Content Strategy and Campaign Performance

Content Strategy and Campaign Performance

There are multiple pathways to increasing prospect engagement throughout the digital buyer’s journey, but one often overlooked tactic is to regularly refresh your creative while ensuring you follow a consistent distribution schedule.

Our campaign research and analysis has validated the premise that a robust digital content plan’s direct impact on campaign performance over time can be measured, assessed, and repeated.

Monthly impression counts and other core engagement metrics tend to fluctuate at a reduced rate when compared with campaigns delivering updated creatives to their target audience. This factor is especially relevant to the Senior Living industry due to its often-lengthy research and consideration phase.

The pace of engagement with prospects over a year or more will improve conversion rates, but the material challenges and costs of maintaining this approach can be overwhelming.

For starters, providers must create credible experiences for casual online visitors as well as tailoring their message to a demographically diverse audience undergoing extremely challenging life experiences. Furthermore,
the need to break through in a crowded marketplace has become even more urgent considering a shifting economic landscape, the lingering effects of Covid-19, summer malaise and the upcoming mid-term elections advertising blitz.

Once a provider’s initial campaign creative is finalized, the next hurdle is to deliver this content through a wide array of platforms including mobile phones, tablets, desktops, and OTT/CTV. Reaching prospects at the right
time is just as important as reaching them in the right places.

Our recommendation is to deliver multiple sizes of your ads via the platforms listed above. However, specific sizes may perform better depending on the ad inventory available. We have also found that 729x90px, 320x50px, and 300x250px creatives typically yield the highest delivery and prospect engagement rates.

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