Are you using fitness content marketing in your business? It is now known to be a major factor that health and wellness businesses must consider when it comes to their marketing efforts. Nearly 9 in 10 B2B companies and almost 9 in 10 B2C companies utilize it in their marketing.
What Is Content Marketing?
Creating content to help generate sales, increase brand credibility, and offer resources to intended audiences is the goal of content marketing.
If approached with a plan in mind, it forms a sales channel that takes clients through the purchasing process. Content promotion has the potential to rapidly change total strangers into huge admirers of your fitness business.
This tactic is perfect for luring, keeping, and converting new members. It can assist in gaining recognition and becoming an expert in your field, while also accessing a broader audience. It gives you the ability to reach your perfect customer with accuracy, form a connection, and acquire their contact info for further contact.
The beauty of it is that it is relatively inexpensive (or free in many circumstances), making it highly likely that you will be able to reap a great reward.
Fitness-related material might be shared via blog articles, video instructionals, infographics, or almost any other type of format. No matter how you transmit your message, the information should be worthwhile. This implies it needs to be enjoyable (humorous, captivating, a good narrative) or instructive (useful, feasible, replying to inquiries).
How Is It Different From Traditional Marketing?
Traditional fitness marketing focuses on promoting products or services. The aim of the activity is to convey the advantages and capabilities of the product in a persuasive manner so as to make people inclined to purchase it. Adverts, sales promotions, and gym flyers would all fall neatly into this category.
It is essential to do these activities, but they alone are not enough to survive in the fiercely competitive world of physical fitness. Content marketing goes a step further by creating value that makes your brand the expert in its field. This gives you the status of a reliable and well-respected expert in the fitness field and is much more effective than typical tactics for promoting fitness.
It appears that the fitness industry has not been particularly quick to embrace content marketing.
Occasionally there are unique establishments like Anytime Fitness and Pure Barre. Most health and wellness brands seem hesitant about using content marketing, unsure of what the outcome for their business might be and how to even begin with it.
It appears that the fitness industry has been rather slow to adopt content marketing as a practice.
Of course, there are rare examples of businesses like Anytime Fitness and Pure Barre. Many health and wellness companies seem to be doubting about content marketing, uncertain as to how it can provide benefit to their business or even how to begin. Here are some suggestions for how you can make use of it…
Fitness Content Marketing Benefits
This is a synopsis of the advantages content marketing has to provide for health and wellness companies such as gyms, equipment makers, and nutritional supplement companies.
- Traffic – Generates more traffic to your website via search engines and social shares.
- SEO – Enables you to target more keywords throughout your site, which also increases traffic.
- Lead Generation – Provides an opportunity to educate people about your services and create demand without being blatantly ‘salesy’.
- Speeds Up Conversion – Moves customers to make a purchasing decision more quickly.
- Email Capture – Allows you to offer bonus materials in exchange for an email address.
- Social Media – Gives you more ammunition to post on your social networks.
- Conversation – Opens up more opportunities for interactions via comments and social shares.
- Relationships – Builds relationships with a targeted audience by creating interest and trust.
- Loyalty – Ever-changing content gives customers and prospects a reason to return.
- Brand – Increases awareness of your brand, as well as products or services.
- Credibility – Helps position you as a credible authority in your sector.
- Value – Enables you to provide additional value and reach more people with your message.
These elements are incredibly helpful for your promotional activities. Nevertheless, especially for health and fitness businesses, two matters are absolutely essential.
There are both favorable and unfavorable views about the health and fitness industry. Unacceptable dietary fads, dubious diet pills, aggressive sales practices, deceptive advertising – there are plenty of reasons to be wary of this industry. It is tremendously irritating when you are one of the people who is committed to doing right and have something that can truly benefit others.
Content marketing can aid in establishing trustworthiness and showing that you are reputable (even with many dubious competitors).
Here are some suggestions for how you can make use of it.
- Why not create an infographic that explains the science behind your product in a visually interesting way?
- Or write a series of blog posts featuring client success stories?
- Or publish a mini guide about dispelling common myths in your sector?
Content marketing provides many opportunities to share your narrative and build yourself or your brand’s reputation as an expert.
Many companies in our field tend to experience a lot of customer migration. This is especially true of exercise facilities and gyms, which are constantly striving to maintain their clients. People lose interest, become overwhelmed with their daily lives, or find their health and fitness goals too challenging, thus resulting in them quitting.
Content marketing can help to sustain interest, involvement, and aid them in any difficulty they may be facing. Below are some ways you can use it…
- Could you create an ebook that helps clients reach their goals faster?
- Or a cheat sheet about how to overcome a common barrier?
- Or a video demonstrating advanced techniques to help people progress further?
Content marketing has the potential to significantly boost the level of dedication and reliability customers have towards a business in our sector. However, few firms are exploiting this technique to its full potential.
This is a great chance to show off your expertise and background to your customers and possibilities, all while sticking out from the other players in the game.
Being in control of the content marketing arena could help give you an edge in a crowded field.
Getting Started with Content Marketing as a Health and Wellness Professional
What are the best forms of content marketing to use for your business? Let us walk you through the steps.
Step 1: Develop Your Content Strategy
Generally, content strategy serves as an approach taken by businesses to generate and share content targeting a particular audience. It assists you in comprehending what your audience desires and requires, therefore allowing you to concentrate on crafting material that is relative, advantageous, instructive, or any other kind of worthwhile content for them.
Basically, with a good content strategy, you will draw in the correct people who will turn into paying customers and stay that way.
But how do you come up with one?
Begin by inquiring why you are producing content. What do you wish to achieve through your content? Do you want to raise visibility, attract new customers, or strengthen relationships with existing ones?
Having a clear understanding of your purpose can help determine where potential customers are in the purchasing process, which informs decisions about the kind of content that should be created.
What Is a Sales Funnel?
The sales funnel can be universally boiled down into three stages:
- Awareness: Leads have become aware that they have a need that must be fulfilled or have become aware of your product or service. For instance, an individual who wishes to adopt better lifestyle choices may be in the market for a Certified Health & Wellness Coach.
- Evaluation: Leads are aware that your service could fulfill their need, and they’re trying to determine whether you’re the best fit. For instance, let’s say you’re a Certified Prenatal and Postnatal Fitness Specialist. Someone who’s just given birth may be aware of your ability to coach them through an exercise program—but is also actively searching for and comparing other fitness professionals.
- Purchase: Leads are ready to purchase (i.e., hire you).
Understanding the Sales Funnel’s Impact on Content-Type
Previously, it was noted that various divisions of the sales process require distinct sorts of material. Here are the types of content HubSpot recommends for different parts of the sales funnel:
- Awareness: Whitepapers, E-books, Tip Sheets, Checklists, How-To Videos, Educational Webinars
- Evaluation: Service Offering Webinars, Case Studies (i.e., past clients’ successes), FAQs, Data Sheets, Walk-Through Videos
- Purchase: Free Trials, Live Demos, Consultations, Coupons (i.e., discounts)
If you are a certified nutrition expert for autoimmune wellness, then your goal for content marketing should be to motivate more of your prospects to move from the recognition stage to the assessment stage.
An e-book could be created detailing the different diets and holistic approaches people suffering from autoimmune issues could take to support a healthy lifestyle.
This makes you a trustworthy expert on the topic and shows your expertise in creating plans for individuals dealing with autoimmune diseases, making you a top choice for people looking for services.
Consider what goals you would like to attain through content creation. This will assist you in figuring out the particular kinds of content to generate.
Step 2: Gather Insights into Your Target Audience
At this juncture, you ought to be aware of the sort of content that would be most appropriate and helpful to your organization’s demands (for example, creating leads or conversions, etc.).
Consider the demographic, psychographic, behavior and preference characteristics of the people you are looking to target. Are they residing in an urban area or in the outskirts of the city? What web services do they use most frequently? Do market research if necessary.
Identifying your buyer personas is crucial.
It allows you to select the most suitable channels for your content marketing (like utilizing TikTok if you are aiming to target a younger audience) and guides you on how to adapt your messaging in your content to appeal to them specifically.
For instance, if you are a personal trainer, you could identify two main types of clients: a busy mother or a female college student. It would not be the best option to address both of these audiences in the same manner.
Create content customized to each individual’s specific priorities and challenges when it comes to living an active lifestyle.
Step 3: Be Selective About the Channels You Ultimately Choose
You are now informed about the exact types of content, advertisement methods, and the language tone you should use to accomplish your company objectives. List them down, and evaluate them carefully.
Are you able to dedicate both the financial and temporal resources necessary for multiple content marketing strategies and distribution methods? If you’re confident you do, great! Go ahead.
Be anxious about overextending yourself? Concentrate on one or two marketing strategies rather than more. If generating videos is not something you want to spend a lot of time on, opt for an FAQ sheet list instead.
Also, try beginning with what you feel most confident about. Camera-shy but have a way with words? Then start with blog posts!
An extra suggestion: You don’t necessarily have to make your content from the start all the time.
Rather than start from scratch, you could practice “content repurposing”, which involves recycling parts or all of existing content in order to increase its accessibility. You could convert all the content you composed for an electronic book into a script for a tutorial video.
Step 4: Set and Track Relevant Marketing Metrics
It’s necessary to keep tabs on milestones when working with clients, just as it is essential to create and track applicable metrics when working with content marketing.
Marketing metrics can be utilized to ascertain whether your content marketing objectives are being achieved in the right way. Conversely, they can bring to light circumstances that may not be ideal, giving you the opportunity to assess, alter, and get back on course.
It can be stated that the number of marketing metrics is roughly equivalent to the number of different kinds of content.
To help you get started ASAP, though, here’s a handful that may be particularly relevant to health and fitness professionals:
- Return on Investment (ROI): How much revenue is generated per dollar spent on marketing. Note: Only relevant to paid ads.
- Conversion Rate: The percentage of visits that result in the desired action (e.g., signing up for a complimentary coaching trial session after reading your e-book).
- Organic website traffic: Unpaid traffic driven through search engines; applicable to websites.
- Bounce Rate: Tracks visitors who only view one page on your site before exiting (a sign that your content isn’t what they’re looking for).
- Social media metrics: Includes Likes, Comments, Shares, and Follower Growth Rate (i.e., how quickly your profile is gaining new followers).
Fitness Content Marketing – Summary
Now you understand the advantages of content marketing for your fitness business and have a plan in place to put it into action.
Produce content that is of value instead of self-marketing, this will be shared more often, secure a higher position on Google and make it possible to contact more people. Through this, you can draw in, maintain, and convert potential customers into paying customers, assisting them in attaining their desired fitness objectives.
Health and fitness marketing can be highly competitive. It’s not easy to stand out from the crowd. Content is an area that can distinguish your organization from others, allowing you to get an advantage over your opponents.