Senior Living Marketing Strategy: What is Premium Content?
If you want to have an excellent senior living marketing strategy, you need an excellent content strategy. Content can take many forms—emails, landing pages, blog posts, and one of our favorites: premium content.
In today’s article, we’re going to answer commonly asked questions about premium content.
What is premium content?
Simply put, premium content is (usually) long-form content that lives behind a website form. You might also hear the term “gated” content. If a website visitor wants to access the content, they need to give something in return—most often their name and email address.
What are some examples of premium content?
Any piece of content could be premium content. While premium content is usually long-form, it doesn’t have to be. The content’s value is what ultimately matters. For example, a prospect might consider a one-pager on your community’s pricing to be extremely valuable.
That said, examples of premium content include the following:
- Case studies
- Pricing lists
- White papers
Why is premium content critical to an effective senior living marketing strategy?
Premium content is critical to a senior living marketing strategy because it can help define where someone is in their buying journey. From there, we can “score” them. Are they a marketing-qualified lead or a sales-qualified lead?
For example, someone who downloads a free guide from your site on “Questions to ask when you begin researching senior living options” is likely in a vastly different place from the person who requests pricing for your community.
The person wanting the guide isn’t ready for a sales interaction. They are still in the research stage. So if a sales rep called them, the rep would be wasting everyone’s time. Not to mention, the rep might label the lead as “cold” or “dead,” which wouldn’t be accurate. The lead simply isn’t ready.
The person wanting your community’s specific pricing is probably closer to making a decision. So a follow-up call from the sales rep would likely yield better results—such as a tour or a sit-down conversation.
But what about that person who downloaded the guide? They’ve engaged with content on your site and they’ve shown interest and curiosity in senior living. We’d call them a marketing-qualified lead (MQL). And because we have the person’s email address, we can continue staying in front of them by sending them helpful information via email. All of this can happen seamlessly behind the scenes via marketing automation.
Bottom line: Sales reps should only work leads that are truly sales-qualified. Meanwhile, the marketing automation can continue to nurture the marketing-qualified leads. And it all begins with the various kinds of premium content you have on your site, and who engages with what.
So when I create premium content for my senior living community, do I have to think about different types of content for MQLs and SQLs?
Short answer: Yes. But the longer answer goes like this. It’s better to think about content according to your different types of buyers and the various points they’ll likely hit on their journey.
For example, a seventy-year-old couple who is just beginning the process of thinking about downsizing and moving into a community is in a different mindset than the adult daughter who needs to find a place for her eighty-nine-year-old mother with dementia. What types of content would be helpful to each persona? THAT’S how you have to think about it.
Oh, boy. That sounds confusing. Can you break down content development into steps?
We sure can!
- List your buyer personas. (Need help? Check out our guide on persona development.)
- List the various points they’ll be in their respective journeys—research stage, consideration stage, decision stage.
- Then, list the various types of content that would help each persona in each stage.
Yes, you’ll likely have some overlap between certain personas/stages. But this gives you a rough idea about how to approach this senior living marketing strategy.
Wow! That sounds like A LOT of content to develop.
It is, but keep in mind we’re big fans of repurposing content.
So let’s say you write a guide called “10 Financial Mistakes to Avoid When Considering Senior Living.” Once you write the guide, you can use snippets in other channels:
- Blog – do a series of 10 blog posts, one on each mistake
- Tweet/post different mistakes on social media and link to the complete guide
- Do a podcast about the mistakes
- Do a 10-minute video—one minute for each mistake
You get the idea. You can use one good piece of long-form content in multiple ways. So while the initial content is an investment (we recommend using a professional copywriter), the ROI will be huge.
Can Senior Living SMART help my community write, design, and publish premium content?
Absolutely! Not only do we create premium content that gets results (in other words, conversions!), we can also help you implement marketing automation. (Including lead scoring and lead nurturing.) Contact us for a complimentary brainstorming session!