Whether it’s showing client success stories, providing exercise walkthroughs, or getting involved in the latest dance trend, chances are your most successful competitors are creating plenty of content to promote their gyms and trainers across different channels.
But why are they spending so much time and effort on this type of content, and is it successful?
Gym’s can fill an easy gap in the market by creating quality fitness and health content for their local markets. Since the trainers that gyms employ are the resident experts, and some of their most valuable assets, gyms should partner with their trainers to create expert content.
Here, we will discuss the importance of creating compelling content and how you can structure your schedule to ensure you have time to create your masterpieces.
Why Content is Essential to Your Gym’s Brand
Any worth their salt will tell you that the lifeblood of their business is a constant flow of leads and long-standing clients.
Without a constant flow of new clients or a solid foundation of consistent clients, you will always find yourself on the back foot.
If you have a foundation of clients but no new leads coming in, you will be extremely vulnerable to losing income if one of your client’s situations changes.
And if you have a consistent flow of leads but no consistent clients, then you will always find yourself scrambling for new clients, wasting hours onboarding them, which could be spent getting paid to coach.
So, how do you ensure you keep your clients happy and stay with you for longer while also attracting new leads to your services?
Content. Content is king when it comes to growing your brand as a personal trainer.
By creating high-quality content, you offer your current clients plenty of additional bonuses to be one of your clients, which also produces content you can share on social media or digital adverts to attract new leads as well.
Understanding Your Gym’s Target Audience
Before you start crafting content for your business, it’s important to identify who your ideal client is.
For example, if you enjoy programs for people who are interested in bodybuilding, it’s probably not beneficial for you to create an eBook of quick workouts at home.
Instead, content surrounding the best supplements, calorie intake suggestions for bulking, and other similar content would better suit that demographic.
It’s crucial you take the time needed to recognize the needs and pain points of your audience, as that will be the focal point of the content you produce. Anything you create should help that target audience solve an issue. Otherwise, it is not something you should be creating.
Tailor your content to address specific client goals and challenges for maximum engagement and success.
Types of Compelling Fitness Content
Now that you understand the importance of creating content and you have your target audience nailed down, let’s look at the type of content you should be creating to promote your services.
Educational fitness and health content
When a potential client starts their search for a gym or personal trainer, it is often due to one of a select few reasons. It might be that they lack motivation, they lack knowledge or confidence, or they lack accountability.
By creating high-quality blog posts on fitness trends, workout techniques, and nutritional tips, you help show that you are the person to solve those issues. By posting regularly and of a high quality, potential clients become confident in your knowledge. They know you will keep them accountable, and they know you will keep them motivated.
Video tutorials teaching proper form for exercises are also a great way to show off your expertise, get your name out there, and instill confidence in potential clients.
Inspirational health and fitness stories
Aside from showing off your expertise with educational content, you can also provide potential clients with success stories and transformations for your current or past clients.
These personal anecdotes not only show that you can back up your claims with proof, but personal anecdotes connect much better with your audience.
Potential clients expect you to say how great you are. After all, that’s your job! But if other people are also vouching for you, then your claims gain much more credibility.
Another way to get the attention of your potential clients is to engage with me over social media. Rather than sitting back and waiting for them to contact you without any prompting, why not give them a little nudge?
Quizzes and challenges are an excellent way to engage your clients, as are live Q&A sessions and virtual workshops.
Creating Consistent and Valuable Content
All that sounds great, but how are you supposed to create all this engaging and insightful content? We’ve broken it down for you here.
Establishing a content calendar
Just like you would when you are onboarding new clients, it’s important to put a structured framework in place.
Without it, you will find yourself producing content sporadically or rushing it out the door, providing low quality that will only harm your brand.
Setting a consistent schedule ensures you have a clear idea of your deadlines and helps keep you accountable. The Gym Desk management software is the perfect tool to help, as it allows you to digitize all of your marketing efforts and even handles your website and invoicing as well.
Utilizing visuals and multimedia
When creating content as a gym, you should not dismiss the importance of creating high-quality visuals.
For example, hearing one of your clients has gained muscle or lost weight is a powerful statement, but a before and after picture is even more eye-catching.
If you are considering creating workout tutorial content, rather than telling people the correct form for lifting weights in the gym, why not show them?
By showing rather than telling when educating, you highlight that you aren’t asking your clients to do anything that you aren’t willing to do yourself.
Behind-the-scenes content also does very well on social media, whether it’s an insight into the extra hours of effort you put in for your clients or bloopers that make your audience laugh and show off your personality.
Promoting client engagement
One of the best ways to improve your client retention rates is to engage with them more and get them to engage with each other. By building a loyal community of like-minded clients, you can help build a closer bond with your services, as they keep each other more accountable and champion each other’s wins.
Encourage comments, questions, and feedback on the content you produce. For clients, this helps them engage with you more, and for leads, it allows you to learn more about their thoughts and pain points to then contact them about how you can solve them.
Leveraging social media platforms
Even if you are not a natural in front of the camera, social media can be a real game changer for personal trainers. By providing your followers with high-quality content, you are essential in promoting your services each time and keeping you at the front of their minds when they decide it’s the right time to get a personal trainer.
When creating content, try to think how it will resonate across each channel. For example, YouTube Shorts can also be posted as Reels on Instagram or TikTok videos. The more you are able to post the same content across multiple channels, the more time and effort you can save.
Enhancing Your Website for Maximum Impact
When you do manage to get leads to engage with your content and click through to your website, it is crucial that you offer them a user-friendly experience, with a visually appealing and easy-to-navigate site.
Here, you can showcase your content in clearly labeled categories, as well as clearly promote your services and fees. This allows visitors to quickly get to the page they are looking for and prevents them from giving up and leaving before contacting you.
Gymdesk makes website management easy with our tailored gym software, allowing you to craft the perfect personal trainer website without any design or coding skills needed!
Members-only Content for Gym Clients
Content isn’t just good for attracting new members but keeping old members, too.
Gated members-only content is a great way to support client success while building more value into your training programs.
If you leverage your personal trainers, you can continually expand and improve your members content library practically on autopilot.
Gymdesk has a members-only content system that allows you to gate premium content based on level, program type, and other conditions. It’s built into the member management feature so you don’t have to fret about hacking together several software solutions that don’t want to work together, making your life easier.
Analyzing and Adapting Your Content Strategy
I want to let you in on a little secret.
No one gets their content strategy right the first time.
Even by following the steps and advice laid out in this article, chances are there are things you could be doing much more efficiently and effectively.
So it is imperative that once you set up your content strategy, you set reminders in your calendar to review what is performing well and what is not to ensure your time and effort are spent focusing on the most effective elements of your strategy.
The Gym Desk management software allows you to track key data and insights that you can use to highlight potential gaps, issues, or easy wins in your content marketing strategy.
Final Thoughts on Creating Compelling Content for Your Gym Brand
As you can see, creating text and video content for your gym’s brand is crucial for building a larger audience, increasing client trust, and generating new leads.
But it is not enough to simply create content for the sake of it. You must take time to craft compelling content that truly resonates with your audience.
If you don’t, don’t expect your audience to engage with what you produce.
Frequently Asked Questions About Creating Compelling Content as a Personal Trainer
How can I make my fitness content more engaging for my audience as a personal trainer?
Incorporate real-life success stories, interactive challenges, and visually appealing visuals to captivate your audience’s interest.
What’s the key to balancing educational and motivational aspects in my personal training content?
Strive to provide valuable information through clear explanations while infusing your content with inspiring anecdotes and relatable experiences.
How can I maintain consistency in creating compelling content with a busy personal training schedule?
Plan ahead, create a content calendar, and repurpose existing material to ensure a steady stream of engaging content without overwhelming your time.