Case Study: Connecting to Caregivers with Quality Content

An international in-home senior care company sought an agency partner to help them develop long-term relationships with a target audience of family caregivers for aging seniors earlier in the caregiving cycle. Emily was added to the communications team to contribute her writing and editing skills to an extensive content marketing strategy.

Central to this plan, Emily contributed regularly to a blog on the company’s website, drafting content, contributing article topics, and helping to develop an overall month-to-month editorial calendar, along with other team members.

Additionally, as part of a partnership with a website directed at family caregivers, Emily managed a high-volume content development plan for 20-plus company experts and worked with those experts to create content to responses to questions from website readers.

Emily also developed the content for articles for additional native advertising opportunities, and contributed to other team efforts including an ebook other additional resources intended to help seniors and adult child caregivers make informed decisions about care needs, along with general public relations support.

Over time, this strategy of consistently offering expert information, shared through quality content, led to a boost in web traffic and a reputation built on expertise and trust.

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