Content marketing is full of opportunities. Just last year, 87% of B2B marketers used content marketing to build brand awareness, 81% used it to build credibility and trust with their audience, 78% used it to generate leads, and 68% used it to retain existing customers.
If you haven’t taken the plunge and integrated content marketing in your overall marketing strategy, you’re missing out – yes, even if your business is in the health and fitness category.
To start your fitness business’s content marketing journey, put these seven tips into practice:
1. Define your target audience.
Before you can create effective content and configure your website for success, you need to know who you are trying to reach through these efforts. Are you a fitness tech company that made an app for consumers? Are you a fitness equipment company primarily interested in serving gyms and health clubs? Are you a tech company providing digital solutions for gyms to manage training classes and member registration? Come back to your target audience is essential for you to form the rest of your content marketing strategy with these people in mind.
2. Perform a keyword search.
Once you know who you’re trying to reach, take a step back and think about what these people might be looking for online. A great way to do this is keyword research. You can use a tool like Moz to dive into the keywords related to your niche, how often those keywords are searched, and any related keywords you might consider. This research will help you create relevant content for your audience, and it will help you appear in the search results for queries related to those keywords.
3. Perform a technical audit of the website.
No matter how good your content is on site, your audience won’t find it if your website isn’t set up for success. A website technical audit allows you to look under the hood to make sure your website is functioning properly and won’t be penalized by Google. Some components that you will look at as part of a technical audit of your website include metadata, page speed, duplicates, broken links, and security. For an explanation of all components, check out this blog post.
4. Create engaging and relevant blog content.
Once your audience lands on your website, you need to deliver relevant and engaging content if you want it to stick around. This is where your blog comes in. You don’t have a blog? Create a. Blog posts allow you to educate your audience about your offerings and your business, share your story, and answer common objections or questions that might prevent prospects from becoming customers. Additionally, when you create blog content that is relevant to your audience, you can naturally include keywords in that content and improve your chances of appearing in search results for queries from your audience.
5. Publish guest articles in industry publications.
Guest messages allow you to create original content for an external publication that addresses and adds value to that publication’s audience. Content provided by guests is a great opportunity to grow your audience to include the audience for this post, and it allows you to generate third-party credibility to build trust with your prospects. Additionally, in some posts you may be able to include a link to an educational blog post on your website, which can help boost your website’s SEO.
Confused about which publications you should submit content to?
6. Offer closed content to capture leads.
Getting people to visit your website is of course not your end goal. So it is important for you to create opportunities for your visitors to share their contact information with you so that you can interact with them more. But just having a contact form is not enough. An effective way to gather contact information from prospects is to offer valuable content in exchange.
For example, you can create a checklist outlining an ideal process that gyms can use to ensure that their facilities stay clean and hygienic throughout the day. Or you can write a white paper explaining step-by-step how a new gym or health club can create strong offerings without breaking the bank. The format and topic will vary depending on what your business has to offer and who you are targeting with that content, but be sure to place this content behind a “door” so that you can collect contact information in exchange for that content. precious.
Learn how to create effective secure content by downloading your free checklist!
7. Create email sequences to nurture prospects.
Once someone downloads some of your secure content and becomes a lead, you need to have a plan in place to re-engage that person. Email sequences are a great way to keep your brand in mind. For example, depending on what resource someone uploads to our website, I put it in a relevant email sequence that I created in HubSpot to continue to deliver valuable content and educate them about our industry and our services. The goal? Nurturing leads to the point that they are ready to be passed on to the sales team. Just make sure that your emails have real value and are sent by a real person that recipients can respond to if they have any questions or want to continue the conversation started in your emails.
These steps may seem daunting, but they are essential if you want to create an effective content marketing strategy. If you’d like to chat with a content marketing expert about your strategy, just click below to set up a call with us!