The Ultimate Guide To Fitness Content Marketing: 12 Tips For Personal Trainers And Nutrition Coaches

It can be both hard and scary when it comes to creating high-converting and engaging content. Learn how here to do it efficiently and effectively.

Here’s how to do it better.

In order to be a successful fitness and nutrition coach, you must know 13 content writing and marketing tips.

1. Stop making things so complicated

When you want to become a better coach, it’s not too hard. There are many different ways to learn and grow as a trainer. You can start by reading books or watching videos on the subject, or by starting your own blog and sharing training with others.

As long as your text post is simple and easy to read, people will be more likely to read it.

However, you don’t need to produce high-quality health and fitness content to be successful. You can also create valuable content that is easy to read and follow without being in a journal style.

Keep your target client in the loop and keep it simple – that’s all you need to do to be successful with your content marketing campaign.

2. Be mindful of your audience

You need to know your target audience in order to have a good chance of reaching them. This is something that comes with time.

If you want to be successful in targeting working moms, it is important to understand what a working mom goes through. You don’t need to wait for someone else’s definition of a working mom- that won’t work for you. Talk with your target market and learn their current understanding of the term “working mother.”

Participating in a community can be an incredibly helpful way to learn their language and interests. Additionally, listening to them and getting to know them better is the best way to help you better understand them.

Some fitness and nutrition coaches might talk to their clients in a way that makes them feel like they are in our industry and they fill their content with jargon or terms that the clients don’t understand.

We want our Online Trainer Academy students to be able to read and understand the material they are reading at a ninth-grade level or lower. Anything more complicated than that, and you’re probably going to lose them.

Make sure you’re talking to your ideal client, not to everyone.

Content like this sends the wrong message. It’s important to express our emotions in a way that is respectful, but it’s also important not to alienate or isolate ourselves from those we care about.

When we try to talk to everyone, we miss the opportunity to really help people in a meaningful way.

3. Post consistently

Although you may have many other things on your plate, it’s important to remember that there is always someone or something else out there who needs help.

It’s O-K-A-Y if you can’t post every day.

Consistency is more important than frequency when it comes to content marketing. If you can post three times per week, do that! But don’t forget about consistency- make sure your content is always up to date and relevant.

Do not feel guilt or shame when you are posting content that is quality-wise, but it may not be appropriate for the audience that you are targeting.

4. Have fun!

Social media is a great way to be social and browse through content. However, don’t feel like you have to learn every post. People go on social media for various reasons- some want to be entertained, others want knowledge, and still, others just need company. Save the learning for paying clients.

Instead of being serious and depressing, be lighthearted and fun! If you enjoy memes, use them. If you enjoy poetry, make all your posts haikus (and if you do, please tag me!).

“Who’s your favorite BJJ athlete?”

The fact is people today are so scared of being authentic and potentially turning people off that it becomes a hindrance.

It’s okay to be polarizing because you want to attract the right people to your brand of humor. If your brand of humor doesn’t work for everybody, that’s not necessarily a bad thing.

I don’t want to work with someone who is really into politics – I don’t post that kind of content because I don’t want them to see it.

I don’t want to work with someone who is really into politics – I don’t post that kind of content because I don’t want them to see it.

Your content needs to reflect who you are in order for it to be effective. You don’t need to be afraid of this but do it intelligently.

Having fun in your business is one way to communicate and build relationships with people. It also helps you feel comfortable being who you are, and it makes the experience enjoyable. You can do this by doing things that make people happy, like making them laugh or giving them a good time.

5. Really target your audience and their needs

By being constantly learning about your ideal client and focusing on their specific needs, you will be able to provide the best service possible.

6. Use these keyword research tools

Here are a few tools that can help you learn more about your target audience and find things to talk about when you’re stuck:

  • Answer the public pulls search-engine data for particular keywords. So, for example, if my target market is working moms who want to lose weight, I can type in “working mothers/lose weight,” and it’ll display all the searches with those keywords. It also includes a table of results that you can use to answer some of the same questions in your posts.
  • Also Asked is similar to Google, but it takes things a step further. If someone asked, “How does a working mom lose weight?” it will tell you that the people who searched that also searched Y. And it just goes farther and farther out. The related searches can get pretty funny- which can lead to some interesting posts.

7. Maximize your content

I’ll sometimes do life or record a video to share my creative ideas with you.

So let’s say the video is 10 minutes long. I can watch it whenever I want, without penalty. I can:

  • Take out 30- or 60-second clips that make good individual points and share them online.
  • Quotes can be pulled out and used as quote cards.
  • I want to create an infographic based on the talk.
  • I am going to redo this content in a text format with an image.
  • If I have a blog, then I can do it as an article.
  • A mini-podcast is an audio-only podcast that is less than two minutes long.

This video could be enhanced by a million and a half ways.

A lot of trainers are, “Okay I did this thing, now what?” Well, if you want to learn more about it and figure out how to do it better then go back and put the information in different formats.

By breaking down your content into various formats and making bite-sized pieces, you can provide a lot of content in a short amount of time.

We need to stress-free remind ourselves that we need to recycle our data. Everything has its place, and it’s important for us all to be mindful of the wastefulness of our actions.

They may not take any action on your message the first five times, but it’s most likely the eighth or tenth time that they will say, “Okay, maybe I’m ready to do this.”

8. Track the performance of your posts

A big part of content creation and success comes down to knowing what works, then duplicating that research and making it more effective.

Tracking performance might vary slightly between platforms, but you’re looking for posts that got people to interact with you.

Things I would use to gauge performance include:

  • Did your content get a lot of reactions?
  • Did it get comments?
  • Did it get shared?

A post that received zero engagement doesn’t necessarily mean it was a bad post, but you can try reposting it at a different time or in a different way. Maybe it just needs to be tweaked.

Experiment with different ideas to find the one that is best for you.

Save the posts that do well. They struck a nerve and can be recycled. This doesn’t mean you have to change or delete them, but they should remain mostly original.

After you have 30 days’ worth of quality content, start sprinkling in these recycled pieces. Once you hit 60 days, most of your posts can be recycled with new ones just being more relevant.

9. Start simple on a single platform

Many coaches feel like they need to be on the latest social media platforms.

It’s important to remember that your best advice is not worth anything if you don’t stick with it for six months. After all, if you only do well for a short while and then want to move on, it doesn’t mean the advice was worth anything in the first place.

Know that you will likely only need one platform at first. These means don’t overdo it and try to use more than one service at a time. Just keep things simple and manageable early on so you can focus on what is most important.

10. Create a swipe file

Swipe files are a great way to store inspiration for those days when you feel like you don’t have anything new to share.

When I’m browsing Facebook, I save a lot of content – headlines, website structures, articles, graphics, and color palettes that catch my eye.

Save a copy of my personal swipe files so that you can get started with swipe file hosting.

Not only can you use content from other people, but you can also share post content with credit. This is even better because it shows that you respect the original source. People tend to share content they’re part of when they know it will be shared by someone else.

11. Document and celebrate everything

Positivity creates a positive environment, which begets more positivity.

Take a screenshot of nice messages from clients to highlight them for later.
If a client has been struggling to break through their plateau and continue on their journey to greatness, they may want to screenshot the graph in order to better understand what is happening. This will help them see where they need more work, and where they can start working on improving.

You’ve just landed a new client in another state/province/country – share about it.

You might want to think about adding a service or changing something about your business?

12. Make sure you’re asking for something in return

Although the purpose of what we do is to help people, making money from it is also a necessary goal. This content should lead to sales.

We sometimes have to ask for two things:

  • Engagement
  • The Sale

Asking for engagement is the act of asking a person to participate in a post. You can ask them to tag someone who should see the post, or ask them a question so you can comment on their answer.

When you ask for the sale, you’re providing an opportunity for people to raise their hands in interest.

“If you’re a type of person who wants to be served by Y, comment below and I’ll reach out with more information.”

We need to ask for what we want and provide opportunities for people to work with us.

Nick Gerald

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