Content marketing for coaches


As a small business owner, coach or wellness entrepreneur, like any other businesses, you need to promote your work if you want to sign clients. And your coaching business promotion needs to be carefully considered to bring good results.

It’s time to sit down and find the best marketing strategy for your situation!

There are a few ways you can do this. Let’s divide them in two categories: Outbound marketing and inbound marketing.

English please! Sure, here you go …

“Outbound marketing is a traditional method of marketing seeking to push messaging out to potential customers. Outbound marketing includes activities such as trade shows, seminar series, and cold calling.“ (Hubspot)

“Inbound marketing is a strategy where you create content or social media tactics that spread brand awareness so people learn about you, might go to your website for information, show interest in your product, and potentially make a purchase.” (Hubspot)

“Outbound marketing is costly and the ROI is much lower than inbound marketing.” (Hubspot)

So, taking this into account, I wanted to focus today on showing you why content marketing is a strategy you should seriously consider for your business growth.

1. What is content marketing and why you cannot avoid it as a coach or wellness entrepreneur?

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 profitable customer action.”

Content marketing is all about getting attention from your target audience, raising their interest and finally getting results, showing your expertise and creating valuable content for them.

Even though it can be time consuming, it is the cheapest way to attract the right people to your doorstep and therefore a very good strategy for coaches and small business owners. It is the easiest and the fastiest way to gain traction. But you’ll have to be patient. Content marketing is an investment and will only pay off if you stay consistent!

2. What are the goals of content marketing?

Attracting visitors via your content should first allow you to get new leads (collect email addresses from potential customers). They will get to know more about your business, your coaching services, your brand … and this is how you will sell to them and turn them into customers.

Content marketing goes beyond the simple fast of getting new clients as with a proper content strategy, you can nurture your clients and increase retention & loyalty but also upsell your customers something and turn them into passionate subscribers.

I love this graph from the Content Marketing Institute that nails the whole frame very clearly!

3. Why you shouldn’t be affraid to give away too much content to your audience?

When you share tips, advice, strategies with your audience, it is only legitimate you would fear you are giving away too much. Why create valuable content and distribute it for free? Shoudn’t you be selling this?

There are 2 kinds of persons that will end up reading your content:

  1. The ones that are searching for the best solution to their problem and understand working with experts can take them a long way. They understand implementing something they read will work better and faster with you as their guide!
  2. The ones that are DIY addict and will try all possible strategies and tips as long as they are free.

You should solely focus on the first category. These people are the ones that need help, they are the ones that will hire you to work with them if they are convinced you are the expert they need. Show your expertise to them!

The ones in the second category would never buy anything from you anyway! They are not the ones you are after!

So, are you convinced content marketing is the way to go to grow your coaching or wellness business on the long run? In next article, I will go deeper on the 4 steps to build the perfect content strategy. In the meantime, have a look at this! 👇

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