You’ve probably heard “Content is king” countless times. But you might have wondered what that means and how you can find help with content creation for your gym.
Well, content really is king; viewed from another angle, it’s an essential “must have” component of your business plan.
Content marketing has emerged in the last 10 to 15 years as one of the most effective ways to promote your business. That’s true for just about every business in all kinds of industries, from small boutiques to massive corporations.
This blog post will give you help with content creation so that you’re constantly attracting new members, keeping your existing ones, and establishing your gym as a trusted source in the community.
- Why do you need content?
- What kind of content works best?
- How do you provide high-quality content that drives engagement, conversions and retention?
We’ll give our top 10 content creation tips for gyms. But first, a little context about what content is and why you need it.
What is Content?
What do people mean when they talk about content and help with content creation?
Well, simply put, content is a big part of how everyone gets information nowadays – about goods and services, the news … just about anything… by searching for what they want or learning about things on social media.
That means brands – and yes, if you’re in business, then you’re a brand – that means brands must take the lead in sharing what they want to share and how they want to share it.
To tell their own stories.
With content, like:
- Articles, photos, videos, infographics, etc.
- For social media, websites, blogs, brochures, postcards…
In the good old days, you might type up a press release send it to the local media, and hope they’d decide to cover you. Or maybe you’d try to scrape together an advertising budget to buy airtime or space in the paper.
But now, you don’t need them as much.
You define your audience and how to reach them.
You create information that IS NOT ADVERTISING.
Repeat: Content is NOT advertising. Content is a conversation. It’s a way for people to get to know you and to trust you so that, when the time comes, they will want to do business with you.
Content gives people something they’ll enjoy, something that will educate them, or maybe even something that will move them. Human stories, for instance, instead of statistics, expert opinions, and hard-sell tactics about “two for one” deals available for a limited time.
For help with content creation, remember that content is:
- Targeted to a specific audience
- Helpful, useful, engaging
- Providing value, not just selling
- The goal: Grow your business
Content helps you set yourself apart from everyone else in your community who offer similar goods and services.
It shows you care enough to communicate with them – NOT JUST when you’re trying to sell them something.
For any demographic, content can show that you have expertise about their needs and desires regarding fitness. When they look at your gym, studio or training, they’re going to want to see something that assures them they’ve found the right gym, studio or trainer.
It’s proven that content brings prospects to your website and social media accounts. That it gets more people on your email list. And that it’s vital for sales, retention and referrals.
In a sense, content is word of mouth in the digital age – with you telling your own story.
Now, here are our top 10 tips for help with content creation.
1. Highlight Your Members’ Transformations
Telling stories is a basic component of humanity, from cave drawings to Instagram. The mix of emotions and facts is unbeatable for inspiring people to act.
Remember that you are not the hero of the stories you’re telling. Your clients are.
Your personal passions, professional credentials, and shirtless photos are (sorry) not relevant. People care about what you can do for them, not about your six pack.
For help with content creation in sharing transformation stories, follow the classic storytelling format.
1. What was the person’s life like before?
2. How did they find a solution by exercising with you?
3. What’s their life like now?
Use before-and-after photos. Have actual conversations – no email Q&As; the good stuff comes in the follow-ups, not in the first answer to questions.
And focus on human-interest – like common reasons that people want to get in shape. There’s so much emotion in these stories, and people can relate to them – they can see themselves in the stories and think that maybe you can help them, too.
2. Send Emails at Least Twice a Week
Email is one of three main ways to get your message out to your audience, along with social media and your website.
It’s too often overlooked by gym owners, even those who want help with content creation. They say they personally hate receiving emails from businesses – and mistakenly assume that everyone feels the same way.
Or they say they’re afraid to become spammers – neglecting the obvious solution to that worry: Don’t send spam!
If most of your email content is engaging, useful, and relevant to your audience, providing value rather than a hard sell, then they will appreciate the added value. They will look forward to hearing from you. And when they decide to join a gym, YOU will be top of mind.
3. Don’t Try to Post Constantly Everywhere
With so many social media channels, it can be overwhelming to think about posting on them all the time.
But here’s a big help with content creation: It’s best to limit your efforts to one social media channel.
Choose one where your desired audience already spends time. And play to your own strengths of time, talent and resources.
No one is expecting Hollywood-level production values on Facebook, TikTok, YouTube, Instagram, LinkedIn, etc.
Each channel has its unique pros and cons, so match one and develop consistent content creation on it.
4. Update Your Blog Regularly
A simple, basic thing often overlooked is this: Update your blog every week.
Read, “Create A Fitness Website That Works for You”
There are two main reasons why this can help with content creation.
First, it’s good for your Search Engine Optimization, so people will be more likely to find you online. Second, it shows your audience who you are and what you value. It lets them get to know you, like you, and trust you before deciding to do business with you.
Learn to write proficiently or consider hiring a writer or using a content creation service. The writing that appears on your website represents your business. Treat it seriously.
5. Always Have Topics for Content
In addition to Member of the Month transformation stories, you should keep a list of sources for story ideas, like these:
- Share news stories, citing the reputable sources that produced them.
- Share updates about your community and organizations you support.
- Upcoming events, ranging from holiday hours to open houses and community fun runs.
- Post about upcoming holidays and your gym’s hours, then share photos of your staff and members enjoying events.
- Provide healthy recipes
- Show short videos of your trainers providing workout tips
6. What to Avoid
Controversy, sex, politics, religion…
Seriously.
Remember that the next time you’re tempted to post about the current or past president, or about what’s happening in the news, or immigrants or LGBTQ issues… or anything that is likely to alienate half of your audience.
You want to welcome everyone and keep the focus on how you can help people be more fit. That’s it.
7. Let Photos Speak for You
You don’t have to use professionally produced photos and videos. In fact, the “homemade” look is more effective for a lot of businesses.
But the most important thing about your images is: Who’s in them?
Make sure you have photos and videos that show people who look like your ideal client. If you’re in business to help Baby Boomers enjoy retirement, then your content should not be full of buff 25-year-olds.
Being focused on the right images and messages provides tremendous help with content creation. Remember what you ARE – and what you’re NOT.
8. Offer Free Educational Content, Including Videos
If you want help with content creation, look no farther than the mirror or your own staff.
Position your gym as a trusted resource by sharing educational content that addresses common fitness challenges. Blog posts, infographics, and short video tutorials on topics like nutrition tips, workout routines, and injury prevention build credibility and keep your audience coming back for more.
Example Topics:
- “5 Mistakes to Avoid When Starting Strength Training”
- “How to Meal Prep for a Busy Week”
- “The Best Stretches for Lower Back Pain”
9. Share Community Events and Updates
Keep your audience informed about events like fitness boot camps, charity runs, or member appreciation days. Highlight group activities to promote your gym’s sense of community. Do you sponsor a Little League team or have a booth at the annual festival?
Pro Tip on Help with Content Creation: Post event recaps with photos and videos to create excitement and encourage future participation.
10. Create a Content System
We see so many gym owners who say they want help with content creation, find some good advice – and then do nothing with it.
They say they don’t have time. Or they meant to do it, but something more important always came up. Or… Or…
If it’s important enough to do (and content is), then systematize it. Bake it into your operations, along with hiring a cleaning service, filing payroll records, and paying the bills.
Assign it to a team member – as part of his or her assigned duties, not as something to do when they can get around to it. Involve the team as needed. Hire out if you must. But do it – consistently and well.
Help with Content Creation Conclusion
If you follow these 10 tips, you’ll have no trouble creating plenty of effective content.
If you know who you are, what your mission and values are, and who your customer avatars are, then it’s just a matter of doing it.
It’s not art. It’s no mystery. It’s work — something every business must do if they want to thrive over the long haul.
And – here’s our final bit of help with content creation – if you let yourself enjoy it, the whole thing can be a ton of fun.Want more tips for growing your business? Get our free “51 Ways to Acquire Clients Without Facebook Ads.”