Content for Coaches: Create a bullet proof content plan
Creating content for coaches is not too different from creating content for online service providers, but there are some elements that can help a coach supercharge their content marketing.
Here’s a list of 5 tips to make sure your coach content stands out and converts into clients:
1. Content for Coaches works faster when you create titles from your keywords
Using your keywords as the basis for your content plan will make sure that there is an audience looking for your content before you’ve even published it. Keep in mind keyword intent when writing your article and you’re well on your way to getting more traffic and leads.
Take a look at your list of best keywords and plan to create an article title for each in your content plan. Yes, in spite of what you might have heard, only write one article per keyword and only use one keyword in each article.
Some SEOs optimize for more than 1 keyword, but this can often be confusing for search engines and also makes it hard for you to keep track of what you’re doing. So stick with 1 keyword per article.
Use your keyword in the title.
Google doesn’t think this is super important anymore, however, it’s another way of showing Google what your article is relevant to, don’t skip it.
For example, if your keyword is”career coach”, your title could be “3 ways in which a career coach will help you make more money”
2. Cover the whole customer journey with content for your coaching practice
It’s also important that your articles cover the whole customer journey. Meaning that together your articles have to cover all the struggles and learning they may experience from the moment they realize they’re struggling to the instance in which they decide to work with you.
This doesn’t need to happen in your first content plan, but it’s plausible to expect most of the customer journey to be covered in the first 18 months of your content creation journey.
What happens after that, you might ask.
Once you’ve covered the customer journey you go deeper on those topics that matter to your customers. You explore verticals or niches or do the opposite and go to a higher level and talk about the broader aspects you deal with.
For example, if you’re a life coach dealing with people who are stuck, you might want to cover your customer journey first, then move on to the specific practices you use, for example: “yoga for stress relief” and go deeper into the various types of yoga and which help and why. Or go to a broader approach instead of narrower and talk about changes in your body, your brain, and your life when you’re stressed.
3. Convey your coaching core values and brand story
Whether it’s in your articles, on social media, or both, in order to become more established and better known it’s important to build your brand. Talking about your brand story will help you connect with the right people.
It’s very much a matter of chemistry. People who are put off by your writing when you talk about your values will not book that discovery call with you. And that’s good because they would not make good clients for you.
On the other hand, the ones that shake their head in agreement as they read through articles that talk about your values are your best potential clients. They will likely make dream clients. And because they agree with what you say they will feel like you’re a good fit before they even meet you. They’re also more likely to book that call.
4. Add testimonials to your content
Testimonials always close the deal. After prospects have become interested in what you offer and have understood what you’re selling, the testimonial will cement their trust in you.
Your prospects want to know what real people like them have to say about your programs. They want to know what kind of results they can expect and how your clients got there.
Ultimately what they are trying to understand is whether your past clients were in the same place they are when they started. They’re trying to figure out if they can make the same journey and achieve the same result. Only your testimonials can help them with this. This is often why people buy and why testimonials are such an integral part of marketing for coaches.
Sure there will alway be those who trust you right away and feel like you’re a great match and jump right in. But most will require that extra reassurance that you’ve made this happen for people like them before.
So make sure you work on creating some testimonials that can help your prospects understand the points made above.
5. Create a distribution and repurposing strategy
Once you know what the topics you’re going to write about are, you need to decide your distribution strategy.
This should largely depend on where your audience is. Pick one social media platform. But before you do, make sure your ideal clients are there and they are active. Second, take into consideration your preferences.
For example, Most of my ideal clients are on Facebook and Instagram, trying to get leads from social media, really burning themselves out. I particularly hate Facebook, so I’ve picked Instagram as my first distribution channel.
I create a social media post to share on Instagram for each piece of content I create. Then that post also goes out to Facebook, LinkedIn, and Twitter.
Also, keep in mind your format preference. In order to rank in Google, you need the written word. But if you prefer to create a podcast or a Youtube Video, you can create show notes or a blog post from the video and optimize those for social media. You should also optimize the podcast and the youtube videos themselves because as technology improves these will feature in Google search results more. Stay a step ahead.
You will be required to make some important decisions…
1. What is going to be my core content?
2. How will I repurpose it?
3. How will I create this content weekly?
4. How will I distribute it?
5. How will I measure progress and success?
The elements of a bulletproof content plan:
1. Your core content is based on your preferences, skills, and personality.
Do not look at others to make the decision, look inwards. Choose what comes easy.
2. Repurpose based on your goals. If what you need is more leads, then turn your content into an article that keeps people reading and generates leads through persuasive copy and on-point call-to-actions. If you start off with an article and don’t feel you need to create videos or podcasts, double down on the articles you’ll get a better return on your time investment.
3. A system that fits within your weekly schedule with time to spare. In order for your content plan to work, you need to stay consistent, and in order to stay consistent, you need to be realistic with your time. Do not create a system based on all the things you’d love to do. Create a system based on how much time you have.
For example, I spend 3 hours a week writing and scheduling my blogs. In the beginning, this meant 2 short articles per week. As time went by I got faster so it became 3 short articles per week. Sometimes I write more and it becomes 1 long article, or 1 longer article and 2 shorter ones. What matters is that I am consistently pushing out content during my 3-hour block. That makes me consistent in a more predictable manner.
I then block around 90 minutes on another day to schedule the articles, create the social posts and send an email about my content to my list.
4. Don’t forget your goal. I see a lot of people losing sight of what matters in their business. They start creating content, they enjoy it, and then start increasing the amount of content they create. They do this just because they enjoy it and/or see others doing it. But beware the only thing you should be basing your content decisions on is lead generation. So learn to measure your outcome and only grow/amplify those things that generate leads. Everything else is a nice-to-have. And it should wait until you have created a lead system that generates income stability for your business.
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———————— About the Author: Stephanie Fiteni
Hi, I’m Stephanie, a Content Marketing Coach and Business Mentor for Coaches. I’m the creator of the Profitable Content Marketing Method and help coaches generate more leads and clients through their blogs and websites whilst helping them build a business that makes good money with ease. My clients get fully booked with just 2 hours of enjoyable marketing per week!
I have over 15 years of experience creating websites, building businesses, writing blogs, and creating social media campaigns, and funnels. As well as ranking articles, videos, and podcasts on the first page of Google. I also managed the content and web dev team in my own agency for over 10 years.
I can teach you how to create content that will convert your visitors into discovery call bookings, every time. Let’s Talk