Every post-acute care organization has been there:

• Someone took a great video at the last event, but no one is sure where it is.
• The activities director posted a great photo on Facebook of residents engaging in the new memory care program, but the photo was never used in other marketing materials.
• A well-meaning technology company has posted tons of educational information on its website but has never promoted them over time online.
• Someone spent hours creating an awesome case study, but it never went anywhere beyond the organization’s website.

Are your content marketing and customer engagement efforts falling through the cracks? Are you leveraging every outreach opportunity to its fullest potential? The following tips can help your organization maximize marking efforts and keep your brand top of mind year-round.

Content is Content. The old differentiations between “print content,” “website content,” “e-mail content” and other types have been leveled in the Web-based world. So, stop thinking in terms of a “print article” or a “web site news item.” These days, ALL content needs to be used in ALL ways.

Write For the Long Haul. Content that is about a specific moment or context becomes “dated” quickly. Strive for content that feels fresh, yet has the stamina to be used in multiple ways over weeks or 

months without becoming outdated.

Think in Multiple Media Dimensions. Use that photo or resident experience quote on as many platforms as possible. Post it on social media, use it on a local postcard, harvest it for a print brochure and incorporate it into your next tour event or user conference. In many cases, creating copy in sections is an easy way to multi-level dissemination—each piece can be part of the whole and use separately on various media channels. For example, the technology section in your how-to or your case study could be used separately to engage technology partners or IT professionals in what you’ve accomplished, even across other healthcare sectors.

Stretch Beyond Your Street. Many organizations create really interesting and successful pilot projects locally, but never really get the word out to the national audience. Train your man

agers to recognize your “gem projects” and consider entering them in competitions and submitting case study write-ups to relevant journals. Doing this takes time, but the marketing harvests can be considerable—especially since national industry publications are always looking for companies that are pushing the status quo and trying something new.

Link, Link, Link. Every print marketing brochure, online product how-to, media press release and targeted e-blast should contain a link back to the product’s home base on your website. It’s all ab

out getting consumers to your website Mother Ship, where they can learn everything they want to know about your offerings.

Use Every Item You Capture At Least Twice. Don’t let that great photo live its shor

t lifespan on Twitter and then disappear from your portfolio of marketable materials. This includes promoting an asset in “rounds,” such as weekly or quarterly, to keep interest alive.

Revive Your History. Often, something will come up in the news that an organization can relate to something positive it has done in the past. This is a prime opportunity for a fresh round of content marketing—to show consumers you were already doing that topic, or have already found a solution to that issue, or have enacted a safer way to prepare, etc.

Gate Premium Content. Optimize your content investment by leveraging it for lead generation. High-interest content (even if not lengthy) is valuable and visitors will be willing to provide some basics about themselves (name and email address for example) in exchange for that download. With even the most basic

 of marketing automation tools, you are now able to track that visitor in future interactions with your digital platforms and even “drip” suggested content to nurture that lead.

Use Social Media Wisely and Often. Remember, Twitter postings quickly disappear from the initial screen as other postings are placed above them in a feed. Facebook postings (especially those including videos or images) are very engaging, but they may not appear for people who are not active followers of your page. On social media, tagging is everything: If your organization is not social media-savvy, get the help of someone who is a master at digital strategy to gain the biggest impact on your postings.

To learn more about maximizing your content marketing efforts, contact Quantum Age to start a better conversation.