FEATURE
be doing some kind of PR, whether you are looking at brand identity, encouraging stakeholder and community relations, managing media relations or building trust and credibility.
Storytelling takes many forms and should be an integral part of a home’s communication strategy. From social media and website content, to community news and leadership, stories will always be much more powerful than solely facts and figures. Grab your audience’s attention with stories that appeal to emotions and values, and drive action. Focus on your amazing care workers and residents; they will have some amazing stories to share.
VIDEO CONTENT
With media platforms and audience consumption evolving, so has the need to produce consistently high quality and engaging content. If you are currently ignoring video content, you won’t be able to in 2024. It’s being used everywhere – websites; news outlet platforms; social media; and digital marketing.
Video marketing will put your care home in the spotlight. Words are good, but video brings a place and people to life like nothing else can.
According to Personify, ‘videos will account for a whopping 82% of all consumer internet traffic by 2025, while video streaming will make up 91% of global internet traffic.’
Your content can also go a long way. Use it for those valuable enquiries, but also to boost your recruitment efforts. It can help you speak to a diverse audience and effectively showcase your environment and expertise.
SIMPLIFIED BRAND MESSAGING AND
SHORT FORM CONTENT Not only are consumers wanting to connect with a brand more closely, but they are also wanting simplified messaging. It’s got to be short, punchy and attention-grabbing. As a care home wanting to stand out from the crowd, consider how you do this with different forms of content across multiple platforms.
As people’s use of smartphones continues to increase, alongside new and engaging social platforms, there is a real need for care homes to consider the use of multimedia messaging.
Short form video content can convey your messaging in a fun and interactive way, but you’ve got to be creative. You’ve only got a few seconds before someone swipes to the next video or piece of content, so use that time wisely.
SOCIAL MEDIA ADVERTISING
Social media continues to grow in popularity and it’s always evolving. TikTok has one billion monthly active users, and is set to remain huge in 2024. Instagram also remains one of the most popular social platforms, with more and more emphasis on Reels.
Social media advertising still has its place, but users are becoming more and more switched on to the content they view. It has to be authentic and raw; it has to really showcase what your care home is about.
There is also more opportunity for social collaboration. Engage with your residents’ families and friends and potential
x.com/TomorrowsCare
leads, and even your care team. Develop those relationships and reinvent the way you market your home.
SEO AND SEARCH ENGINES
SEO will ensure your care home’s website is more visible, providing you with more opportunities to showcase your USPs and, ultimately, improve your enquiry rate. Next year is set to see some changes as to how SEO develops.
We’ve all searched on Google for the answer to a question, or to find a service and product. This search technique is shiſting. People are now more likely to turn to their favourite social media channels to find what they are looking for. Social media has become a search engine in its own right. Users want to find genuine and potentially user-generated content for the answers they are looking for.
We will also see Google providing its Search Generative Experience – a fairly new experimental search feature using AI to generate answers to consumers’ questions. Something to keep an eye on.
So, it’s important to consider all of this when looking at SEO for your business. More and more, PR and SEO are converging to become powerful tools. As content shiſts to becoming more and more online, SEO PR has naturally provided a solution to getting content seen. It’s about building relationships and using keyword research to bring everything together. When you combine this with a local SEO focus you can really start to target and speak to your perfect care home audience.
CONCLUSION
The value of storytelling has never been more important. Care homes need to consider an integrated approach to reach their audience(s) and provide emotive and authentic content, to stand out in a saturated digital landscape.
Each and every care home has its own unique personality and a host of amazing stories to tell, it’s just a case of capturing yours and figuring out the best way to package them up and showcase them to your audience.
www.conteur.co.uk - 17 -
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38
