In our study, we asked senior living and care marketing professionals about their content marketing goals. More than 90% of respondents said they set these goals to:
- Increase awareness of the organization’s offerings
- Improve employee retention
- Improve resident satisfaction
More than 80% of respondents indicated an eye on these goals:
- Drive overall occupancy across communities
- Generate net new leads
- Improve recruitment efforts
And 74% of respondents mentioned they aim for this goal:
- Nurture current leads to become more intentional about touring
To drill down from high-level goals, 81% to 90% of survey respondents regularly measure these Key Performance Indicators (KPIs) concerning content marketing:
- Increase website traffic
- Increase leads added to the CRM
- Increase marketing qualified leads (MQLs)
- Increase sales qualified leads (SQLs)
Close the gap.
In senior living, understanding common content marketing goals and key performance indicators (KPIs) is essential. By focusing on these metrics, senior living operators can gain a clearer insight into the efficacy of their content strategies. This knowledge provides a direct correlation between content marketing initiatives and the positive outcomes observed in senior living move-ins. Essentially, a deep grasp of these metrics ensures that your marketing endeavors are strategically aligned with your primary objectives.
If you’re looking to better understand how your content marketing efforts relate to the actual number of move-ins make sure to check out our Complete Guide to Definitively Correlating Content Marketing Efforts with Move-in Outcomes. It’ll guide you in making sure every piece of content you create is driving results.
