Content Marketing for the Fitness Industry

by Chris Clawson

November 07, 2012 // Category: Fitness Community

Could you be pulling in more members with content marketing? 

In today’s Fitness and Technology Evolution webinar, we talked about the importance of fitness facilities separating themselves from the competition through value, product and now content, both in and out of the gym. We also discussed the fact that 62 percent of exercisers use outside content, like websites or blogs with fitness advice, to support their workout goals. People have access to more information about nutrition, health and fitness than ever before. And new thought-leaders in the industry pop up by the minute.

Why are all of these experts taking the time to share their knowledge and build followers? It’s called content marketing and they do it because they see increased traffic to their website, more recommendations and stronger relationships with clients. Content marketing includes creating stories through blogs, videos, email campaigns, social media, whitepapers, Instagram and more.

Push marketing is distributing messages out, usually without much audience targeting to reach a large number of people, but not always the right people. Pull marketing is about offering value to your target audience by providing relevant content to a niche market and directing them back to your company, usually through a website, to learn more information.

If you want to explore content marketing for your business, here are some ways to get started:

1. Blogging: Starting a blog can sound daunting, but if you create a plan that will work with your busy schedule it can be a great way to add value and drive traffic to your site. The most important benefit of blogging is SEO, or search engine optimization, because you’re creating fresh, new content for Google to store in search results for interested parties. A Hubspot study also found that companies with a blog have 434 percent more web pages indexed by Google than companies without a blog.

2. Social Media: Social media is a great place to create and share interesting content with your current and potential members at low cost. Poll your customers to see which channels they’re active on (probably Facebook) and create a presence there. Social media will also enable you to have two-way conversations with your members, building relationship and loyalty. Just be sure you have a plan for monitoring comments and questions. If you’re not willing to take the time to respond to members, you’re not ready to be on social media.

3. Video: Video is an attention-grabbing content marketing tool. According to a recent Forrester Research study, videos are 53 times more likely to generate a first-page ranking than traditional SEO techniques. Recruit personal trainers to create video tips and instructional videos that your members can access. When they see how savvy the local trainers are, they might even be compelled to hire one.

The most important thing to remember is consistency. Make sure to create a detailed plan with regular content creation that is compelling and sustainable. Take the time to incorporate content marketing into your larger strategies and focus on having meaningful conversations with your audience. People are already looking for this content – why shouldn’t they find it with you? 

Survey your members and find out what they want. Download the Customer Technology and Content Questionnaire.

If you are interested in creating an app that works with Life Fitness equipment please email developers@lifefitness.com. 

 
Chris Clawson
 

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