Aged Care Content Marketing: A Look at an Effective Content Strategy

13th Mar, 2023
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Sofiann McKerrell
Product Innovation Director

At Vine Digital, we do our best to stay up-to-date with what’s happening in healthcare marketing, especially in content strategy for healthcare websites.

I recently researched the aged care industry and discovered a website that developed a brilliant content strategy.

For a long time, due to their nature, aged-care websites have been great live examples of how to be successful with content marketing. 

On aged-care websites, we often see great tools to find a home for elders, to get guidance on the finance side of things, or to stay informed of the latest laws related to aged care.

These websites attract vast amounts of organic visitors, thanks to all the content they developed over the years.

There is room for expansion and improvements, though. Let’s look at an example of an effective content strategy that went further than most websites competing in Aged Care, in the USA., according to Ahrefs, receives 1.3M organic visitors each month, with 494K keywords in total.

A Place for Mom is a website that helps families find senior care options for their loved ones. They offer various services, including personalized guidance from senior living advisors, access to an extensive database of senior living communities and in-home care providers, and resources such as articles and checklists to help families make informed decisions about senior care.

What’s remarkable about is that nearly 200K of their organic visits come through the folder /caregiver-resources/—15% of organic traffic.

While most aged care websites provide in-depth information on how to find an aged care provider or finance aged care for their elders, went above and beyond by providing information to caregivers.

In other words, the website developed a content strategy targeting terms at the top of the search funnel.

The website’s Caregiver Resources section has about 800 pages published. The most visited pages are:

  • The 7 Stages of Dementia and Symptoms, with about 18,000 visits per month.
  • The Cost of In-Home Care: Who pays for Elderly Care at Home, with about 12,000 visits per month.
  • Elderly Blood Pressure Chart: Normal and High Blood Pressure by Age, with nearly 7,000 visits per month.
  • About 40 of the following articles receive more than 1,000 visits per month.
  • The 750 following articles receive between 1,000 and 0 visits per month, according to Ahrefs.

What’s particularly interesting about the website is the last point. The vast majority of the articles published do not receive much traffic each month, and each of these articles targets terms that may not be highly searched.

But showing so much dedication in helping Google users with a high volume of high-quality content has been rewarded.

The website ends up ranking for terms like:

  • stages of dementia
  • normal blood pressure for a 75-year-old male
  • elderly monitoring system
  • caregiver support groups near me
  • healthy sugar alternatives
  • activities for seniors with dementia
  • phones for elderly people
  • assisted living activities
  • questions to ask older people

The content creators behind this strategy have been highly creative in sourcing great topics to cover. This is how to demonstrate real expertise, thanks to content marketing.

At Vine Digital, we develop tailored SEO content strategies for healthcare websites. If you wish to build an audience with your health & wellness website, speak with us.

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