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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Request Your Guide to Ghidotti!

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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.

Ghidotti is currently hiring an Agency Administrator! 

Agency Administrator Job Description: 

This is a part-time role providing overall administrative support to our CEO and Account Supervisor, and assisting with basic human resources and monthly accounting responsibilities. 

For this role, you’ll need to work in our downtown Little Rock office and be required to submit between 25-30 hours a week within the operating hours of 8:30 AM to 5 PM. On occasion, there is a need to work additional hours on evenings and weekends during a client launch or other events throughout the year.

While repetitive daily/monthly tasks are certainly part of this position, additional tasks assigned can vary from week to week based on the CEO’s needs and the needs of the agency. The most important responsibility of the Agency Administrator is to ensure that administrative tasks and projects are completed with a high level of efficiency, confidentiality, accuracy, flexibility and positivity.


  • Bachelor’s degree preferred. 
  • Minimum of 2-5 years experience in the related field, dealing with financial information.
  • Must be able to use Microsoft Word, Microsoft Excel, Quickbooks and Google Suite.
  • Must be able to multi-task and possess excellent organizational, communication and interpersonal skills.
  • Basic knowledge of bookkeeping.
  • Must be able to use office equipment (copy/fax machine).
  • Effective verbal and written communication skills.
  • Detail-oriented and willing to tackle various ongoing projects in a fast-paced environment.
  • Excellent multitasking skills, with the ability to perform duties outside of the scope of work when necessary.
  • Must work well within a cross-functional team environment as well as independently.

Main Responsibilities

Human Resources

  • Provide support for hiring and onboarding of new employees 
  • Run bi-monthly payroll reports for intern/contractor payment
  • Coordinate new hire benefits and HR paperwork (health insurance, simple IRA, etc.) and enter into the payroll system. Plan yearly renewal meetings and update all payroll items.
  • Provide general responses to employee questions and requests on HR procedures, policies and information.
  • Process miscellaneous billings for payment & vendor management.
  • Responsible for keeping the Employee Handbook, HR policies and other HR information current and updated with the team. 


  • Manage obligations to suppliers, customers and third-party vendors
  • Process bank deposits
  • Reconcile financial statements
  • Prepare, send and store invoices
  • Weekly expense reporting and time entry on behalf of the CEO
  • Contact clients and send reminders to ensure timely payments; Identify and address discrepancies
  • Report on the status of accounts payable and receivables twice a month
  • Update internal accounting databases and spreadsheets

Office Management/Leadership Support

  • Assist with presentation and client meeting set up; working with vendors 
  • Collect and prepare information for use in discussions/meetings of the agency leadership team and outside individuals. 
  • Assist CEO with volunteer activities – making calls, organizing catering and meetings in partnership with vendors. 
  • Management of client contracts/retainers – working with the account supervisor to ensure annual planning and timely renewal of contracts. 
  • Varying personal and professional administrative tasks including, but not limited to, booking appointments, research projects, coordinating travel, maintaining breakroom daily, maintaining storage organization and ordering office supplies, etc. 

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

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

To apply, please submit the following via email to

  1. Cover letter and PDF of your resume 
  2. References: 2-3 minimum
  3. Tell us how you heard about this position