Complex information accessible and informative
Increasing online findability to support seniors even better with digital challenges. That is what SeniorWeb was striving for. Well, challenge accepted! We approached it with an innovative combination of AI-driven workflows and visual content creation.
With scalable instruction videos, ChatGPT-generated scripts and an optimised publishing strategy, we made complex information accessible and intuitive.Â
The results are impressive: spectacular growth in organic findability and more seniors helped than ever before.
Growth in organic positions
For the top 3 keywords
Seniors helped
200 to 5,500 seniors are better served with their digital challenges every month.
Growth in CTR
Growth of search engine marketing campaigns targeting digital queries.
We are big fans of SeniorWeb
‘Life gets more fun when you are digitally fit’, signed by SeniorWeb. Since 1996, this national non-profit association has been aiming to make the digital world understandable for everyone. Of course, as a digital marketing agency, we can only be fully in line with this conviction.
SeniorWeb's challenge
SeniorWeb has been ready to help elderly people with digital issues for almost 30 years. This has since led to thousands of step-by-step plans, all neatly written out to answer all kinds of questions.
Their written roadmaps allow SeniorWeb to make an impact on a large scale and reach a wide audience. But besides the thousands of textual manuals, SeniorWeb was looking for a more visual and accessible alternative.
We opted for video. The ideal digital solution to offer senior citizens an intuitive and visual learning process for all their complex issues. Video is becoming increasingly important in search results and for the user experience. With more than 3,000 articles on SeniorWeb, each with detailed step-by-step instructions in text, there is a huge opportunity here to significantly increase organic findability.
A smart implementation; fast and scalable
But how do you convert 30 years of textual roadmaps to video tutorials, which are also findable organically? Manual is not an option, that’s like watching paint dry, there’s no time for that and therefore not scalable. That’s why we are developing a smart implementation; a fast, scalable, automated AI workflow.
We started of with the fieldwork: a comprehensive target group analysis among 507 SeniorWeb members through a member panel survey via e-mail. The goal? To determine the ideal format for instructional videos, identify preferences and evaluate the first test videos.
Once we have identified the ideal video format, we choose to start with the most popular tutorials that make an impact quickly.
Our AI Workflow, fully automated
Persona in ChatGPT
Our chatbot in ChatGPT translated complex tech jargon into understandable answers, fully tailored to SeniorWeb’s target audience.
AI-driven workflows:
ChatGPT then extracted the essentials from tutorials and generated script suggestions, including voice-over and storyboard recommendations.
These scripts are converted by ELAI into interactive videos, completed with subtitles. The result? Tutorials that are not only understandable, but actually work.
Publication and optimisation:Â
After a check and approval from SeniorWeb, the videos are published on YouTube, linked to relevant articles, and optimised with Structured Data for better visibility in search results.
Impact that lasts and counts
Together with SeniorWeb, we pushed boundaries. Through smart use of AI and automation, not only the number of members increased beyond expectations, but we made digital knowledge truly accessible to seniors. With 17% higher organic positions, 34% more CTR, and thousands of seniors helped each month, the figures show what is actually possible with the right approach.
But the real win? SeniorWeb helps seniors get a hold of the digital world. These videos make it easier to offer visual support in addition to textual explanations, allowing seniors to absorb the explanations in a way that suits them best.
We were able to contribute to helping seniors participate effectively in digital society. It’s impact that lasts and counts. And that’s something we are very proud of.
Get in touch!
Find out how our AI-driven workflows and smart strategies can turn your ambitions into reality. We are ready to make it possible for you! Contact us and we’ll help you out.
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