Have you been following our marketing series? If so, you know that creating new content is essential if you want to grow your health coaching business.
You know that it positions you as an authority figure. You know it helps build relationships with potential clients. And you know it boosts your SEO rankings so you get more visibility. See why all that matters here.
The problem is, you might also feel like every health coach under the sun has already blogged, vlogged, or recorded a podcast about the topics you’re considering.
So, why should you create content, even if you think you have nothing new to say?
Because you do have something to say. And you have a huge audience just waiting to hear it.
Here are more reasons why:
• No one else will say it just the way you will
• No one else has the same insights that you do
• No one else has your unique story
• No one else has your personality
You being you is what makes your content stand out.
Think about the circles you run in.
If you only follow other health coaches, personal trainers, and nutritionists online, it can feel like you’re being bombarded with the same message over and over again. (Doesn’t everyone talk about intermittent fasting and grass-fed collagen protein 24/7?) Spoiler alert: they don’t. But it can feel like it when you surround yourself with other people who do what you do.
I fall into this camp more often than I’d like to admit. My husband is a Primal Health Coach, and sometimes our dinner table conversations sound more like a Paleo f(x) conference. It’s not until I’m with a group of friends who aren’t immersed in the health world that I realize what I have to say is completely new—and completely fascinating to them.
When you’re constantly surrounded by other health coaches, it’s easy to feel like the market is saturated with your message. But in reality, it’s not.
How do you create something people want to read?
I’ve been a health coach for just about a year now, but I’ve worked as a professional writer in the advertising world for more than 20. And if there’s anything I’ve learned over the years, it’s that what you write about is as crucial as how you write it.
Think about what’s important to your niche audience. Are they busy working moms looking for ways to combat stress? College kids trying to eat Primally on a budget? Senior citizens who want to get back into the gym?
Spend 30 minutes brainstorming topics that would resonate with your audience, and see how many ideas you can come up with. You’ll use this in your content calendar when you’re done (more about that further down in the post).
But what about actually sitting down to write your content? This part can be a challenge, especially when there’s no due date or teacher or boss harassing you to turn in an assignment, so check out these tips for getting started:
1. Set aside time every week to write.
When do you feel the most creative? Are you a morning person? A night owl? Do you get inspired on the bus? On the trails? In the shower? Take advantage of that feeling and schedule a day and time to write. Every. Single. Week. For me, I like to write early on Monday mornings. It’s when I feel the sharpest and most creative. It’s also when I know no one will need me and I’m not already overwhelmed by emails or texts (or kids) coming in.
2. Turn off any distractions.
Set a timer for 60-90 minutes and just write. And that means no checking Facebook, Instagram, or your inbox, no grabbing a snack and no bathroom breaks ‘til after your session is over. It’s important to set aside uninterrupted time for creating new content, because unlike writing a quick social media post, a blog post or newsletter may require research and digging up stats or studies. Plus, you want to make sure you’re putting your own unique spin on what you’re writing.
3. Don’t overthink it.
How many times have you sat in front of a blank Word doc or WordPress screen with that flashing cursor staring back at you? It can be intimidating, but here’s my advice: Just write. Let your thoughts flow onto the screen without editing, crossing things out or deleting the entire page. You’ll also want to avoid time-wasters like changing the font or font size, adding color, or rereading what you’ve written over and over until you’re finished writing the initial draft.
4. Create a content calendar.
This doesn’t need to be anything fancy. Just make a schedule of what content you want to write and when you’ll publish it. It’s not just for blog posts, either. Your content calendar (also called an editorial calendar) can include emails, newsletters, vlogs, and podcasts. It’s an easy way to stay organized as you build your content and grow your health coaching business.
Now that you know why you need to create new content and how to go about doing it, how will you make it stand out?
Again, what makes it stand out is YOU.
Keep it conversational. You’re a real person, so write like one. I’ve mentored dozens of writers who think they need to use complex phrases and buzz words to sound professional. The goal here is to be authentic and share your personal perspective. It’s coming from you, so it should sound like you.
Tell a few anecdotes. Notice how I share personal stories in my posts on the Primal Health Coach Institute blog? Sprinkling in a little storytelling here and there gives your followers and potential clients a glimpse of what you’re really like—and what your life is really like. Plus, it helps convert them to paying clients, because when they’re ready to hire someone, they’ll feel like they already know you.
Don’t lose your personality. Are you a straight-shooting health coach or are you more of the nurturing kind? Whoever you are, make sure your personality comes through in your content. People gravitate towards health coaches who sound genuine because they feel like they can trust them. And don’t worry that your personality isn’t a good fit for your readers. Your tribe will be drawn to you.
What about putting your content out there?
From blogs to podcasts to lengthy social media posts, it takes a lot of guts to put yourself (and your content) out there. And because most of us love instant gratification, it can be a hit on our confidence if viewers don’t like, share, or comment on our content right away.
Keep in mind that even if people don’t respond or react to your content, it doesn’t mean they haven’t read it or been impacted by it in some way. I’ve been on both sides of the fence with this one. I’ve read a blog or Instagram post and then just moved on—without liking it or commenting. It might have been really intriguing, too, but for one reason or another, I didn’t react. At least not online.
I’ve also written posts that were fairly deep and revealing, and all I got was crickets. Of course, that’s when my inner self-sabotaging fear kicks in. Is it not interesting enough? Did I not post it at the right time of day? Do people not believe what I’m saying? Do people not care? But then I’ll talk to someone who references the blog post I wrote about ditching sugar, and tells me how it helped them lose 10 pounds.
The point is, just write it. Then put it out in the world and let it go. You never know whose lives you might be impacting.
To sum it all up…
Creating new content is key to growing your health coaching business. But if you think you’ve got nothing new to say or you think it’s all been said before, keep these three things in mind:
- No one’s going to say it exactly like you do
- Your niche audience needs what you have to say
- Don’t be afraid to put yourself and your content out there
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