Senior Living Content Writer

We’re seeking a Senior Living Content Writer 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

3-5 years of content marketing experience in the senior living or aging services sectors.

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.

#J-18808-Ljbffr