The Content Division launches new platform for older Australians

The Content Division has partnered with Seasons Aged Care to launch a new digital platform for older Australians, which will seek to tackle conversation about ageing and dying.

Grey Matters will feature contributors such as cook and author Maggie Beer, finance expert Noel Whittaker, Australian comedian Jamie Dunn, former NRL star Wally Lewis and ballet dancer Li Cunxin, and will seek to tackle conversations that get ‘buried’ as people grow older.

Grey Matters has recruited a number of contributors

The website is broken into seven categories: opinion, life and death, laughs, health, community, lifestyle and money. A newsletter subscription option is also available.

Chris Johns, Seasons Aged Care general manager of sales and marketing, Chris Johns, said the more frank the conversation, the better.

“We approach every topic in a tasteful way, without mocking people’s views and experiences,” Johns said.

“People traditionally don’t want to talk about palliative care or living wills or quality of life, but we want to change that because these conversations need to be had.

“We need to understand where older Australians are coming from and have conversations now, rather than making them taboo.”

According to Johns, Grey Matters will remain audience focused, so as to ensure old Australian do not feel like they are being sold to.

“Eventually we want to have a cost neutral position,” he said. “But for now, we want to absorb that cost and not make it about profit in order to keep giving the audience what they want and what they look for.”

The business has partnered with The Content Division to execute the platform and carry out the content strategy.

The Content Division’s director of strategy, Kurt Sanders, said Grey Matters was “not after eyeballs at any cost”, describing the platform as one of his greatest achievements.

“Publishers in this space are motivated by clicks and eyeballs, whereas brands in an awareness sense are motivated by reach, perception and even feel,” Sanders said.

“The key difference with Seasons is that they are a fantastic and authentic hub of advice and content, thanks to the stories and advice of their residents, staff and network of experts,” he added.

“We wanted to develop a platform that extended this.”


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