Create Next-Level Content For Your Senior Living Community

Keep up with the times

The best content is original, informative and, possibly most important of all, relevant. You might be writing Pulizter-prize-winning articles or social media posts, but if they aren’t relevant to your readers, the message is just going to end up getting lost in translation.

A big part of ensuring that your content is relevant is, as I mentioned, writing with your audience in mind. But, it’s also key to make sure that you’re writing content keeps up with the times.

As someone who writes about marketing, this is something that really hits home for me. Marketing is ALWAYS changing. That means that I always need to take extra care to ensure that any advice or information I’m giving is applicable and relevant.

You should also make it a point to keep current events and trends in mind when writing content. And, don’t be afraid to update old content to keep it modern. This is actually an effective way to drive organic traffic to your website.

Make sales your last priority

Google’s first concern is its customers, who are the people using Google search every day to find products and services, do research, read the news, etc. That means that Google’s number one goal is to provide its users with the best possible search results, and in order to do that, Google prioritizes content its users actually want to read.

No one wants to read an extended sales pitch about why your business is a better choice than your competitors, or all about the features of your products or services. This type of salesy content certainly has its place — like on product pages or your About Us page — but it should be the last thing on your mind when it comes to blogs or social media posts.

That’s not to say that you can’t mention anything about how your products or services couldn’t help to solve a problem or make life easier, but your main focus should be on writing content that provides value and that your audience wants to read.

For example, if you’re a plumber, it’s more valuable to write about what people can do to prevent their pipes from freezing or their toilets from clogging than it is to prattle on about your experience or your specials.

Make it your own

Google doesn’t weigh all content the same way. There are, in fact, a few important qualities Google looks for in the content they rank the highest. One of those qualities is originality.

If you copy/paste someone else’s content on your site, you’re not adding anything new or valuable to the conversation. Google won’t necessarily penalize you for having duplicate content on your site, but it certainly isn’t going to reward you for it, either.

In fact, Google doesn’t really take duplicate content into consideration at all. It just pretends like copies of content don’t exist.

Originality goes far beyond not copying/pasting. Using your own words isn’t enough. You can’t simply rehash someone else’s article online and expect Google (or anyone else) to care. You need to be able to bring new thoughts and ideas to the table.

As a business owner, chances are, you have a lot of industry knowledge that most people don’t. Use it to create your own original content.

Make your content visually appealing

Content serves many different purposes. Content is created to convey information, make the audience laugh, pull at heartstrings, form a connection, answer a question, etc. But, no matter the goal of your content, you can rest assured that it has competition.

The internet is vast, and chances are, other people are out there talking about the same kinds of things and putting out similar content. How do you make sure that yours stands out from the crowd? By making it visually pleasing!

Nothing will make readers push the back button like a wall of text without images or anything to catch the eye. Make your content appealing to look at by formatting your text properly and breaking it up with plenty of high-quality images.

People will decide whether they want to stick around and read or not within just a few seconds of landing on a blog or a page. If your content looks boring, your visitors are less likely to actually read it, no matter how well-written.

Make your headlines count

As I mentioned, the way you structure your content plays a huge role in whether or not people will actually read it. One thing you can do to make your content more visually appealing is to use headlines in your structure.

Headlines give readers a snapshot of what they can expect to learn in the text below. In many cases, even if your readers don’t fully read the bulk of your content, they will read your headlines.

Headlines are also useful in drawing readers in and giving them a reason to stick around and keep reading. They should pique your readers’ interest, give them a preview of your content and a reason to stick around and learn more.