Customers and search engines have one big thing in common - what they want is answers to questions and solutions for their needs. Google’s primary job is to deliver the best information for the question posed. Customers reward valuable information by staying on websites longer and sharing it with their friends (which also tells Google that they should send more traffic). This is all wrapped up in the digital content that you make available online on your home care website and through social networks. Make your home care marketing content online both intentional and functional for your business with these insights.
Digital content is powerful.
Valuable content online creates a powerful feedback loop. Google analyzes and sends traffic, the searcher takes an action (or not), and lingers on the website, shares with a friend, copies and shares a link, or returns. If the customer takes those actions, Google analyzes it again and decides if the content is valuable enough to send more traffic - and so the cycle builds momentum.
This process creates an important outcome - increasing numbers of website visitors and valuable leads.
Which kind of home care marketing content is right for you?
Digital content falls into a number of categories:
- Written Articles
- Useful Graphics
- Videos or Podcast Audio
- Social Posts
- Reference website content
- Published emails and enews
The reasonable question is not which content, but what mixture of content, because you should be present in all of these categories. Each type serves a specific purpose, and helps to support the impact of your marketing. Eliminate any of these categories, and you will see a reduction in the marketing outcomes. Consider these factors when creating a content marketing mix:
- Written Articles - create the body of searchable SEO content that Google is looking for and serve the “reader” in your target audience. Additionally, this content is the anchor for all of your social, email, and visitor to lead conversions.
- Useful Graphics - People scan in addition to reading, and graphics tell the story in just a glance. They are often shared virally and make online content both interesting and more valuable.
- Videos or Podcast Audio - Video is huge and audio reaches at least 25% of the national audience. Both are highly searchable and create much longer visit times and response rates online. They can be shared in all digital formats.
- Social Posts - This is the conversation - operating system for prospects and employees. When they include you in their social sharing, you have become a part of their lives.
- Reference website content - Local search relies upon accurate and valuable information in the reference websites. There are at least 75 of these sites.
- Published emails and e-news - Not only do they keep you in the inbox, they are also permanently published and can be searched online. Be very careful about posting .pdf that are hard for search engines to find.
Organize your home care digital content.
Content Pillars
The best way to organize content is around major themes or topics, with enough content in one focus area to make your website irresistible for searchers and customers. Search engines are getting much better at human language, and they look for clusters of words and topics that make sense together.
For example, if you provide non-medical home care, we’d expect to see a grouping of content that addresses topics like the following: caregiver qualifications, what to expect in home care, what’s the difference between a companion and a nurse, choosing a home care agency, and types of home care. All of these ideas are related and together build a “content pillar” that offers value to consumers and a strong search value to Google.
The Right Communication Channels
The challenge with digital content can be knowing which communication channels you should use. You have options. Find out which ones will work best for you. Do you want to use email, text message, Facebook, Twitter, LinkedIn, Pinterest, Instagram, Snapchat, Youtube, Slideshare, Quora, or any number of other choices?
It’s important to note that every communication channel has its own unique style and best practices. You should not be taking the exact same content and simply pushing it out online. And many communication channels are designed to be 2-way. Make sure that you aren’t just using them as broadcast channels. Someone needs to be watching and listening on your end.
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