FEATURE Share Your Story
A creative content marketing strategy can help care homes to increase their visibility and provide a positive return on investment. Gillian Davies MCIPR and David Huckerby, Founders and Directors of Conteur, explain how.
The social care sector has been, and continues to be, under great pressure due to recruitment, increased workloads and financial difficulties. Contrastingly, however, it has also been named as one of the UK’s fastest growing business sectors. According to Herrington Carmichael Solicitors quoting Experian Market IQ (September 2021), the ‘estimated worth of the residential nursing care industry was approximately £7.7bn with an annual growth of 1.4% from 2016 to 2021, and continues to grow.’
According to the report, it estimates ‘the market value worth for 2024 to 2025 will be around £7.77bn and from 2025 to 2026, in the region of £8.11bn.’
This business growth is promising for the sector, but also means that care home owners will face increased competition from others in the area. Also, as technology improves, new services and apps will continue to help keep elderly people in their own homes for longer. Care homes need to work harder to showcase their USPs.
A creative and well-thought-out content strategy can assist managers and owners to increase their visibility within the self-funding resident market. If this is not something a care home owner has considered, with the increased demand for content to stand out, 2024 is the time to implement it.
With the increasing use of smartphones and the internet, digital marketing has enabled all kinds of businesses to reach a larger and more diverse audience. It has provided an affordable and flexible approach to more traditional marketing methods. When you combine this with the rise in popularity of social media, bloggers and influencers, it’s no surprise that this is a tool many are focussing on.
But taking an isolated approach could lead to missed opportunities so it would be beneficial to consider the PESO model when thinking about content marketing for your home. The PESO model is separated into four segments: Paid, Earned, Shared and Owned media. But rather than viewing these segments as isolated activities, it shows how integrated content can work together seamlessly.
When you start viewing content as a fully integrated activity it provides a much more positive return on investment for your business. Think about how your content could be viewed by your target audience and where. Understanding your tone, brand and vision, as well as the content you produce, will ensure you really embrace that PESO way of thinking.
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www.tomorrowscare.co.uk PR AND MARKETING TRENDS 2024
Businesses are already recognising that customers are much more engaged with brands that are honest and showcase their real story – a trend which is only set to grow in 2024. Users are much more likely to engage with brands that are humanised and authentic.
VALUE-BASED STORYTELLING
This is where public relations activity can connect with audiences on a more emotional level. Every care home should
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