The BEST Content Marketing Strategy For Coaches | Content Marketing 101

A few years back I got super serious about my content marketing strategy.

 

At the time my older sister was getting 5 million organic monthly views on Pinterest, and my fiancé went from 10K Youtube subscribers to 100K in under a year! 

  

Those numbers were impressive, sure, but what was even more impressive was the amount of traffic, leads and sales it equated to in their businesses.

 

My sis was making high six figures and my fiancé passed the 7 figure mark!

 

It was like they were ticking off every entrepreneurs goals list right before my eyes...

✅ Reaching a huge audience with their content... influence!

✅ Ideal clients chasing THEM down & enrolling with little effort... impact!

✅ 6 and 7 figure years... income!

 

And this was all ORGANIC! 

 

I was hooked and determined to figure this whole content marketing thing out... and I'm so glad I did because my entire business model got even simpler.

 

That's why today we're talking all about creating a content marketing strategy that drives traffic to your offers and creates leads and sales every day… yes it’s possible!

 

So let's start with what content marketing is... 

 

The purpose of content marketing is to deliver great content, on a long-term, consistent basis, to your ideal client in order to add value, build relationships, and inspire them to buy your products, programs and services (without explicitly saying "Hey, go buy my product").

 

Content is at the heart of everything you do as an online coach. It’s what attracts people, and then mentally, emotionally and energetically captivates them enough to stick with you. 

 

As you use content to position yourself as an authority in your niche, one of the main ways you’re going to have a positive influence, work with more clients and make more money is through strategic content creation and implementing a solid content marketing strategy online.

 

Assuming that you already know your niche & ideal client (this comes first), and that you have an offer… here’s what to do next:

 

 

Content Marketing Strategy #1: Choose what you’d like to sell 

1st, you want to determine the offer you plan to drive traffic to and sell.  

 

So, are you looking to:

• enroll one on one clients 
• sell an online course
• or do you have a group coaching program coming up that you want your audience to know about?

 

Related Blog: How To Create A Signature Program [THAT SELLS]

 

Choosing an offer to focus on is extremely important because it will determine your calls to action, as well as what your content will be leading up to.

 

Once you know which offer you’re focusing on driving traffic to, you can then work backwards, and begin to develop content topics and themes that relate to your offer. 

 

The purpose here is for you to start teaching about topics that relate to your offer, and positioning yourself as your audience's coach.  So, by the time they’re ready to take action, they know who to turn to.

 

Here’s the thing friend, sometimes it takes people time to make decisions on purchasing products, programs and services. They may have fears, objections, and other mindsets that stop them in their tracks.

 

Your content and education is the bridge between their fears and the solutions to their problems.

 

And the cool thing is that it doesn’t have to take A LOT of time. Some of my Youtube videos lead directly to a sales page for a $197 offer, and because my audience has been learning from me so much via my content, many people will purchase right on the spot!

 

Content Marketing Strategy #2: Choose keywords you’d like to rank for 

There are three main search engines on the planet right now:

• Google
• Youtube
• Pinterest

 

Every day your ideal client is going to one of these search engines trying to find answers to their questions and solutions to their problems.

 

The text they put in the search bar is called keywords or long-tail keywords, and once they hit enter, content comes up. 

 

YOU WANT TO BE THAT CONTENT… especially when your content directs them to your offer!

 

So, here’s what you do… take a look at the end result your offer promises. Then start finding keywords and creating content on all the different concepts and topics your ideal client MUST know in order to achieve the end result.

 

For example, one of my offers is a course I created called Signature Program That Sells. So I use the keyword Signature Program a LOT!  

 

You can see here that I have an entire playlist dedicated to helping people create and monetize their signature programs and based on the titles, you can see that I use the same keyword but talk about it in different ways!

 

Now, although there are a ton of ways to share your content with the world, not all content is searchable.

 

You, my friend, are going to start by focusing on searchable content ... which is going to be a blog, Youtube channel, or if you love podcasting you can do that and use Pinterest to promote it).

 

And if you want to be an overachiever, I recommend having a blog AND another piece of searchable content.

 

Basically, you can use the same script and upload it to two different platforms in different formats.

 

Why would you do this?

 

Because the people who are reading your blog and watching a youtube video are typically two different audiences who like to consume their content differently, and you’ll be double dipping with the search engines. 

 

You may be wondering HOW to see how many people are searching for keywords, and there are both free and paid tools you can use.

 

I personally use Keywords Everywhere for google which costs $10 for 100,000 searches,

 

 

and I also use Tubebuddy to find my keywords on youtube!

 

 

There are also other tools like Google Search Console, KeywordFinder, SemRush, and VidIQ to help you choose your searchable content on different search engines as well.

 

The point here is to get inside your ideal clients mind and think about what THEY would search for, and then build content based on that to begin to magnetize.

  

Content Marketing Strategy #3: Choose Where You’re Driving Traffic

Now that you know what your offer is and the keywords you’d like to rank for that relate to that offer, it’s time to determine the calls to action you’ll share in your content. 

 

A call to action is a short piece of content that directs your audience to a specific next step which will ultimately be driving traffic to your offer.  

 

Related Blog: Drive Traffic To Your Sales Page | Online Marketing Strategies For Coaches

 

When marketing an offer in your content you can:

• Send your audience straight to a sales page 
• Direct them to a landing page that allows them to opt-in to a webinar
• Add a link that leads them to an application process
• Have them download a freebie that leads to an email sequence that leads to a sales page and ultimately a sale
• Send them to a Facebook group where you do a live videos that leads to a sale

 

There are a lot of options!

 

Regardless of the calls to action you choose, just know that the purpose of a call to action is increased engagement, and to position YOU and your offer as the next step to something your audience already knows they want and need.

 

During this time it’s important to remind your audience of fears, objections, and myths to ease their mindset and show them why your offer is the answer to their problems.

 

So, at the end of your blog or youtube video you may say something like “Now I know we covered a lot today and it could be confusing and overwhelming.  So, if you’re feeling like you could use some support sign up for a free discovery call and you and I can chat about where you’re at “regarding that topic” and to see if it may be the right fit to work together.”

 

Content Marketing Strategy #4: Create 5-7 Pieces of Content That Drives Traffic To Your Offer

We covered this a little in the previous points, but this means you’re going to create multiple pieces of content that talks about the same topic in different ways. 

 

For example, let’s say I was planning to launch a course on creating Sales Pages That Converts. 

 

I would look at the framework for my course, and pull out the concepts and topics my students MUST know in order to get results, and then I would talk about 1 topic per week in different ways. 

 

So the first week maybe I’d talk about a sales page design layout, and maybe my second piece of content might have a different spin on the topic and be “The Top 5 Sales Page Design Mistakes Coaches make”. 

 

The purpose of me doing this is to develop a solid content plan that will position ME as an expert and my offer as the solution to my audience's problem!  

 

PRO TIP: Watch your analytics.

Bottom line, some content will get more engagement than others…. Some content will convert more than others…. And some content will go viral while others won’t.  

 

The only way you’ll know what’s working and what’s not is by geeking out on analytics and testing out content and different calls to action!

 

Really see if people are responding best to freebies, links leading directly to sales pages, webinar sign ups… or wherever else you’re directing them in your content.

 

In saying that, monitor your results closely each month to see where minor and major tweaks need to be made in your content.

 

From there, take the content that performed the BEST and try to recreate it with new topics, in different formats or in new and exciting ways and use the calls to action that are proving to work best.

There you have it friends.. Now you know the 4 simple content marketing strategies to start driving consistent traffic to your offers.

If you’re still feeling a little confused on this, I’d love to invite you to join a free facebook group I created that's filled with online coaches who are all using content marketing to drive traffic to their offers just like you.  

 

Lastly, if this blog was just what you needed in your coaching business, please let me know by sharing it with your coach friends. 

Until next time, keep building your empire!

xo, KellyAnne

 

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