Retirement Community Content Marketing

Wednesday, March 16th, 2016Anneline Breetzke | www.ourkidsmedia.com

Retirement Community Content Marketing: What, Why, How? Anneline Breetzke @ComfortLife

Overview What is Content Marketing? Decision Journey Buyer Persona Great Content Final Tips

What is Content Marketing?

“A way of creating and distributing relevant and valuable content to

attract, acquire and engage a clearly defined and understood target audience with the objective of

driving profitable customer action.”- Content Marketing Institute

Inbound Content Marketing

Inbound Content Marketing is all about creating such valuable content that the right people who are looking for you seek you out and find you.

Inbound marketing is a PULL as opposed to a PUSH strategy that has considerably better results!

Your content is the ‘bait’ that pulls people in fora feast where you consistently deliver valuewhich keeps them coming back again and again!

Inbound Content MarketingContent

Time

Place

Person

SweetSpot

Today’s consumers make their decisions in a circular motion as opposed to the traditional purchase funnel. - McKinsey & Company

Decision Journey

Traditional

Awareness

Consideration

Decision

Buy

Loyalty Loop

Trigger

Initial Consider

Active Evaluation

Purchase

Postpurchase Experience

Today

Decision Journey : Shirley

Shirley clicks on your ad and is taken to your website. She’s still in the initial consideration stage and wants to know what is out there for her mom who is starting to become too forgetful to stay home alone.

Does your website answer her pain-point with relevant and engaging content? Will Shirley find something of great value there?

Decision Journey : JennyJenny clicks on your ad and is taken to your website. Her mom has fallen and broken her hip. Jenny is now actively evaluating retirement residences.

Does your website answer her pain-point with relevant and engaging content? Will Jenny find great value there to help her with her decision?

Decision JourneyDo you provide valuable

content that is relevant no matter where someone is in

the decision journey?

Inbound Content MarketingContent

Time

Place

Person

SweetSpot

Inbound Content Marketingaka ‘Context Marketing’

Person Content

Journey

What is Context Marketing?

“Context marketing is the practice of knowing your audience so well that you know what knowledge, products or services will be incredibly valuable to them. No fluff, no mess, just VALUE.”

- Kim Garst, Boom Social

Journey

Buyer PersonaPerson

Clearly and specifically build out your target audience. Adult Child Influencers (ACI) Seniors

Build out detailed profiles on each. You can’tscratch where it’s itching if you don’t trulyknow where the itch is!

Buyer Persona Who? (Shirley)

Background Demographics Identifiers

What? Goals Challenges

Summarised from Hubspot

Buyer Persona Why? (Motivations)

Real Quotes Common Objections

Once you have fully ‘fleshed out’ your persona, you are ready to create content that Shirley needs and wants to read.

Summarised from Hubspot

Great ContentContent

Now you can create the right content to scratch the itch! Types of content Target audience Aligned with decision journey

Journey

Great Content: TypesContent

Variety of content types essential: Educates/Informs Inspires/Encourages (greatest engagement on all

platforms) User Generated Content Sales/Promotional (earn the right to advertise – 20%) Trending/Current Events/Programs

Great Content: VehiclesContent

Variety of vehicles applicable to target audience: Write a blog (at least once a week) Post your content on your Comfort life profile Put a Powerpoint on Slideshare Use Social Media platforms Send an Email series answering questions Place an advertorial in a magazine…

Great Content: Conversion

Content

Content is not an aimless writing experience. It has a goal in mind – to move people along the decision journey. Visitor to Lead (warm) Lead to Customer (hot) Customer to Loyalist (fireball!)

Great Content: Conversion

Content

Content that has action woven into it. Fill in a form to download your eBook Register now to receive… RSVP to an exclusive tour… Click to request a call…

Ask yourself, “What am I trying to accomplishwith this piece of content, with this post?”

Content CalendarBuild out a content calendar Strategically plan content in advance

Quality trumps quantity Assign tasks Track, monitor & assess Repurpose content

Content

Content CalendarContent

Final Tips Optimize SEO (include G+ in your content campaigns) Promote your content on Social Media Study your personas through Social Media Analyze performance

Google Analytics Social Media Analysis Tools

Quality of leads (Consider membership with Comfort life) Segment your list properly Brand awareness

“People buy from those theyKNOW, LIKE and TRUST.”

- Kim Garst, Boom Social

Be authentic, relational and consistent in your content.Tell stories, inspire, connect emotionally withyour audience.

Final Tip: Relationship Marketing

Questions? Anneline Breetzke @ComfortLife