Content Writer & Strategist, Senior Living

Fountain Digital; Cleveland (OH); On-site; USD 60,000 - 80,000; Full time

Job summary

A leading digital content agency is seeking an experienced Content Writer & Strategist focusing on senior living. The role involves creating compelling content tailored for older adults and their families, developing SEO-driven strategies, and collaborating with multiple teams. Ideal candidates possess 5+ years of writing experience, strong research skills, and a Bachelor's degree. This position offers a chance to impact the senior living community positively.

Qualifications

• 5+ years of content writing and strategy experience.
• 3+ years of content marketing experience preferred in senior living.
• Proven ability to write for older adult audiences.

Responsibilities

• Develop content strategies grounded in search insights.
• Write optimized content for websites, blogs, and social media.
• Conduct in-depth research to inform content strategy.

Skills

Content writing

SEO optimization

Research skills

Communication skills

Project organization

Education

Bachelor's degree in Marketing, Communications, or Journalism

Tools

Google Analytics

WordPress

SEMrush

Job description

Content Writer & Strategist, Senior Living

We’re seeking a Content Writer and Strategist to lead and execute strategic, high-impact content initiatives tailored to senior living communities, including independent living, assisted living, memory care, skilled nursing and continuing care retirement communities (CCRCs). You’ll create compelling, empathetic content across websites, blogs, newsletters, social media, and digital advertising that reflects the voice and needs of older adults, their families, and senior living decision-makers.

The ideal candidate will blend creativity with analytical rigor, and have experience writing for older adult audiences or healthcare/aging services, along with strong SEO chops and a passion for storytelling in the senior living space.

Key Responsibilities

• Partner with senior living operators and internal SEO/marketing teams to develop content strategies grounded in search insights, resident and family needs, and industry best practices.
• Write polished, optimized content for senior living audiences: website pages, blog posts, email newsletters, social media content, digital ads, and downloadable guides/checklists.
• Plan and maintain editorial calendars aligned with seasonal trends (e.g. healthcare observances, caregiving seasons), keyword research, audience interests (prospective residents, adult children, caregivers), and competitive benchmarking.
• Conduct in-depth research to inform content strategy, including audience segmentation (seniors, adult children, caregivers), SERP intent for senior living terms, competitive analysis of other communities, and reviewing published senior care content for tone and trust.
• Work closely with design, SEO, paid media, and operations teams to ensure consistent, cross-channel messaging.
• Review and refresh existing content from senior living websites to improve SEO performance, readability for older audiences (including accessibility best practices), and engagement.
• Monitor metrics like organic traffic, engagement, and lead conversions (e.g. brochure requests, tour scheduling). Use these insights to recommend content strategy adjustments or new topics tailored to senior living conversion goals.
• Participate in monthly or quarterly reporting and presentations for senior living clients, providing content-specific insights and strategic suggestions tied to occupancy, reputation, and caregiver education.
• As needed, guide and train junior writers or marketing staff, especially in writing for older adults or health-related topics, and provide feedback on tone, clarity, empathy, and compliance with healthcare and senior care communication best practices.

Qualifications

• 5+ years of content writing and strategy experience.
• Highly preferred: 3+ years of content marketing experience in the senior living or aging services sectors.
• Highly preferred: agency experience.
• Bachelor’s degree in Marketing, Communications, Journalism, or a related field.
• Proven ability to write for older adult audiences and their family decision-makers, across multiple formats, with sensitivity, clarity, credibility, and a tone appropriate for senior living.
• Skilled in keyword research and topic planning tools, and understanding of user intent for senior living-related search queries. Experience tailoring content for caregiver audiences, adult children researching options, and health- or wellness-related queries is a plus.
• Comfortable using content management systems (e.g. WordPress), analytics tools (e.g. Google Analytics, Google Search Console), and content planning tools; familiarity with tools like SEMrush or similar is a plus.
• Excellent written and verbal communication skills, strong project organization, ability to juggle multiple clients or properties, and a self-motivated attitude with meticulous attention to deadlines.