Developing a Content Marketing Plan for Residential Accommodation for the Elderly

Abstract

This research aimed to: 1) study and analyze the content marketing plan that is suitable for the elderly group and 2) design the content marketing communication on Facebook social media. This case study on accommodation for the elderly group employed an interview form to survey data from a sample of 12 elderly people aged 50 years and over. The results of the interview were analyzed for data on expectations and interests of the sample group through the conceptual frameworks: Marketing Mix, STP, Marketing Persona, Customer Journey, and Content Marketing. Then, the marketing communication was designed and posted on Facebook for 1 month, along with data collection from the audience’s responses to analyze the results using the t-test statistics. A sample of 12 people was used to answer the questionnaire, which was 48 percentiles in providing all data.

The findings revealed that 1) an effective content marketing plan for the elderly should consist of clear, concise content such as 1–2-minute videos showcasing real residential environments, emphasizing safety, convenience, and value for investment, with Facebook serving as a key communication channel. 2) The Facebook content that achieved the highest reach was a video tour of the residence. The video featuring the home's interior ambiance received the most likes and engagement. Promotional image content was the most shared, while general property information in image format received the highest number of views. These results highlight the importance of authentic, informative content that supports decision-making of elderly consumers.