Seniors have purchasing power and demand to be informed – they’re the perfect content marketing audience.
The senior citizen demographic is often overlooked or taken for granted in the content marketing space. It shouldn’t be. Seniors are active, connected and discerning and they control 70% of the disposable income in U.S., with the 65+ age segment watching the most TV, at 7 hours a day. Here are some examples of great online content marketing to seniors.
Merrill Gardens Retirement Community
You would probably expect Merrill Gardens’ website to be senior friendly, as they are the corporate operators of senior communities, but their design particularly impresses with its clean, simple interface; uncluttered, extra legible font that does not come across so extreme as to seem condescending; and a written company history that goes back to the 1890s and involves a heartland-values, pioneering family with timber holdings in the Pacific Northwest, all things that appeal especially to seniors.
The name Sears is practically ancient as American big box stores go, and the company wisely designed its site to emphasize such down-the-middle staples as patio sets, polo shirts and low-resistance cardio equipment on the main page. Electronic coupons and a friendly sign-up box for receiving special deals rounds out the senior-friendly picture.
A joint venture of Intel and General Electric, Care Innovations aids older people with health issues. The image on their main page – a likable senior woman talking with a service provider – says a lot. The giant “Contact Us” box and streamlined, colorful descriptions of their cutting-edge technology solutions adds up to a successful senior experience.
Who should be more senior-friendly than the number one organization for retired people? AARP really comes through for the older set on their site, with an incredible amount of fun, usable links such as recommended books, informative videos, grocery coupons, scam alerts, cell phone discounts and other life-improving stuff presented in a dynamic yet clean manner.
Everybody needs food, but Kroger supermarkets make an excellent effort at especially attracting the senior set. Their approachable site design emphasizes assorted savings, personalized prescriptions, a shopping list app, weekly specials and an attractive revolving display showing enticing images of food. The added business that comes from canny marketing decisions like this is pretty delicious.