If your business targets the 50+ audience—whether you're in food delivery, health tech, or financial services—you need content that speaks directly to their needs, interests and digital habits.

Seniors are more digitally engaged than ever, actively researching products, comparing services and making purchasing decisions online. 

But creating content that truly resonates with this audience requires a tailored approach. 

At Toco Marketing, we specialise in data-driven content strategies that drive engagement, trust and conversions in the 50+ market. In this blog, we’ll break down SEO-driven strategies, content formats that work, and key insights to help your brand connect meaningfully with senior audiences in 2025.  

Understanding the Senior Audience

In order to create content that resonates with the 50+ audience, you’ll need to understand your target market—who they are and what influences their online behaviour. 

Use a buyer persona tool, such as this one from Semrush or this one from HubSpot, to build your audience profile to better understand their desires. 

1. Digital-Savvy, But Selectively

Many assume that seniors aren’t tech-savvy. While that might’ve been the case previously, the 50+ are (nearly) as technical as the rest of consumers. 

In fact, according to Pew Research, over 75% of adults aged 50-64 and 45% of those over 65 use social media regularly. But they tend to use the more user-friendly platforms like Facebook or YouTube over newer, fast-paced platforms like TikTok. 

2. Why Values Matter to Seniors

Seniors are generally more skeptical of online content than younger audiences. They value brands that communicate transparency, quality and reliability. 

This means marketing strategies for seniors should emphasise authenticity and focus on building long-term relationships rather than quick conversions.

3. Health, Lifestyle, and Financial Interests Dominate Searches

It’s no surprise that health, lifestyle and financial interests dominate online searches among the 50+ audience. More and more, seniors are turning to the internet for guidance on everything from wellness to travel to retirement planning and home improvements. A

For brands looking to engage this demographic, crafting content around these key interests is essential for maximising SEO and engagement.

4. Preferred Communication Methods

When it comes to communication, seniors value clarity, directness and familiarity. 

And while many do actively engage with digital content, they also appreciate traditional touchpoints like print media, direct mail and even phone calls—methods that feel more personal and trustworthy. 

A well-balanced marketing strategy should blend online and offline channels. For instance, while a Facebook ad might grab attention, a follow-up personalised email or mailed brochure can help reinforce the message. 

Ultimately, it’s important to have a mix of communication strategies to expand reach and build trust with your 50+ audience.

Crafting Senior-Friendly Content

1. Use Clear, Concise Language

Seniors appreciate clear, direct communication, no fluff added. 

The older generation grew up in an era where face-to-face conversations and printed news involved getting straight to the point. This means: 

• Avoid jargon and overly complex sentences

• In longer-form content, aim for a readability score of around 50. You can use a readability calculator, such as the Flesch-Kincaid Calculator. 

• Focus on simple, straightforward messaging to build trust and engagement

2. Create Accessible and Easy-to-Navigate Designs

It’s also important to create content that’s accessible and easy-to-navigate. 

Seniors (whose eyesight may not be what it used to) appreciate clear, high-contrast designs and larger fonts. You’ll want to ensure your websites and content are optimised for accessibility by:

• Using at least a 16pt font size

• Maintaining high color contrast

• Avoiding excessive pop-ups or distractions

• Adding subtitles to videos and alt text to images

• Ensuring easy navigation with clear menus and large buttons

3. Leverage Storytelling to Build Emotional Connections

Storytelling, for any demographic, helps create an emotional bond with your audience. You’ll want to use storytelling techniques while also maintaining clarity and conciseness in your marketing strategies.

For example, case studies, testimonials and real-life success stories are a great way to reinforce trust and make brands more relatable. 

Nostalgia-based content is another powerful tool to build emotional connection with your audience. Consider this Coca Cola ad that incorporates feelings of nostalgia and togetherness:

4. Address Common Pain Points and Offer Solutions

Rather than simply promoting a product or service, focus on crafting content that directly addresses seniors’ real-life challenges and provides actionable solutions. 

Listicles and tip-based content tend to perform exceptionally well, as they offer clear, digestible takeaways. In fact, a study by Anyword found that 70% of listicle headlines tested saw an increase in click-through rates (CTR) when switched from a non-listicle format.

To engage seniors effectively, consider using a pain point + solution approach with topics such as: 

• How to Choose the Right Retirement Plan for You

• 5 Easy Ways to Stay Fit After 60

• Tech Tips for Seniors: How to Stay Safe Online

By structuring content in a way that’s clear, helpful and solution-oriented, you’ll better connect with your 50+ audience and drive meaningful engagement.

5. Include Calls to Action That Reflect Senior Needs

Seniors may not respond as well to aggressive sales tactics. Instead, use calls to action (CTAs) that emphasise value and trust, such as:

• "Download our free guide to healthy aging."

• "Speak with a retirement advisor today."

• "Join our email list for exclusive discounts tailored to seniors."

Read more about the best digital channels to advertise to a senior audience here.

Key SEO Strategies for Creating Content for Seniors

1. Optimise for Voice Search

With the rise of smart assistants like Alexa and Google Assistant, voice search is becoming a key way seniors search for information. 

Optimise your content by:

• Using natural, conversational language

• Answering common questions directly (e.g., "What is the best savings account for retirees?")

• Structuring content with FAQ sections that seniors are likely to be searching for  

2. Focus on Local SEO

Seniors are more likely to search for local services, so optimising for local SEO is essential. Strategies include: 

• Claiming and optimising Google My Business listings

• Adding location-based keywords (e.g., "Best senior living communities in Florida")

• Encouraging satisfied customers to leave Google reviews

3. Long-Form, Evergreen Content

Seniors prefer in-depth, well-researched content over clickbait-style posts. 

Long-form guides, whitepapers and blogs (like this one) perform better than short, trend-based content.

4. Optimise for Social Sharing on Facebook & Email

Seniors rely heavily on Facebook and email for content discovery, and they’re more likely to trust a source shared by someone in their network. So, to increase sharing: 

• Craft shareable posts with eye-catching visuals

• Include CTAs encouraging social sharing

• Offer downloadable PDFs for email users

5. Mobile Optimisation is Key

While seniors do use desktops, a growing number rely on mobile devices. 

Ensuring a mobile-friendly experience with simple layouts, large buttons, and easy readability will boost engagement.

Tips for Engaging Seniors Across Different Content Formats

1. Blog Content

• Write long-form, informative guides (1,500+ words)

• Optimise for readability and SEO

• Include real-life examples and testimonials

2. Video Marketing

• Use captions and simple visuals

• Focus on educational and how-to content

• Keep videos between 3-7 minutes

• Feature testimonials from real customers

3. Email Marketing

• Personalise subject lines and greetings

• Keep formatting clean and text large

• Send weekly or bi-weekly newsletters with valuable tips

• Offer exclusive discounts or early access to promotions

Read more on email marketing for seniors here.

4. Print & Hybrid Marketing

Despite digital adoption, seniors still appreciate traditional print marketing. Consider integrating:

• Direct mail campaigns with QR codes linking to digital content

• Magazines, brochures, and newspapers with clear calls-to-action

• Printed guides or booklets that provide value-driven content

Creating content that resonates with seniors requires a blend of clarity, authenticity, and strategic SEO implementation. 

By understanding their behaviours, values and preferred platforms, you can craft marketing campaigns that truly connect with this valuable demographic.