Christian Guzman stacked 750,000 Benjamins in 2017 at age 23. By 25, he launched a new gym, clothing line, and supplement partnership, without paying for any traditional marketing. How’d he do it? His story began like many of ours—drawn to health and fitness because he wanted to feel more confident. He joined a fitness group that met on Mondays, Wednesdays, and Thursdays and got hooked. Two years later, he picked up a handheld camera and started vlogging, posting 1-2 minute workout tips on Youtube—that was 2012.
Over the course of the next 8 years, Christian would start offering his audience more information like workouts and meal plans, all under the umbrella of his YouTube brand where he shared daily videos. In that time he’s amassed a 900,000 subscriber count of faithful fitness followers.
In an interview with Chris Pfaff, he was asked what led to the success. His answer? Fully dedicating time and effort to creating content and doing it consistently. Christian said, “There weren’t ever three or four days where I didn’t upload a video, even though I wasn’t getting crazy views or anything (at first). Consistency is really what accounts for the growth.”
The term we like to use for this is content marketing. You’ve probably heard of it before, but nobody’s ever told you how to do it. That’s why we’re here. Here’s how you can take your passion for health and fitness and start creating content that will build you an audience, and make you some money doing it.
What is good content marketing?
Let’s set some ground rules. Content marketing is marketing through the creation and sharing of online materials such as videos, blogs, and social media posts.
This type of marketing doesn’t and shouldn’t explicitly promote your brand. Instead, it’s intended to stimulate audience’s interest in your products or services, eventually driving profitable customer action. It’s pretty much the less-sleazy and more entertaining version of traditional marketing.
That being said, it’s important to understand the difference between good and bad content marketing. Bad content sounds like an old school sales pitch—think telemarketing. It will turn your potential clients into aggravated individuals who refuse to engage with you. Great content on the other hand, should win over your customers, gain their trust, and exemplify the value of your products and services.
Think of great content marketing like social skills. You want to help your audience get a feel for you, but also have them feel like you care about them. Simple as that—the more you can personalize your content, the more people will see it. That’s why experienced content marketers tell you to create content with one person in mind. It will make it more personal, approachable, and effective.
Why content marketing should be your next move.
Content marketing builds your business in two ways. The first is that it creates a connection with the people you’re trying to reach with your knowledge. It enables strangers to find you through useful and informative blogs, videos, or posts.
This well-made content makes you a consistent and trusted voice in your audience’s ears and helps to generate more awareness for your brand.
Second, content marketing allows you to nurture and convert audience members into paying customers and clients. If you believe in your knowledge and use it to bring value to your audience, you won’t need to sell yourself to your people. You can use your content to steer people through a buyer’s journey that ends with you as their coach.
Once they’re hooked, they become the new spokespeople for your brand and can share your content on their social network, furthering your reach.
If words don’t convince you, how about some numbers? Compared to traditional marketing, content marketing costs 62% less and generates about three times the volume of leads—how’s that sound?
How to create content that people actually want to engage with.
Before you jump into writing a 3,000-word blog-post, you have to pick the right platform for your business. Some brands can market their products and services better on YouTube, Facebook, Instagram, or even LinkedIn. Ask yourself, “Which platforms fit my brand best, and where does my target audience spend their time?”
Like we said, this process should not feel salesy. Instead, offer helpful information that answers specific questions or solves specific problems for your target audience. Consider what would interest, assist, and entertain your audience and tailor your content accordingly.
In this way, you’ll gain their trust, establish yourself as the expert in your field, and be the go-to person next time they have a question.
Sounds good in theory, right? But how do you know what problems your audience is experiencing?
It’s simple—ask them. Ask your current clients what their biggest struggles and questions are and what’s holding them up in their health journey. Then, formulate a list of content topics from these questions.
Here’s a few examples:
- If you’re a nutritionist, ask your clients what their biggest roadblock is when trying to lose weight.
- If you’re a personal trainer, ask your clients what machines or workouts they want to learn more about. If your clients say they’re having trouble because they feel self-conscious working out in front of other people, write a blog post on the ways to feel more confident at the gym.
- Maybe you’re a massage therapist and your clients say they’re struggling with stiffness and headaches. Create content giving your clients information about the most common causes and effects of neck pain and how to avoid it.
If you’re finding yourself low on content topics, you should grab our 50 Content Ideas Guide that will kickstart your content marketing.
That’s all you need to start. Whether you’re writing blog posts, creating videos, posting photos, or launching a podcast, take one step today. Part of content marketing is honing your strategies along the way. You’ll notice which kind of posts get the most attention and generate the most leads.
Then, you can double down by leveraging what your audience is resonating with most. But, you can’t reach this point before getting some content out there.
Don’t wait until tomorrow, make it happen today.
Content marketing can connect with your audience, convert them into customers, and help build your health and fitness empire. The key is to focus on the specific questions, problems, and struggles of your target audience and you’ll be well on your way to creating great content.
Like that big bold headline above reads, don’t wait until tomorrow, make it happen today. Focus on progress not perfection.
Start before you’re ready. What’s one action step you can take right now? It could be setting up your Instagram business account, writing your first blog post, or reaching out to your current clients and figuring out the first question you’re going to tackle.
Tell us one thing you’re going to tackle today. We’re here to support you each step of the way. As always, our favorite and most personal discussions happen over on our SPRNG Training. Come over and check it out—you won’t be disappointed.