If you're a personal trainer looking to reach more clients online, figuring out what content to share can be overwhelming.
In this guide, we'll explain content marketing and why it's important for your business.
We'll also walk you through the most popular types of content marketing, such as blogs, videos, podcasts, guides, case studies, testimonials, and reviews.
By the end, you'll have the know-how to create a solid content strategy that connects with your audience and boosts your business. Let's dive in!
What is content marketing, and why is it important?
Content marketing is a strategic approach to creating and distributing content to attract and engage your target audience. It’s not about explicitly pitching your services but sharing knowledge, demonstrating expertise, answering needs, raising brand awareness, and making followers feel valued.
The idea is to stimulate interest and trust so that when it comes to seeking out your services, your business is on people’s minds.
Your content needs to be relevant, valuable, and consistent, so you need to have a clear idea of your target audience (and how to reach them), as well as a strong brand.
The most common types of content marketing
Each content platform offers a distinct avenue to showcase your expertise and connect with potential clients, from immersive blogs to compelling videos, insightful podcasts, educational how-to guides, compelling case studies, authentic testimonials, and impactful reviews.
We will explore the most common types of content marketing tailor-made for personal trainers, shedding light on their unique benefits and discussing practical strategies to leverage these channels for maximum impact and client conversion.
- Blogs
Blogs are one of the best and most accessible types of content marketing for personal trainers. Whether embedded within your website or developed as a standalone platform, blogs offer a seamless avenue to deliver informative, engaging, and SEO-optimized content to your audience.
By writing about topics that resonate with your target demographic, you can cultivate a loyal following and position yourself as an authority in the fitness realm.
Enhance the value of your posts by incorporating internal and external links to enrich the reader's experience and elevate your blog's search engine visibility. - Videos
Videos are consistently (and increasingly) rated as the most engaging type of content for personal trainers, so although there is a bit more work involved in creating them, they are worth the extra effort.
While creating videos may need more effort, the investment reaps substantial rewards in audience connection and retention.
The beauty of video creation lies in its accessibility; a smartphone suffices, coupled with a plethora of free editing applications, to streamline the process.
Ensure each video fits your overarching marketing goals, resonates with your target audience, and reinforces your brand identity to maximize impact and viewership. - Podcasts
Offering a no-cost, on-the-go listening experience, podcasts present a versatile platform that caters to diverse interests and preferences. As a personal trainer looking to capitalize on this burgeoning trend, consider exploring Buzzsprout's comprehensive guide on initiating your podcast journey.
Embrace experimentation by delving into various formats, be it engaging interviews with industry experts or clients, thought-provoking conversations, or brief yet impactful motivational anecdotes. - How-to guides
Nicely fulfilling the remit of providing useful, valuable content to your followers, how-to guides help your potential clients learn how to do something through step-by-step instructions.
Writing and sharing how-to guides give you a great platform to showcase your expertise, establish authenticity, build trust, strengthen your brand, and widen your reach.
Carry out some research to see what is already available online and identify where there are gaps to fill or different angles to take. - Case studies
Case studies serve as a powerful storytelling tool, enabling personal trainers to showcase client success stories and illuminate the transformative impact of their services. These stories not only spotlight your unique approach to personal training but also strengthen your credibility, bolster your reputation, and resonate with your target clientele.
Harness the potential of case studies to spotlight the efficacy of your offerings and foster trust within your community. Explore NESTA's insightful article on leveraging case studies to attract new fitness and coaching clients, delving into practical strategies and best practices to harness the persuasive power of these narratives effectively. - Testimonials and reviews
Testimonials and reviews stand out as great pieces of content that help the visibility and credibility of your personal training services.
These authentic expressions of client satisfaction serve as potent social proof, resonating with potential clients and solidifying trust in your expertise.
By consistently sharing glowing reviews across various platforms, you can bolster your reputation, attract a broader audience, and forge lasting connections within the fitness community.
Some tips on how to approach content marketing
Firstly, make a plan. It doesn’t need to be complicated, but a strategic approach will pay off. Tweak your plan as you try different things and assess their success. Prioritize those activities that give you the best return for your efforts, and remember, it’s better to concentrate on doing a few things well rather than attempting to tackle everything.
Secondly, focus on making your content engaging so that it draws (the right) people in (see our article on How to create engaging content for your personal trainer business. Finally, make the most of your content by sharing it on your marketing channels – website, newsletter, social media – and follow up on interactions.
