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5 mins read
Sukanya Kakoty

Content Marketing for Fitness Studios

A woman working towards her fitness goals

While we know how fitness is important to our wellbeing, not all of us go the extra mile (literally!) to work on it. This is where fitness businesses could step in and inspire their audience to put in the effort. But in a crowded digital space, it can be difficult to make yourself heard over your competition. In this context, content marketing or brand awareness is as significant as building a brand for fitness studios, gyms, or health clubs. In fact, most of the content that goes into branding gets the required attention only through the right kind of content marketing.

A healthy content strategy can increase organic traffic to your website via search engines. And for starters or small businesses that cannot afford to spend huge on paid advertisements, it can offer flexibility and outreach through multiple channels of distribution. Content marketing helps reach a targeted audience, generate leads, and also helps engage existing customers by guiding them through the latest fitness trends, diets, popular lifestyle choices, and generally anything that connects to better health.

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What are the top fitness content marketing tips?

Here are four useful ways through which fitness studios and fitness professionals can leverage content to carve a niche for themselves in the fitness industry. This is exactly what you need to follow.

  1. Know your target audience
  2. Create an effective blogging strategy
  3. Prioritize video marketing
  4. Optimize distribution channels

Let's dig deeper into each of these points to not just build engaging content but derive real value from these content strategies and marketing efforts to establish as the fitness brand out there!

1. Know your target audience

An active community in a fitness studio

Content marketing is an integral part of branding and adding value to your business. Mapping out your content marketing strategy should ideally take shape parallel to the early development of your fitness business. This begins with knowing your target market and ideal customer profile.

Your content should be designed according to the needs of your customers. Preparing a content strategy without completely understanding your customer’s pain points and expectations can lower the impact you wish to make on their minds. After all, your first impression is your best impression! If you want to have a powerful Unique Selling Proposition (USP) that stands out against your competition, solidify your understanding of the market and your customers before moving to the next step.

2. Create an effective Blogging Strategy

An effective blogging strategy for written content

Blogs are an essential cog in the digital marketing wheel. According to Hubspot, content marketing is important to connect with your customers, reach your target audience, and boost conversions. If you can post 16 or more blog posts every month you can generate up to 4.5 times more leads than before. Secondly, smart blogging optimizes your content with keywords, increases your website's authority, and links to your company website to drive more traffic and generate interest in your offerings to your ideal client base. Fitness brands that produce high quality and regular blogs with informative content, valuable information, workout tips, information about specific services, latest trends, attract more organic traffic than others. Quality blog content also helps in optimizing search engine visibility, search queries, and search engine rankings. Keep creating a weekly blog, rely on guest posts at times, and make sure you are trying new things out of the box other than traditional marketing. So keep the conversation flowing!

For fitness studios, meaningful blogging means catering to your customers' needs and pain points. To attract customers, do not just create content that revolves around too much promotion. Create valuable content that provides solutions to your subscribers or gym members.  For example, if you are catering to virtual fitness then high-quality content that justifies fitness going virtual, its many advantages, the importance of daily workouts, creative fitness techniques from home, and fitness for stay-at-home moms to your online users could be just the kind of topics to get you started and effectively market your brand. Your fitness marketing strategy through blogging might as well get you, new customers!

3. Prioritize video marketing

Video content and instructional videos presented via video marketing

Video content is starting to gain ground over pictures and text on social media platforms because they are just so easy to consume. With a steady stream, they reduce the viewer’s effort and can communicate your message most effectively. Not only this, visual aids make effective tools that boost retention. This means more people will remember your message and recall your brand through videos than with any other form of quality content. Whether you’re putting out 15 to 30-second reels of simple routines on Instagram or putting out detailed tutorials on Youtube, more people will be drawn to your content and subsequently, your brand.

The best thing that would come out of sharing helpful fitness content on social media is that your audience will get a glimpse at your work and what sets you apart from other fitness studios. Studios or individual trainers can create high-quality videos on interesting topic ideas like workouts and meditation that are educational and easy to learn, share the right way to maintain a healthy diet, or even make graphic videos to address pressing fitness queries.  In addition to that, keeping a track of what other brands are following on social media platforms helps you in creating content for your fitness brand that's super engaging. Engage your viewers and followers with catchy twitter polls, active conversations on your Facebook page, upload short videos with personal trainers suggesting nutrition guides and other healthy lifestyle choices that attract potential customers.

Read 6 tips to bring more leads to your fitness studio

4. Optimize distribution channels

Large fitness brands can easily afford the resources and platforms to distribute their content. But for fitness start-ups and small businesses, this can be a challenging task. The channels of distribution are extremely important for growing fitness studios as it amplifies their voice and can attract a wider audience. Social media is a natural starting point with its spontaneity and potential for informal conversations. Social presence is often the first thing your potential customers will be looking for, so best get started at the earliest!

Using social media channels for content marketing strategy

It’s also important to note the difference between these social platforms before you begin. With Facebook, for instance, you can reach out to your customers with ease, they can post any query or issue they have with you via messenger, you could craft promotional offers and sell your brand to them in the most affable and receptive setting.

Read How can Omnify help increase your business’s social media presence?

With an Instagram profile, your fitness studio can grow your audience through high-resolution fitness photos in your Feed, trending fitness workout Reels, customer stories on IGTV, or set up a poll on things that customers want to see in your Instagram stories.

With Twitter, your fitness studio can engage with followers by keeping them updated on your digital or virtual offerings, promotional offers, fitness blogs, upcoming events, motivational quotes, and other important announcements in 280 characters or less. Use popular hashtags like #WellnessWednesday or #FitnessFriday and your reach will be shooting up in no time!

If you’re a small fitness studio trying to expand, then content marketing is the first step to building a strong brand. But don’t stop there! Streamlining your internal operations can be critical to taking your business to the big leagues. With Omnify’s smart business management software taking care of bookings, scheduling, customer communication, team management, and analytics, you can turn your attention to improving your services and carving out a finer customer experience moving forward.

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Read this article to know how fitness studios and trainers can leverage content marketing strategy to carve a niche for themselves in the fitness industry.

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