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Why fitness businesses need content marketing
Most of the time, when someone wants to work with a personal trainer or join a local gym, the first thing they do is turn to a search engine, like Google or Bing. Since most people don’t look past the first few search results, it’s important that you show up at the top.
That’s where fitness SEO (search engine optimization) and content marketing come in. With the right organic strategy, you can build visibility on search engines and get in front of the very best gym and personal trainer leads.
In addition to increasing your organic visibility, content marketing can help you build brand awareness and trust, educate your audience about fitness and so much more. It’s a must-have marketing channel for fitness businesses.
6 benefits of content marketing for fitness businesses
1. Get found on search engines
When someone in your area is looking for a gym or personal training services like yours, it's important that you show up at the top of the search results. Content marketing can help you improve your ranking on search engines, making it more likely that potential clients will find — and choose — your fitness business.
2. Drive low-cost, high-quality leads
Content marketing can help you generate leads that are both high quality and low cost. By creating valuable content that helps your target audience solve their problems, you can attract more visitors to your website. And, since they're actively searching for what you have to offer, they're highly likely to convert.
3. Become a thought leader
Content marketing can help you establish yourself as a thought leader in the fitness industry. When you create and share high-quality, original content on a regular basis, you can position yourself as an expert in the fitness industry. This can help you set your business apart, attract more clients and grow your business.
4. Build trust and credibility
Trust is an incredibly important part of success for personal trainers, gyms and other fitness businesses. When you produce quality content that's helpful and relevant to your target audience, you build trust and credibility with them. This can lead to more clients and sales for your fitness business.
5. Educate and inform your client base
Through content marketing, you can educate your clients about the importance of physical fitness and healthy living. You can also provide them with information about your services, prices and policies. This can help them make informed decisions about whether or not to use your fitness business.
6. Control the conversation
Content marketing gives you the opportunity to gain more control over the conversation about your fitness business. By creating and sharing quality content, you can shape how potential clients perceive your business. This can help you attract more clients and grow your gym or personal training business.
How to find the right keywords for your fitness business
From the quality of your website traffic and leads to the keywords you rank for, your keyword research impacts every aspect of your fitness SEO and content marketing strategy. It’s the foundation of your organic success.
Not sure how to find the right keywords for your fitness business's SEO and content marketing strategy? Start by putting yourself in your clients' shoes and thinking about the search terms you would use to find your gym or personal training services online.
Once you've identified a few potential keywords, it's time to start creating content around those keywords and using them to optimize your fitness website.
Best content marketing types for fitness businesses
Blog articles and website content
Your fitness website is where your content marketing efforts should begin. It's where you can attract visitors, build trust and credibility, and convert leads into clients or members. To do this, you need keyword-rich, high-quality website content, and you need to make it a point to publish blog articles on a regular basis.
Social media posts
Social media is a powerful SEO and content marketing tool for fitness businesses. It's a great way to connect with potential and current clients or members, build relationships and drive traffic to your fitness website. To get the most out of social media, you need to create and share high-quality, original content and engage with your audience.
Email campaigns are a great way to nurture leads, keep your clients or members up to date on your latest offerings and promote your content to a wider audience. To be successful with email marketing, you need to create quality, targeted content and craft effective subject lines. You also need to segment your list and test your emails.
Videos are a wonderful way to engage with your audience, build trust and credibility, and promote your fitness business. You can use videos to show off your services, highlight your success stories or provide helpful tips and advice. When creating videos, it's important to keep them short, engaging and to the point.
Infographics are a great way to communicate complex information in a visually appealing way. They're perfect for sharing on social media or including in blog articles or email campaigns. When creating infographics, be sure to use high-quality images, and that the information is well-organized and easy to understand.
If you want to earn media coverage for your fitness business, content marketing can help. By writing and distributing press releases, you can promote your business to a wider audience and generate more gym or personal trainer leads. To be successful with press releases, you need to write quality, newsworthy content and target the right media outlets.
How to write blogs for your fitness website
Pick a catchy headline
Your headline is the first — and sometimes only — thing potential readers will see, so it's important to make it count. Write headlines that are clear, interesting and make use of keywords. The right headline will help to draw your readers in and entice them to keep reading your blog post.
Use short, easy-to-digest sentences
When writing blog posts, it's important to keep your sentences short and easy to read. This will help to keep your readers engaged, and it will make it more likely that they'll stick with your post until the end. It will also help your blogs to be more mobile-friendly, which helps to ensure a better experience for all of your readers.
Include images, videos or infographics
Images, videos and infographics can help to break up your text and make your blog posts more visually appealing. They can also help to illustrate your points and make your blog posts more engaging. When choosing images, videos or infographics for your blog posts, be sure to select ones that are high-quality and relevant to your topic.
Use keyword-rich phrases
To ensure that your blog posts are found by potential readers, be sure to use keyword-rich phrases throughout your posts. This will help to improve your ranking on search engines, making it more likely that your blog post will be found by people who are looking for information on the topics you write about.
End with a call-to-action (CTA)
Your blog post should have a clear call-to-action (CTA) at the end that tells your readers what to do next. This could be a CTA to sign up for your gym or personal training services, to download a free workout guide or to follow you on social media. Whatever you choose, be sure to make your CTA clear and easy to follow.
Blog topic ideas for fitness businesses
Answers to FAQs
Do you hear the same questions again and again from fitness leads, members or clients? Use your blog to answer these FAQs in detail. Not only will this provide valuable information to your readers — which can help to build trust and convert your readers into clients — but it will also help to improve your SEO.
Case studies and customer testimonials
Do you have any case studies or client testimonials that you can share on your blog? These can be incredibly powerful, as they show potential clients that your fitness business can deliver results. If you don't have any case studies or testimonials, consider reaching out to some of your past clients and asking them to write a review or testimonial.
How-to guides are a great way to provide value to your readers while also promoting your fitness business. You can write how-to guides on relevant topics, like how to start working out, how to eat healthy on a budget or how to stay motivated to exercise. Be sure to include a CTA at the end of your guide that tells your readers what to do next.
Commentary on fitness news
Is there anything going on in the world of fitness that you can weigh in on? Whether it's a new fitness trend or a recent study on the benefits of exercise, your readers will appreciate your commentary on the latest fitness news. Be sure to add your own unique perspective to make your blog post stand out.
Team highlights and updates
Do you have any news or updates to share about your fitness team? Whether it's a new hire, a promotion or a new certification, your readers will want to know. Use your blog to recognize the amazing people you work with and keep your readers up to date on what's going on with your team.
Your fitness business’s story
Your fitness business likely has a story to tell — and your readers will want to hear it. Use your blog to share the story of how your business got started, what your mission is and what sets you apart from the competition. This is a great way to connect with your readers, build trust and convert them into paying members or clients.
Content marketing FAQs for fitness businesses
Why is content marketing important for gyms and personal trainers?
Content marketing and fitness SEO are important for gyms and personal trainers because it can help to improve your ranking on search engines, generate leads, build trust and credibility, establish you as a thought leader, control the conversation about your business and so much more. It's a critical part of successful fitness marketing.
How often should you be blogging?
How often you blog will depend on a number of factors, including your goals, your target audience, your niche and your resources. However, most fitness businesses should aim to publish at least one blog post per week. Blogging on a regular basis will help you build up organic momentum and maximize your success.
How do you optimize your fitness website for search engines?
There are a number of things you can do to optimize your fitness website for search engines, including using keyword-rich phrases, creating quality content, building backlinks and more. Always make sure that you use keywords as naturally as possible, and avoid forcing them into your website content.
How do you monitor your content marketing performance?
There are several different KPIs (key performance indicators) you can track in order to monitor the performance of your fitness SEO and content marketing strategy. These include keyword rankings, organic impressions, clicks, conversions, website traffic and more. By monitoring your performance, you can make necessary adjustments and maximize your success.