Why is Content Marketing Important for Women's Gyms?

Why is Content Marketing Important for Women’s Gyms? In the fitness industry, you need every edge you can get. Increased competition, decreased demand, and an uncertain future means many gyms, boot camps, and yoga studios are struggling. A top-performing website and marketing plan are crucial more than ever for your gym.

Though, why is content marketing important?

One reason is you can use your marketing resources to build an audience. Content marketing leverages your fitness expertise to attract potential new members (people who need your advice and service) to you.

All right, ladies, let’s hit the ground running on how to get started.

What makes content marketing effective?

First, let’s take a look at some numbers. More than 38% of business-to-consumer (B2C) brands lack a content strategy. Basically, over a third of your competitors aren’t using content marketing, which gives you a competitive advantage.

Most gym and trainers are using paid ads to build brand awareness, and get leads on Facebook, Instagram, LinkedIn, or Google. It’s only a short-term gain, not a long-term. Instead of paying for ads, you can create unique and original content on your website.

And the best part? Content marketing generates three times more leads than outbound prospecting, advertising, and offline events.

The secret is to use a holistic approach that leverages many channels and sharing your content. By doing so, you’ll start to build a stronger marketing plan that will help attract leads to your business.

How to build an effective content marketing plan

Now that you know the answer to why is content marketing important, we’ll look at how to develop a plan.

Stay active online
Content marketing works because it’s a long-term strategy that can build website traffic. Unlike paid advertising, which is temporary, content marketing lets you create and share resources about your service on social media, in email campaigns, or other websites.For women’s gyms fighting to stay competitive in a limited pool of potential members, it’s more important to stay active on your website and social media.
Have a blog and social media accounts
Content marketing involves creating valuable resources that your prospects and customers can use to solve a problem. 24 Hour Fitness’s is a great example of how this can work. They’ve created a website devoted to articles with training tips, recipes, and fitness-related content from their trainers, staff, and guest post contributors.

You can replicate the tactics that 24Life uses in their content marketing strategy for your website to build a hub for your prospects. Sure, it takes time effort, to have a resource section or a blog site, but in the meantime, can get moving on social media.

Build your tribe on social media

Social media goes beyond posting photos of your most recent class or personal training or sharing an upcoming event. It would help if you had a community of like-minded people who will spread the word about your company. Make sure to do the following on social media:

Share inspirational stories about members of your gym, staff, and community activities where you engage.
Share photos daily (or a few times per week) and encourage your users to participate by offering contest prizes or other incentives.
Showcase relevant causes you believe in on your media platforms.

The more engaged your social media audience, the wider your posts will reach.

Write and publish a weekly blog post

Blogging helps to share your expert insights with your clients and to a broader audience of potential members. HubSpot has studied blogging and found that websites who blog 11+ times per month have three times more traffic than websites that don’t.

Now, what should you write? Anything that solves a problem or helps your readers achieve their goal(s). Fitness guides, seasonal tips, case studies, healthy cooking recipes, and content related to your niche is the way to go.

Create video content

In the fitness community, videos are gold. A recent study found that 65% of people are visual learners. Your audience needs to see what they’re trying to learn to grasp it fully. You probably see this in your gym or studio while you’re teaching classes that require physical precision.

Anyhow, you can tailor your video content like this:

You, your trainers, or instructors showing how to do exercises
Contests or monthly giveaway campaigns
Headshot videos where you provide advice relevant to your target audience

Applying any or all the above is beneficial for your brand.

Creating the best content for your gym or studio

For your content marketing strategy to work, it must do three things:

Speak to specific problems or concerns your target audience faces. How can you help them solve those problems, address those concerns, or reach their goals? This is the stuff fitness people will seek out.
Publishing must be a routine. Do it regularly. Choose days of the week and post on those days. The more regularly you share content, the more effectively you can build an audience, and the more website traffic you can capture.
Promote consistently. Content production is only half of the process. The other half is promoting your content, which involves building an audience that needs what you solve. This means sharing on social media, in fitness forums, on local blogs and websites, and email outreach.

Conclusion

So, why is content marketing important? It enables you to create brand awareness and funnels website traffic for your business.

Your specialty and years of experience in the industry can provide insights to your readers with the right content marketing strategy. It can translate to a broader audience of people who trust you for solutions compared to your competitors.

Not everyone will join your gym or studio. But the trust that content marketing can create and the new leads can help grow your memberships.