Digital Content That Connects with Older Readers

If you are trying to develop a content marketing strategy, you’ve no doubt explored the idea of utilizing guides, e-books, and checklists. They are a good resource for attracting attention and building memberships. Given the breadth of talent on staff at many senior centers and community organizations, you probably have a wide range of experts available.

While you might need to hire a professional writer or designer, the investment is probably worth it, especially if you select an evergreen topic for your resource. You’ll be able to use it for months and possibly even longer.

Gated or Ungated?

Should content be gated or ungated  is one of the first issues you’ll want to tackle. For each incentive or resource you create, you will ask people to perform a different action to gain access.

You might want a quick checklist to be ungated, meaning a website visitor doesn’t have to enter their email address to download it. The next step up might be a short guide or a more comprehensive checklist that requires an email address. Finally, a long guide or e-book might require a name, email address, and possibly even a phone number.

Once you determine what audience you are trying to attract — new visitors, return visitors, or frequent flyers — you can better focus your content.

Content to Engage an Older Audience

When your goal is to attract and build engagement with seniors, you’ll want to keep a few factors in mind:

• Watch your language: People don’t necessarily think of themselves as old or frail at any age. That’s why it’s important to watch the language you use in your content. It’s usually best to adopt a young-at-heart voice.

• Skip the slang and jargon: Whether it’s tech speak or trendy slang, unfamiliar terms and phrases can easily turn people off. Consider having a few people in your target age group review anything you write before publishing it.

• Ensure easy navigation: While it’s a misperception that older adults aren’t able to use technology, most are looking for websites that are easy and straightforward. Be sure your site’s navigation isn’t overly complicated.

• Create visual appeal: You’ll want to make certain your design is friendly to older eyes. Large fonts, contrasting colors, and lots of white space are musts for senior website visitors. We have you covered when it comes to graphics, stock photography, and articles already optimized and ready to drop in to your content with WeCreate!

The above tips apply to both your website and any guides or e-books you create.

Topics That Attract Seniors

While older adults are usually interested in the same topics as younger adults, there are some guides and checklists that tend to be especially attractive to a senior audience. Here are a few ideas you might consider as part of your overall content marketing strategy:

• Older driver safety tips and courses, best cars for seniors, and adaptive driving aids
• Healthy menu planning for one or two, and how nutritional needs change with age
• Senior-friendly fitness activities, both indoors and outdoors
• Intergenerational activities and suggestions for entertaining the grandkids
• How to find a doctor who has experience working with senior patients
• What Medicare does and doesn’t cover and what secondary insurance is
• Businesses that offer senior discounts
• Health screenings to discuss with your doctor at every age
• Making new friends and rebuilding your social circle after retiring
• Safety tips for older adults returning to the dating scene

We hope this information helps you create content that attracts and engages the senior audience you desire.

Updated on 03-21-2024