Content marketing is a powerful tool for growing your business coaching practice.
It helps you attract new clients, build trust, and establish yourself as an authority in your field. Creating content on top of running your coaching business can feel overwhelming, but it doesn’t have to be.
This guide will show you how to leverage content to gain new clients and boost your business. Plus, we'll introduce you to our Business Coach Marketing BrandPack, which includes done-for-you content, automation, and sales sequences to streamline your efforts.
Why Content Marketing?
Content marketing is all about creating and sharing the right content at the right moments to connect with your ideal customers. When you help your audience just when they need it most, you attract, engage, and retain them effectively.
The aim? To build relationships, establish your brand, and ultimately drive profitable customer action.
Content marketing can be a game-changer for coaches and entrepreneurs.
By consistently delivering valuable content, you can connect with your target audience, build strong relationships, and position yourself as an authority in your field. Whether it's through articles, blog posts, videos, infographics, podcasts, or social media posts, content marketing is your ticket to staying relevant and trustworthy.
When done well, content marketing can generate leads, boost sales, and grow your business over time. As you earn your prospects' trust through valuable content, they'll be more likely to invest in your services.
Ready to dive in?
Follow the steps in this guide to create a content marketing plan that works for you. You can also explore A Beginner's Guide to Content Marketing for Coaches or Doing More with Less: How Small Entrepreneurs and Nonprofits Can Repurpose Content for even more depth.
Your prospects will appreciate your insights, and before you know it, they'll become loyal customers who trust you with their projects and budgets.
Understand Your Audience
Before creating content, you need to know who you're speaking to. I’m writing this guide for business coaches, not just entrepreneurs in general.
Knowing your audience ensures your content resonates and adds value.
Define Your Ideal Client
Start by clearly defining your ideal client.
Who is the client you wish would call you each day? Which client is it life-giving to help? Which client produces most of your revenue?
I find it helpful sometimes to ask coaches, “who are the clients they wish they could fire?” By defining who isn’t their ideal client, they begin to have a clearer picture of who they really want to serve.
Conduct Market Research
Use surveys, social media insights, and analytics tools to gather data about your audience.
Understand their pain points, goals, and what motivates them. Understanding their preferences, behaviors, and interests will inform your content strategy and ensure your efforts are effective.
This clarity will help you create targeted content that resonates with your audience.
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Map their customer journey.
The content you create won’t be experienced in a vacuum.
Your ideal customer will encounter it at a critical moment. If the content you deliver fits that moment, it will feel like a gift. If not, it may feel like spam.
What is a customer journey?
The customer journey is the path your prospects take from discovering your business to becoming loyal clients. Understanding this journey helps you deliver the right content at the right moments.
Think of the customer journey as a series of stages, each with its own set of questions and needs. Your goal is to map these stages and create content that addresses your ideal client's concerns at each point.
The questions being asked.
Here are the typical five main stages of the customer journey, along with common questions your potential clients might be asking during those stages.
- Awareness. What challenges am I facing? Who can help me?
- Consideration. What solutions exist for my problem? How do different coaches compare?
- Decision. Why should I choose this coach? What do other clients say?
- Retention. How can I get the most out of my coaching? What extra resources are available?
- Advocacy. How can I share my experience? Is there a referral program?
Mapping Out Content
Once you identify the stages, map out your content for each one. This ensures you're hitting all the critical moments in the journey.
For example:
- Awareness: Write blog posts about common business challenges and share them.
- Consideration: Host webinars on advanced strategies.
- Decision: Offer free consultations and showcase testimonials.
- Retention: Send follow-up emails with extra resources.
- Advocacy: Create a referral program and thank referrers.
By understanding and mapping the customer journey, you’ll be able to guide prospects seamlessly from awareness to advocacy.
For more detailed strategies, check out our comprehensive guides: The Ultimate Guide to Growing Your Business Coaching Practice Through Marketing and How to Market Your Coaching Business.
Do you have a marketing system to grow your coaching business?
The Business Coach BrandPack is ready to use, fully customizable, and done for you, so you get all the marketing assets you need.
Create Valuable Content
Creating high-quality content is the heart of any successful content marketing strategy.
Here, we delve into various types of content — from blog posts and videos to worksheets and social media updates. We'll share tips on how to craft engaging, informative content that positions you as an expert and attracts your target audience.
Blog Posts
Regularly publish blog posts that address common challenges faced by your target audience.
Offer actionable advice, case studies, and success stories. I’ve also seen a lot of success with FAQs for myself and my clients. I’m not talking about the typical FAQs at the bottom of the About Us page.
Think of these FAQs as short, hyper-focused blog posts. Here is an example of an FAQ focused on answering common questions from coaches. Should I offer free coaching sessions?
This not only helps in SEO but also positions you as an expert in the field. For more detailed strategies, check out our Growing Your Business Coaching Practice Through Marketing guide.
Videos and Webinars
Create engaging videos and webinars on topics relevant to your audience.
Video content is highly effective in capturing attention and conveying complex ideas in an easily digestible manner. Don’t miss our A Beginner's Guide to Content Marketing for Coaches, Entrepreneurs, and Small Business Owners for tips on getting started with video content.
Worksheets and Checklists
If this guide was written 5-10 years ago, this section would have been titled “Ebooks and Whitepapers,” but attention spans have shrunk dramatically, and your potential clients want something immediately actionable.
Worksheets can be designed to help your potential clients clarify their thoughts or work through a challenge. They act as helpful samples of your coaching service. You want your ideal clients to finish using the worksheet and say, “I want more.”
Checklists are easy to create and popular options for helping potential clients navigate a complicated or new process.
Both of these can be used as lead magnets to grow your email list. Our Business Coach Marketing BrandPack includes a downloadable lead generator, “8 Mistakes Every Small Business Must Avoid.”
Social Media Content
Share snippets of your blog posts, videos, and other content on social media. Respond to comments and messages to engage with your audience.
Consistency on social media builds brand awareness and keeps you top-of-mind.
Repurpose Your Content
Maximize your content’s reach by repurposing it across different platforms.
You can turn a single piece of content into multiple formats, saving time and effort while ensuring consistent messaging. Learn practical tips from our guide Doing More with Less: How Small Entrepreneurs and Nonprofits Can Repurpose Content.
Maximize Your Efforts
Repurposing content allows you to maximize the value of each piece of content you create. Turn a popular blog post into a video, webinar, or infographic.
This approach saves time and ensures your message reaches a wider audience.
Leverage Existing Resources
Our guide, Doing More with Less: How Small Entrepreneurs and Nonprofits Can Repurpose Content, provides practical tips on repurposing content effectively.
The Business Coach Marketing BrandPack also comes with a variety of pre-made content that's easy to adapt for different platforms.
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Automate Your Marketing
Automation is a game-changer in content marketing.
You can set up automated email sequences and use CRM tools to manage client interactions efficiently. Automation helps keep your efforts organized and ensures no lead falls through the cracks.
Email Marketing Sequences
Set up automated email sequences to nurture leads and guide them through your sales funnel. Provide value through educational emails, success stories, and special offers.
CRM and Marketing Tools
Use CRM and marketing automation tools to manage your interactions with clients and prospects efficiently. Automation saves time and ensures no lead falls through the cracks.
The Business Coach Marketing BrandPack is built around automations we’ve seen help coaches grow their businesses.
Content marketing is essential for growing your business coaching practice. By understanding your audience, creating valuable content, repurposing it, and leveraging automation, you can attract and convert new clients. Our Business Coach Marketing BrandPack provides all the tools and content you need to get started and succeed.
Action Plan
Action Points
Content marketing is a powerful tool that can significantly enhance your business coaching practice by attracting and retaining clients through valuable and engaging content.
- Develop a Content Strategy: Create a comprehensive plan outlining your goals, target audience, and key performance indicators (KPIs).
- Produce High-Quality Content: Write blog posts, create videos, and develop infographics that provide value to your audience.
- Optimize for SEO: Ensure your content is search engine optimized to attract organic traffic and improve visibility.
- Promote Across Channels: Share your content on social media, email newsletters, and other relevant platforms to maximize reach.
- Measure and Adjust: Regularly analyze the performance of your content marketing efforts and make adjustments based on data insights.
Frequently Asked Questions
Marketing for Coaches
What is marketing for a coaching business?
Marketing for a coaching business involves promoting your services to potential clients via various strategies such as content marketing, social media marketing, email marketing, SEO, and more.
What marketing strategies should I use for my coaching business?
The most effective marketing strategy will depend on your specific coaching niche, target audience, and personal strengths
Why is marketing important for my coaching business?
Without marketing, potential clients may not be aware of your coaching services. Marketing helps you reach your target audience, build your brand, and attract more clients.
How can I build an email list for my coaching business?
Offer something of value for free, like a download, video series, short course or micro session in exchange for a website visitor's email address.
Should I have a website for my coaching business?
Having a website gives your business credibility and allows potential clients can learn more about your services. It's also crucial for online marketing strategies like content marketing and SEO.
Content Marketing
What is content marketing?
A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract, engage and retain a clearly defined audience.
How do I make my content engaging?
To make your content engaging, it needs to be relevant to your audience and provide value. It should also be well-written, visually appealing, and include a call to action.
How do I start with content marketing?
Define and understand your ideal customer's goals and pain points. Then map their customer journey from awareness to decision.
What type of content should I create?
Focus on the content that best highlights how you solve your customer's problems.
Why is content marketing important for my business?
As your prospects trust you with their time and attention, they will become customers who trust you with the projects and budget
Repurposing Content
What is repurposing content?
Repurposing content involves taking an existing piece of content and changing it to use across different media channels or for different audiences.
Why should I repurpose content?
Repurposing content allows you to reach a wider audience, as different people prefer different types of content. It also helps you get the most value out of your content creation efforts.
What are some ways to repurpose content?
You could turn a blog post into a video, use quotes from an article for social media posts, create an infographic based on research data, or compile several blog posts into an eBook.
Can repurposing content hurt my SEO?
Repurposing content won't hurt your SEO if done correctly. Ensure that the repurposed content is significantly different from the original, add new insights, and avoid duplicate content.
How do I choose which content to repurpose?
The best content to repurpose is typically your most successful content.
