Content Isn’t Everything
You’ve likely heard that content is king, and while that isn’t necessarily UNTRUE, it isn’t EVERYTHING.
Content is only a piece in the puzzle. You can create all the high quality, well-edited pieces of content you want, but if it isn’t being implemented strategically, doesn’t take you closer towards a specific business objective, or is just content for the sake of content then it’s really not “king” is it?
I see a lot of gyms posting daily workout videos, which is great, but ask yourself this – is this getting me closer to having more high quality paying members? Or, is this content just being consumed by my current members and isn’t actually helping me reach out to new leads? Do potential members really care what your workout of the day is? They may not even know what those movements are or mean yet… They likely care more about the quality of your coaches, the services you offer, and where you’re located.
Having workout videos and gym content is great, but make sure this is not your WHOLE strategy. I often categorize posts into three different buckets: Promotional, Inspirational, and Informational. Within these categories are targets. Ie. Promotional post about student deals. Informational post about training during pregnancy. Inspirational post about a middle-aged father with diabetes who changed his life in your gym…
If content is king, then STRATEGY is certainly the queen. You need a strong relationship between both to drive marketing success.