Baby Boomers: The Overlooked Audience in Content Marketing
Baby Boomers, content marketing

When planning a content marketing strategy, some businesses may find it’s easier to reach  audiences such as Generation X, Millennials and Gen Z because it seems they’re always ON via social media, Googling or phone apps. Baby Boomers aren’t nearly as active online as these other groups…or are they?

Baby Boomers Love Facebook Sharing

It’s a common misconception that Baby Boomers aren’t spending as much time online or on social media as their Generation X and millennial counterparts. However, those of us with a grandmother on Facebook can confidently say that is not the case. According to the Pew Research Center’s Social Media Factsheet, roughly 65 percent of Americans ages 50 to 64 and 41 percent of Americans 65 years old and older use Facebook on a regular basis.

Not only are they active in posting their own content and reading what their friends have written, but Baby Boomers are also 19 percent more likely to share content online compared to any other generation. In fact, they spend as much as 20 hours a week reading and sharing posts, according to a recent report from MediaPost.

For some of you, these statistics are just reinforcing what you already know. One glance at your Facebook timeline paints a pretty clear picture that Baby Boomers tend to be active. But that online presence stretches beyond Facebook.

Online Shopping Habits of Baby Boomers

A Forbes study from 2017 reported that approximately 60 percent of Baby Boomers enjoyed reading blogs and online articles, while 70 percent spent time watching videos about various services and products.

That same Forbes report showed that 96 percent of Baby Boomers used search engines, while 95 percent used email and 92 percent preferred to shop online rather than at malls or department stores. Now that we’ve effectively debunked the myth that America’s older generation isn’t spending time online, how can we know that their online habits will lead to increased business through our targeted content marketing campaigns?

A recent global online consumer report from KPMG discovered that Baby Boomers were just as likely to make an online purchase as millennials. They also spent more money per transaction than Generation X and millennials, on average.

According to the U.S. Census Bureau, Americans 50 years old and older spend $3.2 trillion each year. That’s more than the gross domestic products of Brazil, France, Italy, Russia and the United Kingdom.

Already armed with the expendable income, Baby Boomers are far more likely to spend that money than other generations, and not just on themselves. They tend to buy products and services for others as well, particularly their grandchildren.

In the approximately 75 million Baby Boomers in the United States today, we find the age group with the most expendable income and a willingness to spend that money online. Knowing these trends, we would be foolish to limit our target audience to just Generation X and millennials. So, what is the best way to reach this potential goldmine of a market?

Implementing an Engaging Plan to Reach Baby Boomers

As we’ve already established, Facebook content is essential when it comes to a social media campaign. Baby Boomers are spending far more time on Facebook rather than Instagram, Twitter or LinkedIn.

Having an active and engaging Facebook presence will lead to more interaction and reach the Baby Boomer population, which over time, will generate more business. Remember, they’re also increasingly likely to share posts that they find relatable or enjoyable.

Baby Boomers also tend to engage with long-form content, so get those keystrokes going with blog posts, case studies and white papers. The more in-depth you can be on these resources, the more likely you are to reach your target audience.

This same approach should be taken with regard to the video component of your content marketing. Longer videos with a slower pace and a great deal of information are much more appealing to Baby Boomers than the quick clips.

As you implement your Facebook and video campaigns, be sure to keep a healthy volume of content on your website. Many Baby Boomers will head to a company website or pursue more information on a search engine after reading content on a social networking site.

In spite of all of this information, Baby Boomers are only targeted by roughly 5 to 10 percent of marketing efforts. With more than 50 percent of the U.S. population currently over the age of 50, your retirement community has a unique opportunity to reach this group with a specialized content marketing strategy. Implementing even a few of these ideas could go a long way toward increasing your brand awareness and garnering a new group of prospective residents.


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Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

In the Account Supervisor position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or creative/strategy for clients. This position requires fully developed specialty skills, a strong understanding of the industry landscape and an understanding of client priorities and objectives.
  • Serve as the account strategist/lead and oversee/play a clear leadership role on at least three clients.
  • Manage the implementation of work plans and ensure client deliverables are successfully met on deadline.
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  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.
  • Begin to play a role in the agency’s marketing efforts, guiding aspects of certain campaigns and/or helping to execute in their areas of expertise.

Account Services: 

  • Play a clear leadership role in the planning and execution of integrated marketing campaigns for clients.
  • Develop and write comprehensive strategic marketing plans for clients.
  • Handle vendor contracts and ensure proper billing.
  • Demonstrate a clear track record of successfully meeting deadlines and timelines.
  • Handle day-of logistics on behalf of clients, responding quickly and effectively.
  • Assist in providing leadership and professional development on client relations, helping team members improve their skills in managing conflict, presentations, sales, etc.

Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns, marketing collateral, etc.
  • Oversee the development of marketing materials and branding campaigns.
  • Manage creative marketing campaigns on behalf of clients.
  • Demonstrate a clear track record of leading brainstorms, and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for proposals, new business proposals and current clients’ marketing campaigns.

Apply for this open position by emailing Bethany Siems at

Experience in public relations, content marketing, digital media and influencer marketing is a must, but here is what we really want in a fellow Rock Star. Don’t let it scare ya – we just have high standards!

  • You anticipate every move of our clients and us.
  • You dream of ways to crack the Instagram gold mine in your sleep.
  • You are resourceful.
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  • You love writing award entries. Like it’s your job!
  • You are resourceful. It’s so important that we’re mentioning it again.

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

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  6. Volunteer Time Off (VTO)

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