In today’s consumer-driven world, content marketing remains one of the best tools health and fitness professionals can use to build trust, develop relationships, improve conversions, and generate leads.
Simply put, content marketing is a “mission critical” that will help your business grow and prosper regardless of whether you are a personal trainer, health coach or nutritionist.
But let’s be honest. Content marketing can be a daunting concept to learn.
Between formulating client programs, coaching clients during their sessions, and Keeping your knowledge of health and wellness updatedYou may have a little time or mental bandwidth left to delve into the details of content marketing.
This is why this article exists. Here, we outline what you need to know about content marketing as a health and fitness professional to create useful, high-quality content that will establish your credibility, build trust, and enhance your reputation.
What is content marketing?
according to Content Marketing Institute“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience—and ultimately to drive customers to take profitable actions.”
The keywords here are “relevant” and “value”.
- Appropriate: Information tailored to pain points or needs (eg a brief report on the best squat shoes for a reader looking to improve their lifting form)
- valuable: When someone reads your content, they have a specific goal in mind. Examples include getting answers to a question, solving a problem, or simply learning more about your services. In marketing speech, ‘benefit’ refers to the extent to which they help the content achieve this goal.
People tend to look for content marketing; They want to consume it rather than avoid it. why? Because it is convenient and meets their specific needs.
Types of content marketing
There are many types of content marketing, but here are some of the most common and popular to get you started.
Social Media Content Marketing
There is more 3.6 billion global users of social media—Number expected to rise to nearly 4.41 billion in 2025. Getting a small percentage of that and turning it around could generate huge returns for your business.
Within the social media content marketing itself, there are many platforms you can choose from: Facebook, Instagram, Pinterest, TikTok, YouTube, among others. There are also several ways you can create and share content on each of them. For example, you can create infographics and then share them on Pinterest; Host live broadcasts on Instagram, Facebook and TikTok; And he posted long educational videos on YouTube.
Content Marketing Blog
Blog posts (like the ones you’re currently reading) are a powerful type of inbound content.
With a blog, you can promote “inside” content and related service offerings via links, as well as add social sharing buttons.
An example of successful blog content marketing is Graduated by Charlotte FaithAFPA Certified Holistic Nutrition. She posts helpful recipes on her website to attract readers who may become interested in her services over time.
Podcast content marketing
in 2020, Infinite demand (The longest-running survey of digital media consumer behavior in the United States) found that 49% of Americans ages 12 to 32 had listened to a podcast within the past month — an average of six hours a week.
Like blogging, podcasts allow for a lot of creativity. You are free to decide exactly what topic you want to cover, how long you want your episodes to be, and where you host your channel.
Video Content Marketing
Research by Wyzowl shows that 69% of consumers They say they prefer to learn about the brand’s product or service through video.
Here are more compelling stats on why you should consider video content marketing: Video marketers get it 66% more qualified customers annually and achieve a 54% increase in brand awareness.
There are many ways to share video content, including YouTube, various social media platforms (such as Instagram and Facebook), and even blog posts.
Paid Advertising Content Marketing
Content marketing doesn’t necessarily have to be free.
You can also take advantage of paid advertising to reach a wide audience and get visibility in all the places you want to see. Examples of paid advertising include pay-per-click (eg, Google AdWords, Facebook ads, Twitter ads, Instagram ads), online partnerships and website acquisitions, to name a few.
However, paid ads only work well when paired with relevant and valuable content.
Getting Started in Content Marketing as a Health and Wellness Professional
With so many different types of content marketing to choose from, how do you decide which ones are right for your business? Let us walk you through the steps.
Step 1: Develop your content strategy
In general, content strategy refers to your business’ approach to creating and distributing content to a target audience. It helps you understand what your audience wants and needs, so you can focus on creating content that is relevant, useful, educational, or otherwise valuable.
In other words, The right content strategy They help ensure that you attract the right audiences who will eventually convert into paying customers and remain so.
But how do you come up with one?
The first step is to ask yourself, “Why”; Why create content in the first place? What do you want to achieve with your content? For example, are you trying to raise awareness, generate leads, or engage existing customers?
Knowing the “why” provides insights into where your audience is currently in the sales funnel, which in turn directs you to the specific types of content you should create.
What is a sales funnel?
Sales funnel globally can be reduced to three stages:
- consciousness: Potential customers have realized that they have a need to be satisfied or have become familiar with your product or service. For example, an individual who wants to adopt better lifestyle choices may be in the market for a Certified Health and Wellness Coach.
- evaluation: Potential customers realize that your service can meet their needs, and they are trying to determine if you are the best. For example, let’s say you’re a file Certified Prenatal and Postnatal Fitness Specialist. A person who has just given birth may already be aware of your ability to train them through an exercise program – but they are also actively seeking out and comparing other fitness professionals.
- buying: Potential customers are ready to buy (eg, hire you).
Understand the impact of a sales funnel on content type
As mentioned earlier, different segments of the sales funnel call for different types of content. Here are the types of content HubSpot Different parts of the sales funnel are recommended:
- consciousness: Technical documents, e-books, tip sheets, checklists, how-to videos, and educational webinars
- evaluation: Webinars offering services, case studies (eg, successes of past clients), FAQs, datasheets, and how-to videos
- buying: Free trials, live demos, consultations, vouchers (eg, discounts)
So, suppose you are a Certified Autoimmune Holistic NutritionistThe goal of your content marketing is to move more potential customers from the “awareness” stage to the “assessment” stage.
The content you can create portion is an e-book that covers various holistic nutritional strategies that individuals with autoimmune diseases can adopt to promote optimal health.
This establishes you as a source of authority in the matter and highlights your ability to develop plans for people with autoimmune diseases, putting you on the radar of potential clients.
So, think about what you would like to achieve by creating content. This will help you narrow down the specific types of content to create.
Step 2: Gather information about your target audience
At this point, you should have a clear idea of what type of content will be most relevant and useful to your business needs (be it lead generation, conversion, etc.).
This is where you should start thinking about the characteristics of your target audience in terms of demographics, psychological planning, habits, and preferences. Do they live in an urban setting or in suburbs? What online platforms do they spend the most time on? Do market research if necessary.
Defining your buyer personas is critical.
It helps you choose the most appropriate content marketing channels (for example, using TikTok if you’re trying to attract younger customers) and teaches you how you might need to tweak the messaging in your content pieces to appropriately target your marketing to them.
For example, as a personal trainer, you may find that you have two primary buyer personas: one identified as a busy mom, and one identified as a college freshman. It wouldn’t be ideal to talk to these two audiences the same way.
They both face different priorities and challenges in leading active lifestyles – so talk about their unique needs by creating content messages just for them.
Step 3: Be selective about the channels you choose at the end
Well, you now know the specific types of content, marketing channels, and message tone that you should use to further your business goals. List them, and evaluate them carefully.
Do you have the resources (i.e. time and money) to commit to multiple types and channels of content marketing? If you’re confident you do, great! go ahead.
But if you’re worried you’ll end up “overwhelmed,” prioritize one (or two) types of marketing. For example, if creating a video is taking too long for you, go to our simple FAQ sheet lists instead.
Also, consider starting with what you feel comfortable with. Shy of the camera but have a way with words? Then start with blog posts!
Here’s an additional tip: You don’t necessarily have to create content from scratch all the time.
Alternatively, you can do something known as “content change purpose” – the practice of reusing all or some aspects of existing content to expand its reach. For example, you can shorten everything you wrote for an e-book to text for a video tutorial.
Step 4: Set and track relevant marketing metrics
Just as progress tracking is an essential part of working with clients, content marketing also calls for setting and tracking relevant metrics.
Marketing metrics help determine if you are on the right track and progressing toward your content marketing goals. On the other hand, they can also help point out the direction things are going, allowing you to re-evaluate, adjust, and get back on track.
However, there are nearly as many marketing metrics as there are types of content.
To help you get started ASAP, though, here are a handful that may be especially relevant to health and fitness professionals:
- Return on Investment (ROI): The amount of revenue generated for every dollar spent on marketing. Note: Only relevant to paid ads.
- conversion rate: The percentage of visits that lead to the desired action (eg sign up for a free training session after reading your e-book).
- Website organic traffic: unpaid traffic driven by search engines; Apply to websites.
- bounce rate: It tracks visitors who view only one page on your site before checking out (an indication that your content is not what they’re looking for).
- Social Media Metrics: It includes likes, comments, shares and follower growth rate (that is, how quickly your profile will gain new followers).
NB: Your business is unique, so your marketing metrics should be too. So, instead of looking at what other health and wellness professionals are measuring, you should measure what is most relevant to your business goals — and your content marketing strategy.
It can be easy to overlook content marketing as a health and wellness professional. After all, it involves additional work.
But if you are consistent and strategic with the way you approach it, then content marketing can pay off in the long run. Whether you are looking to get more clients or even sell your services through social media, the possibilities are only limited by your imagination.