Content marketing for assisted living and senior living communities
Content marketing for an assisted living community is the writing that describes the building, the surrounding streets and the route a family follows to ask for a tour. Each month that content marketing arrives as Strategic Content Assets, set down on the community website.
Every asset is about where the community is and how to ask about it. What goes on inside the building is the community's own subject, and it stays out of what we write.
What is hanging on the nail when a month has run its course
A community website often has a few pages and then stops, like a calendar where only the first week was ever filled in. Each month we mark more squares: new pages and posts, each with one job and one subject. One might walk a visitor from the main road to the lobby door. Another might name the entrance to use on tour day, or describe the town the community sits in.
The rest of the plan leans on those squares. A page for a living arrangement gives assisted living SEO something to rank, a page about a neighborhood backs up the Maps listing, and plainly stated facts give assistants text to copy, as described under AI search. They also give the director something concrete to point to when a family asks where to begin.
Each asset states a location, an arrangement name or a tour route. If a draft wanders toward care, charges or the people who live there, that sentence is cut before the batch is sent.
Four sorts of square we fill on a community's calendar
- Directions
A route page from the main road to the entrance
Written for a driver and for someone on foot: the turns, the parking, the door to use on tour day. The wording comes from the director and no one else.
- Arrangements
A named page for each living arrangement
Assisted living, memory care and senior living are each given a page that carries the arrangement's name, the building or wing it covers and a pointer toward a tour request.
- Neighbors
A page about a town or a neighborhood
A page about the streets and meeting places around the community, aimed at families who live close by and families looking at that part of town.
- Tour route
A page laying out the tour request step by step
Each step in a tour request, laid out in order, with the phone line, the contact page and the owner's own link, whichever the community chooses.
Squares on the calendar and the paperwork each one needs from the director
| Square on the wall | The asset we write for it | What the director supplies |
|---|---|---|
| A town on the served list | A page about the town and the drive in | Street names and landmarks the director prefers |
| A named living arrangement | A page carrying its name and a pointer to the tour route | The arrangement's name and the wording to use |
| The lobby and the courtyard | A page showing visitors where to enter and where to gather | Photos with no one recognizable in them |
| A tour day | A brief page on the order of a tour request | The days and the route the director sets |
| An event on the community's own calendar | A post about the event, drafted around a date and a place | The date, the place and a line about the event |
A month of content, from blank square to published page
Settle the subjects before a word is written
The director and we agree which towns, which arrangements and which tour details need a page this month.
Draft each asset around the facts supplied
Writing begins from the director's own facts: addresses, entrances, arrangement names, tour route. Nothing gets padded with filler.
Send the batch to the director's desk
The owner gets each draft first and may cut or reword any line. Until the sheet comes back signed off, no page goes up.
Publish and link into the pages around it
The cleared assets are placed on the website with links to the pages beside them. When the month is done the tear-off page comes down and fresh squares hang in its place.
Marks that every Strategic Content Asset carries into publication
- The street and the town, named in the first lines
- One subject only: one living arrangement, one town or one tour route, never several in the same asset
- A sentence showing a family how to ask about a tour
- A link onward to the matching living-arrangement page
- No sentence about care, charges, the people who live there or the paperwork the state asks of a community, unless the words came from the community itself
- No name, no photo and no story about anyone living at the community
- A date line, so the month it belongs to is easy to see
- A heading worded like the phrase a family would type into a search bar
Three beliefs that crowd a content calendar
Scribbled on the wall calendarA community needs a post every day to be noticed.
What the month showsContent marketing is not a race to fill every square. A smaller set of assets, each answering one logistics question, stays useful longer than a daily flood.
Scribbled on the wall calendarContent has to describe what life inside the building is like.
What the month showsOur content marketing never does. It covers place, arrangement names and tour routes. What goes on inside is for the community to say in its own words.
Scribbled on the wall calendarOnce a page is up, it is finished.
What the month showsA wing gets renamed, an entrance moves, a tour route changes, and the page changes with it. We revisit squares already filled as well as new ones.
The plan sets how many squares get filled in a month
On the calendar for Silver, Gold and Platinum alike
- Your existing site and listings looked over before any new page is drafted
- Your Google Business Profile edited until it agrees with the community's new pages
- Outdated and duplicate listings tracked down and flagged for cleanup
- An AI fact sheet that quotes the community only as the owner has signed it
- A month-end note showing which pages drew calls and form requests
Silver
$1,495/mo
Pages and content only: the website you already have stays where it is.
- Twenty-five new landing pages join the site every month
- Four Strategic Content Assets slotted into every month
Gold
$2,495/mo
Doubles the page count and brings a site along for the pages to live on.
- Fifty new landing pages join the site every month
- Eight Strategic Content Assets slotted into every month
- A community website we sketch out, host and then edit whenever you request a changeSkipped
Platinum
$3,495/mo
The fullest calendar of the three, with the site included.
- One hundred new landing pages join the site every month
- Twelve Strategic Content Assets slotted into every month
- A community website we sketch out, host and then edit whenever you request a changeSkipped
Clicks are charged by the ad platforms and sit outside these prices. The website comes only with Gold and Platinum; Silver leaves yours alone. Stop a plan whenever you choose.
Questions that come before a content calendar begins
Does the same hand write the page and post it?
Can the director choose the subjects?
Will you write about daily life at the community?
Where on the website do the assets sit?
Can an asset earn a link from another site?
Ask about the first month's squares
Put a note in the contact form, or mark a slot on its call picker. When that slot arrives, Ross Cohen (our CEO) is the one dialing.
Which living arrangements should we write up first?
Say which arrangements you want described (assisted living, senior living, memory care), which neighborhoods your families come from, and what the community calls its own wings and floors. Leave out every personal name and every personal detail.
Take a pen to the next open day
Once somebody has put a pen to a month, it looks different. Name a weekday and a half-hour block, and we will turn the pages of your community together.
The circle and star in the picture are drawn for the page, not a booking.