. 1
2. Increase Trust
One of the reasons content has become such a popular marketing medium is that people see original articles as trustworthy. In a world tainted by skepticism and fear, this is huge!
Consumers trust original content so much that content has become the preferred means of learning about a brand. Seventy percent of consumers say they favor content marketing over other types of digital marketing. 2
Perhaps even more interesting is that 90% of people believe that organizations that pursue a content strategy have a vested interest in creating long-term relationships with their customers. 3 Building long-term relationships with an ideal target audience is especially important for industries like senior living, where the decision-making journey typically takes months rather than days—or even minutes.
3. Get More Backlinks
The more content you create, the more likely it is that other thought leaders and organizations will link to your content. These links are crawler data called backlinks, and they are a critical ranking factor for Google Search. The first result on the search engine results page (SERP) has about 3.8 more backlinks than any other result on the page. 4
The more quality content you have, the more backlinks you will get. The more backlinks you have, the higher your SERP ranking will be. The higher your SERP ranking is, the more likely seniors will find your community.
4. Become a Thought Leader
Thought leadership is the next level of content creation. Creating engaging and engaging content will build your authority as a thought leader tr numbers and firmly establish your position as an industry expert.
And that’s exactly what you want. Consumers increasingly respect and honor the ideas and opinions of thought leaders and are eager to hear what they have to say. But despite the many benefits, few senior living marketers take the time to dedicate to content strategy to establish thought leadership. We can help you create content that will increase your presence in the SERP and establish you as a leader in the senior living space. Get started by connecting with us to schedule a strategy session.