This guest blog post is written by Regina Sayles, copywriter and editor for creatives, startups, and Fortune 500 companies. When she is not writing web copy for notable brands, she enjoys teaching aspiring freelance writers how to land clients and grow a profitable business online.
As a life coach, you deliver heart-centered services that transform lives, but how on earth do you get people to listen to your message and buy what you have to offer?
It’s the million dollar question, right?
The solution is a really good content marketing strategy. So good in fact, your audience will be boasting about you to their friends, family, and total strangers any chance they get.
You may be asking, “but what is content marketing exactly?”
Content marketing is simply a fancy term for any form of valuable content you share to bring awareness to your brand, build relationships with your audience, and ultimately, to sell your product or service.
There are many forms of content marketing but the most commonly used are:
- Blog posts
- Case Studies
- Videos (i.e. Youtube, Periscope, Facebook Live, etc.)
- Social Media posts
But before you press the enter button to send your content out into the world, you need to get crystal clear about your brand message and your ideal client.
So how do you create a powerful content marketing strategy that gets you noticed?
1- Define Your Client
If your goal is to attract more clients through the content you create, you need to speak directly to their specific needs.
The way I’ve been successful at defining my ideal client is by creating a persona and writing content that consistently speaks to one person.
By writing to a persona, I attract my target audience and eliminate people who aren’t interested in the content or services I provide.
To create a persona, start by answering a few simple questions:
- What’s their gender?
- What’s their age?
- What are their interests?
- What’s their education level?
- What pain points do they have?
I’ve even gone so far as to having an actual photo pasted into my editorial calendar so that I’m constantly referencing back to a visual of my ideal client before I began writing.
In content marketing, if you’re talking to everyone, you’re talking to no one.
Define your client and develop a laser sharp focus on providing solutions to their aching problems through epic content.
2- Create a Content Strategy
So you’ve already launched your blog, but you’re stumped on what to post each week.
A content strategy positions you to consistently write magnetic content that your audience looks forward to reading.
I prefer using Google Sheets to document my content plan; that way I can access my ideas from any device, at any time.
Within your content strategy, you should include your elevator pitch, editorial calendar, and competitor analysis.
It sounds like a week’s worth of work, but once you understand who your target client is, it becomes much easier to narrow down your strategy.
For your elevator pitch, ask yourself:
“In what way does the life coaching services I provide help to make life better for my clients?”
Your response could be:
“I teach actionable steps that empower millennial women to create a holistic lifestyle in a busy digital world.”
How ridiculously simple was that? It took me a total of two minutes to come up with a clear elevator pitch that could easily be used in an author bio and intertwined in the content you create.
Now on to competitor analysis.
Competitor analysis simply gives you an idea of what content has the most views on your competitors’ blog and social media channels.
Buzzsumo is a great place to start which I explain later in this post.
From there, you can fill in any gaps they may have overlooked, or add your own creative spin to content that’s proven to be successful.
Neil Patel has an excellent content strategy template in the Advanced Guide to Content Marketing with actionable steps to clearly map out your ideas. I’ll warn you in advance; you might become completely mind-blown by how in-depth Neil’s content is, but don’t be intimidated. Absorb as much information as you can and follow up with immediate action to see results in growing your life coaching business.
3- Be a Storyteller
If you’ve heard it once, you’ve heard it a thousand times; be a storyteller.
The truth is, storytelling is the heartbeat of content marketing.
As a life coach, there are so many ways for you to tell compelling stories. One way to do this is by sharing success stories through client interviews. You’ll need consent for confidentiality purposes, but imagine what heartfelt stories and testimonials from your clients could do to humanize your brand.
Don’t have any clients yet? No worries.
Instead, tell a candid story about your own life experiences that led you to start a life coaching business in the first place.
You never know, your story may resonate with other business owners in your niche which could open the floodgates for collaboration opportunities months or even years down the line.
Any opportunity you have to build positive partnerships with other influencers is like sprinkling gold dust on your business, and it all starts with an irresistible story.
4- Survey Your Audience
As a life coach who blogs, sometimes it’s easy to get caught up in sharing what you think your audience wants instead of honing in on what they need.
Survey your audience, and you’ll eliminate the guesswork altogether. If you’re not sure of what your clients’ needs are, how will you help them?
You can easily create a survey in Google Forms or through SurveyMonkey in less that 15 minutes.
Here are some sample survey questions for life coaches to get you started:
- What life goals do you hope to achieve in the next 3 – 6 months?
- What challenges do you hope to overcome?
- What tips do you feel would help you improve?
- How do you cope with life stressors?
- Are you receiving value from my blog (or services)? If not, what changes do you suggest?
These are just a few examples you could use, but can you see how getting the answers to these key questions could help you create content that speaks directly to your audience?
There is no set rule to how often you should send out surveys. I’d aim for once a quarter or twice a year so that you’re not overwhelming your audience and you’ll have a better picture of your results over time.
5- Network with Other Influencers
Content marketing is as much about relationships as it is about content.
Building relationships with influencers who endorse your work adds instant credibility to your brand. You’re also likely to see a boost in traffic to your business when they share your content with their followers.
So how do you grow your influencer network?
There are many ways to find influencers online with the most obvious being via Google search, but I’ve personally found the most success on Pinterest and BuzzSumo.
You may associate Pinterest with being a place to post recipe ideas or the latest fashion trends, but Pinterest is essentially a search engine that offers visual imagery as search results.
To find influencers on Pinterest, search niche-specific keywords and you’ll discover hundreds of influencers to connect with under the people or boards tabs.
But don’t stop there.
Although some experts deem this strategy useless, don’t believe the hype! Pinterest’s messaging tool is a secret weapon to growing your influencer contact list quickly.
In fact, it’s how Elizabeth and I discovered each other from across the world world. Yes, that’s right!
Networking on Pinterest is as easy as finding an influencer you’d like to connect with and striking up a conversation.
Don’t know what to say when networking with influencers?
Let them know how much you value their content and ask to join in their group boards (if they don’t ask you first) so that you’re regularly sharing fresh ideas. I can’t tell you how many business relationships I’ve built this way. Give it a try!
As I mentioned earlier, Buzzsumo is also one of the best resources for growing your influencer list. For instance, if you needed to find yoga influencers to collaborate with, you’d search the keyword phrase “yoga” under the Twitter Influencer’s tab. Instantly, you’ll see hundreds of influencers appear — by rank — from one simple search.
From there, Buzzsumo makes is super easy to add influencers to your Twitter lists or tweet them directly from the platform.
Are you inspired to find other ways to network with influencers?
Which content marketing strategy can you apply immediately to see growth in your life coaching business? Share your comments with us!