In today’s marketing world, if you’re not doing content marketing, then your business is not reaching its full potential. Especially in the fitness industry—where there’s so much to teach your audience, and prospects, leads, and members are eager to learn—creating and sharing valuable fitness-related content is crucial for expanding your reach, acquiring new members, and retaining current ones.
The thought of creating quality content your audience wants to read can be daunting, but it’s not as hard as you think once you break it down. Since you’re already an expert on all things fitness, all you have to do is turn that knowledge into user content and share it far and wide. We’ve put together our top fitness content marketing tips below to help you get started!
1. Define your target audience.
There’s no point in creating content for people who have no interest in your products or services. That’s why the first step in any content marketing strategy is to identify your target audience. As you’re coming up with content ideas and executing them, always write with this audience in mind (or audiences — you may have more than one).
2. Research and brainstorm topics your audience is interested in.
Once you know who you’re writing for, you can determine what you should be writing about. Start simple by thinking about questions your members or prospects ask most frequently, as well as their interests, goals, and problems or pain points. You can also do some research into what your audience is already reading online. Look at forums like Reddit and Quora to see what questions they’re asking and read through some content from competing gyms.
Doing keyword research will also be valuable for topic ideation, as well as the writing itself. Keywords are words or phrases that search engines use to identify content topics and pull corresponding pieces for users who search for those keywords. Here’s a list of some free keyword research tools you can use to get started.
3. Write and post blogs consistently.
Blogging is a great way to educate your audience and start building a content library and online presence. Research shows that 48% of companies with a content marketing strategy use blogging and 56% of those who do say it’s effective. Join the ranks of those companies who blog effectively by consistently posting articles about topics your audience cares about. Through your blog, you can answer questions, address common concerns, talk about your fitness products and brand, and inform your readers in other ways.
Blogs are also a good opportunity to use your SEO keywords to gain more traction on Google. Blogging consistently — at least 2-4 times per month — will help you build authority and trust with your readers and with search engines.
4. Incorporate other forms of content to capture and nurture leads.
Along with blog articles, it’s important to offer a consistent variety of other content to cater to the different preferences of your audience members. For example, some of your audience may prefer to read a written breakdown of a leg workout you’re sharing, while others may find it easier to watch a video of one of your employees demonstrating it. Some popular forms of marketing content include eBooks, how-to tutorials, videos, and infographics.
To maximize the return on your content, create and offer gated content pieces along with your free content stream. Gated content is content that a user has to fill out an online form to access, allowing you to capture their data and put them into your sales funnel. Case studies, topic guides, and eBooks are a few examples of valuable gated offers. Once you have your lead’s information, nurture them with emails that reengage them by offering more content, and slowly move them into your sales funnel.
5. Build a social media following where you can promote your fitness content.
After you’ve taken the time to strategize and create quality fitness content, you need to get people to read it so it can do its job of converting them into members. Most of your club members and similar prospects you want to reach are using social media platforms like Instagram, Facebook, TikTok, and so on. Sharing your content on here — whether it’s a link to a new blog post or an infographic breaking down a new workout trend — will help engage your audience, connect prospects with your brand, and promote your content to more people.
Another way to promote your fitness content is through guest posting. Guest posting is when you write a blog article for another business that overlaps with your target audience, such as a nutritionist, and they post it on their website. The benefits are that your content reaches more potential leads and backlinking to your website from another can boost your SEO. You can look for guest writers to contribute to your blog and cross-promote you to their audience as well.
Support New Leads & Members with the Right Gym Management Software
Content marketing is a strategy that takes time to work, but when it does, you’ll start to see new members stream in steadily. If you want to retain those members long term, you’ll need to work smarter with software that streamlines business operations and enhances the member experience.
ASF has the tools you need to run the business side of your gym quicker and more easily, so you can focus on nurturing leads and engaging members. With features like online enrollment and check-in, flexible payment processing, and Club OS integration to help you market and build a community, you’ll have everything you need to deliver the ultimate member experience.