Welcome, November! I hope everyone muddled through the weekend switch off daylight saving time. What did you do with the extra hour?
Each Monday we save links to the resources that garnered the most attention from boomer and seniors marketing pros during the past week, and share them in this round-up. If there was a news item or post that you think deserved more discussion, please share it in the comments below.
1. MOST CLICKED: If your organization is publishing a blog, you know it is a great platform for so-called “long tail” optimization — attracting web traffic for keywords that have a smaller volume of searchers, but also offer a higher likelihood you’ll dominate the results because fewer pages are using those words. Spin Sucks posted a terrific how-to on digging into analytics and refreshing old content.
As Gini Dietrich writes:
“The keyword analysis is actually the easy part. The tedious part – the labor of love, if you will – is refreshing the old content. But the results you’ll soon see – for the keywords that are important to you – will be worth it.”
Read the post: http://bit.ly/16zRRGB
2. MOST SHARED: We did a lot of sharing from last week’s LeadingAge conference in Dallas and content from senior living community North Hill‘s Eric Moore struck a chord with our audience. Moore was presenting the concept of “hospitology” — a study of and focus on customer service. Several followers found something of value in his insights:
Moore also noted that “hospitology,” when applied properly, can yield marketing benefits. That’s certainly been our experience at North Hill! It’s wonderful to have so many terrific stories to tell in content marketing for the community. Check out this page for inspiration: http://www.northhill.org/the-portrait-project.
- What Over 55 Housing Can Learn From Nordstrom
- Aligning Brand with Mission (a 2012 LeadingAge presentation on North Hill’s re-branding effort, which included “hospitology” training)
3. Also of note:
- Todd Harff: Two of five mature movers visit community site 6+ times. Be sure content is compelling. (Get handouts from this year’s LeadingAge presentation – “Facts Not Fads: Optimize Your Online Presence” — at http://bit.ly/HC1MD0)
- While 85% of people want to stay in their homes, 70% of 65+ will need long term care services at some point. (From #LeadingAge13)
- Aging LGBT community often forced back into the closet http://bit.ly/184z4AO | Stats on LGBT seniors http://bit.ly/17BR8I5