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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.

Sustainable Marketing – A Case Study

Sustainable marketing starts with sustainable business.

 

‘Sustainable’ can be defined as the following, Able to be maintained at a certain rate or level.

Sustainability is often used in reference to environmental and social consciousness, however, in this context, it will be referred to the internal environment of your business. Here are my definitions:

Sustainable business: I define a sustainable business as one that is sound financially, has a long-term plan, and is growing at a rate that can be maintained. This business has low turnover in staff and clients (or members).

Sustainable marketing: I define sustainable marketing as something that grows with your business and isn’t a quick fix, program, or short-term campaign.

So, how do we start to build a sustainable marketing program? Sustainable marketing starts with building a sustainable business. Let’s start there using the context of a gym, specifically a Crossfit affiliate.

So, you’ve opened a Crossfit gym. You want to invest in marketing to get more members signed up for your on-ramp program. You’ve been running your own social media, and get your coaches to help out, but understand that having a consistent strategy is important and you don’t have the time to run it yourself. Where do you start?

New Year, New Focus | Fitness Marketing

I’m excited to announce that we have decided to focus our efforts on helping businesses in the fitness, health, wellness, sports, and outdoors industries!

Why?

It’s my passion! As an athlete myself, I wanted to merge my love of health, fitness, and sport, with my profession and other passion for marketing. It seemed like the natural progression, as 93 agency has slowly been focusing on clients within these industries, and has seen the best results there due to extensive experience in these industries, as well as knowledge and continuous learning of all areas of these businesses. Own a gym, studio, clinic, store, or brand and want to build your business? I can help!

Not part of these industries but want to work with us? We’ve worked with businesses in several other industries, including but not limited to: tech, e-commerce, SAAS, retail, automobile dealing, engineering, and service businesses/locations. We also consult for individuals and professionals.

Contact natalie@93agency.com if you’re interested in getting started!