SENIOR HELPERS
NEEDED HELP
They wanted location-specific posts for nationwide franchises, each with different content needs. For that, they needed a content partner who was as versatile as they were prolific (and wouldn't charge them a literal million dollars.)
Business Case Study | Hyper-Local Content
Senior Helpers offers exceptional in-home care for seniors, from everyday companionship to medication reminders to as-needed assistance.
AT a glance
Franchises with individual content needs.
Pieces of content written across all franchises.
Saved each year by working with Verblio.
Website visits in six months from organic traffic.
THE
PROBLEM
To increase traffic to their sites and improve their rankings from organic SEO, Senior Helpers needed fresh content for nearly 300 nationwide franchises.
Senior Helpers has one priority: provide exceptional care to the people who need it. In order to provide that care, people first need to know that they exist, and what they offer.
For that, they need content.
To produce content at scale, they'd been relying on duplicate content—changing only the necessary location information for each franchise.
But Google penalizes duplicate content, so Senior Helpers knew they needed something more to continue reaching a larger audience.
Creating all of that unique content is a challenge in itself, but it's only step one. There's also editing, proofreading, and posting. Scaling up internally would have completely drained their team.
“We're up to close to 600 unique blogs a month and never would have been able to manage writing and posting that content on our own.”
Janet Berg, VP of Marketing, Senior Helpers
Finding an outsourced content partner became the obvious answer. They needed a turnkey solution that wouldn't break the bank.
The first vendor Senior Helpers interviewed wanted a whopping one million dollars per year to get the job done. (Hard pass.)
They considered using AI, but Generative AI lacks the necessary human nuance required for their content.
With a nationwide footprint, state licensing requirements vary from franchise to franchise. Their content requires writers to remain compliant with the use of accurate terminology and references in their work. They also need to incorporate geographically accurate tips and do in-depth research about local amenities while being mindful of Senior Helpers' style guide.
THE
SOLUTION
Verblio deployed a pool of trained writers and managed their content pipeline from start to finish, enabling Senior Helpers to focus their limited resources elsewhere.
When AI content doesn't fit the bill, but you can't empty your pockets to support your content strategy, where does that leave you?
Done-for-you bespoke content on a budget. That's Verblio's wheelhouse.
With a dedicated Verblio account manager, Senior Helpers was able to increase their monthly content production by 200%.
To maintain quality and efficiency at this scale, Verblio crafted a unique workflow using custom solutions to check every box:
- Trained writers on client-specific style guides and expectations
- Created locally accurate posts at scale
- Implemented automated QA checks to avoid licensing infractions
- Posted content directly to Senior Helpers' CMS
“Having that point of contact in place allows us to make sure that the writers know what's important. That's very hard to do when you're just working with an AI robot type model.”
Janet Berg, VP of Marketing, Senior Helpers
The volume of traffic coming to the Senior Helpers' site via blog posts rose by 75%.
The new content from Verblio also led to a 58% increase in the average time spent on these pages.
So not only did the content rank well, but it was also compelling enough for readers to stick around and learn more about what Senior Helpers has to offer.
Results like that make you feel like a million bucks.
THE
IMPACT
Page views across Senior Helpers franchisees' sites have increased 86% in 2023 and are expected to keep rising.
THREE WORDS SENIOR HELPERS USES TO DESCRIBE VERBLIO
Accommodating
Communicative
Affordable
Ready to see what Verblio can do for you?
About Senior Helpers
Business Case Study
Senior Helpers provides world-class in-home senior care unique to each person's needs, whether that's daily companionship services or assistance navigating chronic diseases.