The graying of America is well underway as the Baby Boomers enter their golden years. We marketers see a wealth of opportunity in clients offering products and services to this market segment. The fifty plus age group in America (according to Forbes Magazine) is still the most affluent of our society based on average age and personal net worth; while their children and grandkids are struggling to have the same opportunity for a life lived of equal prosperity unless they inherit it.
They use social media and get their news online among other modern day trappings traditionally eschewed by this demographic. They are the “hippest” maw-maws and paw-paws to date!
So, what are some of the hottest categories for 2012, in terms of products and services that this large segment of the population will need? Health care marketing and health insurance marketing most assuredly top the list. Respected institutions like The University of Texas Health Science Center are publishing quality online articles, chock full of useful information, all the while showcasing their physicians and what makes them excellent. They are strategically guiding readers into what they want them to read. (The only thing missing is video) Using video images improves search and offers a quicker way for potential patients or donors to connect their brand. Remember, the “Boomers” are also the first TV generation.
So, in short, content is king when it comes to the web and your brand’s presence popping up in search engines among the competition. The challenge is; just where do we get all this content? How do we sell it into a marketing budget spreadsheet as a justified line item? How can we build an ROI (Return On Investment) model on content marketing?
In addition to traditional media buying, a Pandora’s box of content marketing has been opened by big brands and small business alike. We keep hearing; we must engage them with helpful or interesting information. Sounds great, and relatively simple, as long as you can professionally and articulately create such content on a regular basis or procure it at a reasonable cost. The pot of gold for really good content marketers may just be found in the webinar arena; where people pay for the information you’ve got online.
Content, content and more content that is owned by your company can lead to increased efficiency of your traditional advertising spend. Just be sure that what you have to say is worth hearing, helpful and comes from your strength.
