Home Care Heroes Blog

How to Create a Content Creation Plan to Market Your Home Care Agency

content-marketing-4111003_1280The ultimate goal of creating, posting, or offering informational content online, from a marketing perspective, is to create assets that teach and engage your audience, build your brand, nurture leads along the path toward becoming a client, and to build your email list and/or social media followers.

From informative written content, eye-catching photos, and engaging videos; various types of online content can help showcase your services, educate potential clients, and establish your agency as a trusted resource in the industry.

The types of content you can offer your audience is wide-ranging list and dependent on the specific goals you have for each.  As a start, here are a number of common types of content that you can share to help reach your marketing goals:


As you likely know, videos are a highly engaging form of content that can effectively showcase your agency's services, introduce your team, and provide valuable educational information to your audience.

Even if the videos are produced using your phone's camera in a well-lit and "on brand" location, videos that highlight client testimonials, demonstrate caregiving techniques, or offer insights into common home care-related questions can be simple and cost effective ways to reach your audience.

Written Content (Blogs)

Writing online articles (sometimes called "blogs") is an excellent way to share valuable information with your audience while improving your website's search engine visibility. 

To help you get the ball rolling: Topics such as addressing common questions and concerns related to home care, offering caregiver tips, commenting on industry news or trends, and general updates about your agency's services and offerings could perhaps resonate well with your target audience.


Infographics are visually appealing and easily shareable content that can help convey complex information in a simple and digestible format. Creating infographics (using design software such as Canva or Adobe Creative Cloud, or engaging a freelance graphic designer to create them for you) that easily illustrate your message or provide easy-to-read info can be a simple tool for capturing emails in exchange for the free informational content.

A few ideas for your consideration include creating infographics that share industry statistics, caregiving tips, or illustrating the benefits of home care services for seniors and their families. 


Offering downloadable templates can provide practical value to your audience and encourage engagement with your agency. Creating templates for caregiver schedules, medication tracking, or daily care plans that families can use to organize and manage their loved one's care effectively are all possible template options for you to consider offering.

White Papers

White papers are in-depth and "authoritative" reports that delve into specific topics or issues relevant to your industry. Consider creating white papers on subjects such as the importance of in-home safety assessments, the benefits of specialized dementia care, or the latest advancements in home care technology.

Case Studies

Case studies provide real-life examples of how your agency has helped clients overcome challenges and improve their quality of life. By sharing in-depth success stories and testimonials from satisfied clients that highlight the personalized care and support your agency provides, you can help inform folks and utilize a tool that can bring them further down the path from prospect to client.

Pillar-Cluster Pages

Pillar-cluster pages are a strategic content format that organizes related topics into a cohesive structure to improve search engine visibility and user experience. These resources serve as comprehensive guides covering topics such as "Senior Home Care 101" or "Navigating Care Options for Aging Parents," with supporting "Cluster" content covering specific subtopics in detail that are connected to the main "Pillar"page.


Comprehensive guides provide in-depth information and practical advice on specific topics related to your industry. Building guides on subjects such as caregiving best practices, navigating health care red tape, transitioning to in-home care after a hospital stay, or similar could bring value to as well as build your audience.

Webinars and Workshops

Hosting webinars is an interactive way to educate your audience, answer their questions directly, and showcase your expertise. Be sure to choose topics that are of interest to your target audience, such as caregiver training, nutrition and wellness tips for seniors, or understanding end-of-life care options.

Social Media Content

All of the types of content listed above could easily be shared on your social media channels, especially videos, blog posts, infographics, and client testimonials. You can also use your social media channels' comments or Direct Message functions to engage with your audience. Social media allows you to answer questions, speed up the sales process, and to foster meaningful conversations about home care-related topics.

Creating diverse and compelling online content is essential for effectively marketing your home care agency and establishing your presence in the digital landscape. By leveraging a mix of types of content, you can educate, engage, and build trust with your target audience.

Free Home Care Growth Best Practices Resource

For more information on ways to grow your home care agency, including articles, podcasts, videos, and other resources, click here for Ankota's "Home Care Growth Best Practices," (which is a pillar-cluster page, by the way,) or click the button below:

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 Ankota provides software for organization who enable older and disabled people to live at home, rather than in a nursing home or other institutional facility. We provide software for Home Care, EVV, Disability Services, Adult Day Services and other related needs like PACE Programs, Centers for Independent Living, and Area Agencies on Aging. To learn more, please visit www.ankota.com or contact us.




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