Inbound marketing is a highly successful marketing strategy that uses content to attract prospective clients.

The quality of your marketing content will determine the success of your inbound marketing campaign.

Today’s post is Part 5 of PHCI’s marketing series, and will focus on how to use content marketing to gain clients.

Firstly, let’s define content marketing…

What Is Content Marketing?

Content marketing is defined as a long-term strategy that aims to build a strong relationship with your target audience. This is achieved by providing consistent, high-quality content that has been designed in such a way so that it is irresistible to your niche market.

The ultimate goal of content marketing is to grow your business, and in order to do this, you must attract people who will pay for your services and products.

The best content marketing strategies start with thorough research into your avatar client. By understanding your ideal client’s pain points, you’ll be able to create captivating content that solves their problems.

What Is Content?

Content is any material you create that will appeal to your ideal client and attract them to your business. The most popular and most effective forms of content include blogs, videos, and social media, but content can pretty much be any medium that allows you to share your story with your target audience.

In the interest of simplicity, we’ll focus on blog writing for the remainder of this article.

Your unique personal health story (and its continuing journey) will make the perfect starting point for your content, and is likely to hit upon the pain points of your niche market.

When developing your content, make sure you create it with your ideal client in mind—this includes the language you use, the images, font, color schemes, music, etc. It’s also important to avoid including any hidden agenda in your content, as people do not respond well if they feel they’re being sold something. Ideally, your paid services should feel like a natural progression from the free content you’re providing them.

The most effective content is highly specific, and designed to be enticing to your specific audience.

For example, if your ideal client is a 40-something working mom with two kids who wants to be fit and healthy but isn’t sure how to start, then your content (in the form of a blog post) could include topics such as:

  • 7 Proven Ways to Burn Fat Effortlessly
  • 5 Nourishing and Easy-to-Cook Recipes for the Whole Family

How Are Inbound and Content Marketing Related?

Inbound marketing is an over-arching marketing strategy that uses “pull” techniques (including content marketing) to attract strangers, convert visitors into leads, close leads, and nurture clients into promoters of your business.

Content marketing is simply one aspect of inbound marketing. The best inbound marketing strategies make use of high-quality content to:

  • Generate traffic
  • Build trust with your audience
  • Develop brand awareness
  • Improve visitor conversion rates
  • Boost lead closing
  • Nurture client delight
  • Increase client referrals

Central to both inbound marketing and content marketing is high-quality content. We’ll now explore how to create content that is irresistible to your ideal client.

How to Create Quality Content

The content you create will shape your business brand and allow you to attract the clients you are passionate about working with.

Creating quality content is easier than you think. Here are some questions to ask yourself as you started.

What is your reason for pursuing a career as a health coach?

We all have our own unique reasons for entering the health coaching profession. When coming up with blog topics or video ideas, start by addressing the reason why you decided to pursue a career as a health coach in the first place.

For example, I started my career as a health coach so that I could inspire other moms to make their health a priority, and to help them see that leading a healthy life can be effortless and fun.

What are your client’s pain points?

Solving your niche market’s pain points or problems is key to attracting your ideal client. You want your content to be compelling, highly relevant, and relatable to the issues they’re going through right now.

For example, my ideal client struggles with self-care, so my content marketing strategy revolves around providing tips on how busy moms can incorporate healthy lifestyle activities into their everyday lives, such as walking your kids to school instead of driving, or how to avoid overcommitting at work and at home.

What are your client’s FAQs?

Think about who your target demographic is and what their FAQs may be. You could even perform a simple market research questionnaire over social media using a platform like Survey Monkey to help identify the needs of your niche market.

Here are three FAQs my ideal client would potentially have:

  • Is it possible to lose weight without slogging away doing chronic cardio?
  • Can I really eat bacon fat?
  • Will lifting weights make me bulky?

What makes you angry?

Think about the frustrating messages you see out in the marketplace that you would like to counter. For instance, I feel frustrated when I hear medical professionals spouting outdated nutritional information that is only going to perpetuate the chronic metabolic disease epidemic we’re facing globally.

What makes you excited?

Have you read a good book, watched an eye-opening documentary, or cooked a tasty new recipe? Sharing things that get you excited is also likely to get your ideal client excited.

For example, my ideal client is looking for advice on how to get her family eating the most nutritious foods possible. By sharing a simple anecdote about how my husband convinced my three year old to eat banana pancakes by making a smiley face out of it, I create common ground with my ideal client, sparking their own ideas on how they can apply humor and creativity to get their kids eating healthy.

The Three Touches

A multi-touch approach to your content marketing strategy will help boost the visibility of your content.

One of the best approaches is to use the “Three Touches”—this means publishing and sharing your content in three places.

We recommend sharing your blog posts on social media—Facebook and Instagram—and on your business website.

Start Creating Your Content Now

It’s important to start creating your content NOW, even before you work on generating traffic. This way when traffic hits your website, your ideal client will find something worthwhile on your page and you won’t seem fledgling.

Use a Content Calendar

The effectiveness of content marketing is largely due to its consistency. You want your audience to look forward to your content with excitement and anticipation. Use your content calendar to plan 1-6 months ahead, to keep your posts on brand, your content fresh, and to develop a regular posting schedule such as posting on the same day every week. Your can set up your content calendar using a calendar app such as Google Calendar.

Hire Writers

As entrepreneurs, we’re not expected to do it all. If writing doesn’t come naturally, or you feel stretched and prefer to focus on other areas of your health coaching business, then you can hire a freelance blog writer.

You can find top quality freelance blog writers on sites such as Problogger, LinkedIn, and AngelList.

We’ll discuss the ins and outs of hiring freelancers, including bloggers, in more detail during a future post, so keep an eye out for it!

SEO Primer

When writing blog posts, it’s important to write them with your website’s SEO (search engine optimization) in mind, as this will maximize the chances that your site will come up in a search engine’s first few listings.

How do you improve your SEO?

  1. Avoid grammatical errors and typos. Keep your paragraphs short and concise.
  2. Keep the length of your posts around 1500-2000 words, as this is the optimal length for search engine rankings.
  3. Include high ranking key words and phrases in your post. SEMRush is a freely available tool that assesses the SEO of an existing blog post. You can use it to assess the key words and phrases that are ranking well in similar posts published by others.
  4. Use Yoast, a handy WordPress plugin that provides feedback on the SEO quality of your blog writing.

In conclusion, create high quality content first, then work on generating traffic later. It’s time to find your voice and start creating your content now! 

Here’s a list of our marketing series posts in order:

  1. Two Essential Questions You Must Address Before Developing Your Health Coaching Marketing Plan
  2. How to Use Inbound Marketing to Win Clients
  3. How to Build an Irresistible Health Coaching Website
  4. How to Generate Traffic for Your Health Coaching Website
  5. How to Use Content Marketing to Gain Clients
  6. 3 Simple Steps for Converting Web Traffic Into Leads
  7. How to Use Email Autoresponders to Convert Leads Into Clients While You Sleep
  8. How (and Where) to Hire Freelance Writers, Designers, and Tech Support
  9. 8 Tactics for Closing the Sale on Your Next Discovery Call
  10. How to Delight Clients and Keep Them Coming Back for More
  11. PHCI Marketing Glossary: 43 Essential Marketing Terms for Health Coaches

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