Articles are more formal, while blogs lean toward conversational mode. Both add useful content to your website. While I can write on a wide range of topics, I have chosen the Senior Care sector for my article examples. The first and third articles are B2C focused, while the second article is targeted to a B2B audience.
Senior Care Articles
The Challenge
A Senior Care provider with locations across the U.S. wanted to improve their organic search results.
The existing content was grammatically correct and included keywords. It seemed to be appropriate for the audience. However, the style of writing was dull.
- The company was happy with the existing style.
- They wanted to match it.
- They were afraid to discuss anything controversial.
- They felt what they had been doing was adequate.
- They wanted a writer who would maintain the status quo.
The Recommendation
Here’s what I recommended.
- Educating the customers they want to attract on the challenges they face every day as they seek to provide the best senior environment for specific needs. Result: Rejected as too negative.
- Educate their employees on customer and public relations so everyday contacts both in and outside the community become company evangelists. Result: Felt personnel meetings would be more effective.
- Discuss financial matters. Result: Partially embraced.
- Cover the negative as well a positive side of different options. Purpose: To increase customer confidence in the honesty of the company. Result: Rejected as detracting from a positive company image.
Result: 6-month Engagement
Examples of Work
The Essential Housing Conversation You Need to Have Before a Senior Living Transition
Using Questions to Serve in a Competitive Senior Care Market
Couch Brain? Not at this senior community.
