It’s rare that any question in our studies gains 100% consensus from the respondent pool, but here’s one. When we asked for a definition of content marketing, every one of your peers we surveyed agreed:

Content marketing provides those served by a senior organization with the expertise, education and information to solve issues they face.

In our research on how the industry defines content marketing, four additional trends emerged:

1. Content Shares Insights

Those who took our survey largely defined content marketing as a system for sharing insights unique from that organization. One respondent said, “Content marketing is used to attract, engage and retain an audience.” It’s all about attraction over promotion.

A word here on the impact of content marketing on sales: 14% of survey respondents said content marketing strengthens sales efforts. Strong content marketing can provide warmer leads over time. However, direct selling in content marketing erodes trust and can have an adverse effect on sales.

2. Content Focuses on the Customer

Many respondents made the point that content marketing must be customer focused. Strong content shares knowledge that may not directly benefit the organization but benefits the older adult or family member served. Share customer-focused insights rather than organization-focused newsletters or articles. Think: Less about us, more about them.

3. Content Strengthens Trust

Several respondents pointed out that over time content strengthens trust not only in the organization itself but in the industry overall. One respondent put it aptly: “Content marketing eliminates customers’ misunderstanding of the industry and lets customers trust us.” In content marketing efforts, consider publishing occasional thought leadership that dispels myths about senior living. This approach benefits the entire industry as well as the older adults in its service.

4. Content Builds Relationships

By and large, the data showed senior living executives saw content marketing as an ideal way to amplify the brand, differentiate the offering and create a feeling of belonging that encourages an older adult to move away from their current home to a new one.

In the words of a respondent, “Great content does not explicitly promote a brand, but is intended to stimulate interest in its services.” Before the prospect even makes direct contact, they develop an affinity for you. A long-term commitment to regularly published content builds the relationship and results in a steadier influx of warm leads.

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Big Buzz is a marketing agency delivering a steady stream of move-in-ready leads to teams serving the senior living industry. For more than 15 years, Big Buzz has helped senior living marketing and sales teams nurture leads to increase occupancy, grow and scale. CEO Wendy O’Donovan Phillips is the author of the book Flourish!: The Method Used by Aging Services Organizations for the Ultimate Marketing Results, has been published in McKnight’s, has been a regular contributor to Forbes, and has been quoted in The Washington Post, ABC News and Chicago Tribune. The Big Buzz leadership team regularly lectures in front of audiences ranging from 25 to 3,000 attendees, including at Argentum and various LeadingAge chapters. Agency awards and accolades include recognition for excellence by the American Marketing Association, Gold Key Award Winner by the Business Marketing Association, HubSpot Academy Inbound Marketing Certification, and Top Advertising and Marketing Agency by Clutch.