Content marketing is a game-changer for your gym when you do it right. It’s the key to getting those warmer leads, increasing sales, building your brand, and driving more traffic to your gym’s website.
But here’s the deal: You need to create content that speaks to your audience and grabs their attention. Content that they’ll be excited to read, watch, and even listen to. If they find value in what you’re sharing, they’ll trust you and feel more connected to your gym.
And then what happens? They’re much more likely to sign up as clients.
So, let’s dive in. We’ve got our top 10 tips to help you master content marketing for your gym.
Content Marketing: A Guide for Gym Owners
First, let’s go over some basics of content marketing and how it applies to gyms.
What is Content Marketing?
Content marketing involves creating and sharing valuable content in various formats like:
- Blog posts
- Social media posts
- Videos, and more.
If you run a gym, this content should appeal to both your current members and potential new clients. The goal is to offer something valuable that meets the needs of your audience and generates more leads. You achieve this by regularly sharing content that is both useful and interesting. When you do this well, you’ll establish yourself as an expert in the market.
💡 With effective content marketing, your audience will see how dedicated you are to helping them reach their fitness goals. This makes them more likely to choose your gym when they decide to join one.
Why is Content Marketing Important for Gyms?
You might be wondering, ‘Does content marketing actually work for gyms?’ The answer is, absolutely.
As a gym owner, your goal is to connect with people. Good content lets you share stories, solve problems, and get people interested. Chris Cooper from Two-Brain Business sums it up well: it’s about getting people to ‘pay attention before they pay money.’
Here are some key stats that prove why content marketing is a big deal:
|62% trust and rely on content marketing for buying decisions (Search Engine Journal)
|Generates 3x as many leads, costs 62% less than traditional methods (Search Engine Journal)
|More Website Traffic
|Companies get more than 5x the visitors to their website (Search Engine Journal)
|Positive Brand Perception
|65% have a better view of a brand after reading its content (Content Marketing Institute)
|Preference Over Ads
|70% prefer reading articles about a brand over ads (Content Marketing Institute)
So, what does all this mean for you as a gym owner? It’s simple: make content that’s not only fun but also educates your audience, solves their problems, and shows off what your gym is all about. The good news is, there’s a ton of stuff you can do.
Check out these content ideas:
- Movement demos and tips videos (“how to do X”)
- Nutritional content including recipes and tips
- Workout ideas
- On-the-road workouts
- Motivational podcasts
- Marathon training articles
- Guides to building muscle
- Ab-training guides
- Fat-loss or weight-loss guides
- Client stories
And so much more.
💡 Note: Some of the most popular mediums in the fitness industry are blog posts, social media posts (vertical videos, photos, Stories, etc.), YouTube channels, TikTok, and podcasts.
Content Marketing in Action: Cassie Day | All Day Fit
Cassie Day, the Founder and CEO of All Day Fit, is a great example of content marketing done right. She only uses organic content to drive leads and sells $85k/mo in training on Instagram.
So what makes her content so effective? Let’s break down a few reasons:
- She knows her audience well: Cassie knows exactly who she’s catering to, which helps her attract and retain her dream clients. It’s easy to see who her gym is for and what she offers.
- High-quality and helpful posts: She regularly puts out 3-4 posts and Stories each week. This keeps her audience informed and engaged.
- Creating shareable content: Cassie’s content is made to be shared, which helps increase engagement, extend her reach, and resonate with more people.
The result of Cassie’s approach is more than just making content. She’s building relationships with her target audience, strengthening her brand, and naturally bringing in more leads to her gym.
💡 For a full breakdown of Cassie’s content strategy, read: The BEST Instagram Strategy For Gym Owners
10 Content Marketing Tips for Gym Owners
Now that we’re familiar with the basics, let’s dive into our top 10 content marketing tips to maximize leads and sales in your gym.
1. Offer Value with Authenticity
In gym marketing, your priority is to solve the problems your potential clients have in their fitness journeys. They’re out there looking for help, and you’ve got the answers, whether that’s workout tips on your blog or nutrition advice on social media.
It’s common to worry that giving away free advice could mean people won’t need your paid services. In reality, it works the other way around. While sharing your knowledge shows off what you know, it’s your coaching that’ll draw people to your gym. This experience can’t be replicated by just watching a video or reading an article.
And remember, just be yourself. There’s no need to sound “a certain way” when you create content or to go beyond your area of expertise. Authenticity is easy to spot, and you’ll connect with your audience more easily if you’re genuine.
💡 Tip: When reading over your articles before posting them, ask yourself: ‘Am I using big, fancy words to sound smart?’ If you are, make it simpler. They should be easy for everyone to understand.
2. Tailor Content to Your Ideal Client
The foundation of any effective content marketing strategy is understanding your target audience. When you’re creating content, always keep this audience in mind.
If you’re not clear on who your ideal client is, it’s important to figure this out quickly. Knowing who you’re speaking to ensures that every piece of content you share is relevant and resonates with the people you most want to see joining your gym.
3. Consistency is Key
Content marketing is a long-term strategy. One blog post every few months won’t necessarily change how people view your gym. What really works is consistently posting over time. This effort is key to getting your gym’s name out there and bringing in more members.
Think about it: If you post just one blog a week for two years, you’ll end up with 104 pieces of content. That’s a lot for people to find and connect with. This builds up a fitness library on your website, which also increases your visibility in search results. And gradually, more people in your market will see you as an expert.
💡 Tip: Keep your posting on track with a content calendar. If you’re looking for ideas, check out How to Beat 90 Percent of Local Gym Competitors With Content for more insights.
4. Boost Your Gym Locally with SEO
Local Search Engine Optimization (SEO) is a game-changer for gyms. It’s all about making your gym’s website more attractive to search engines like Google, especially for searches in your area.
Say someone in your city searches for “gyms in [city name]” or “personal trainer near me.” You want your gym to show up right at the top. So, how do you make this happen?
Start by creating content that resonates with people in your local audience. Think about topics like:
- “Best Muscle-Building Workouts at [Local Park Name],”
- “Training Tips for the [Local 5K Fun Run],” or
- “Pre-Game Nutrition for High School Athletes in [Your Area].”
Content like this not only helps you climb higher in search results but also makes a direct connection with potential clients in your area.
5. Attract Leads with Compelling Offers
Lead magnets attract potential clients and offer some type of value to them in exchange for their contact information (name, email, phone number). Typically, these are automatically sent out when someone moves from an ad to a landing page.
You can easily integrate lead magnets into your blog. Say you’ve just written about 10 fitness tips for a toned beach body. At the end, include a call-to-action (CTA) like “Click here to get my guide.” Or, you could embed a CTA button directly on your blog page. Here’s an example from a Kilo client:
Remember, a strong lead magnet solves a problem for your target audience and provides an immediate, actionable solution. It should be relevant, valuable, and easy for your audience to digest.
💡 Some of the most effective lead magnets include ebooks or guides, free nutrition plans, free webinars or workout tutorials, and free trials.
6. Connect in Local Facebook Groups
Getting involved in local Facebook groups is a great way to boost your gym’s online presence and establish stronger connections with both existing and potential clients. Your aim should be to actively engage in the group’s conversations, answer questions, and when appropriate, share your content as a helpful resource.
Again, authenticity is key. Focus on real, meaningful interactions rather than directly promoting your gym. Provide helpful insights and solutions related to the group’s discussion. The goal is to offer value first, and then promote your gym naturally as part of the conversation.
💡 For more tips on how to make the most of Facebook groups, check out our guide: How Gym Owners Can Use Facebook Groups to Increase Memberships.
7. Amplify Your Reach on Social Media
Social media is where everyone hangs out these days, and for gym owners, platforms like Facebook and Instagram are essential for sharing your content. They’re key places to grab your audience’s attention and direct them to your gym’s website for more engagement.
When you post on social media, think about using various formats like photos, videos, Stories, and so on. Aim for these three main goals:
- Catch Attention: Highlight your content, expertise, and brand to get noticed.
- Get Them Involved: Encourage your audience to interact with your posts by liking, commenting, sharing, or sending you a DM.
- Lead Them to Your Website: Get people to visit your website by posting content with clear CTAs and having a Link in Bio.
💡 For more insights on how to use social media effectively, read: Transform Your Gym’s Online Presence: A Gym Owner’s Guide to Using Instagram
8. Create Quick Bites of Content
Variety keeps your audience engaged. While detailed articles are great for SEO, don’t underestimate the power of short, easy-to-digest content. This ‘snackable content’, like infographics, fitness memes, or quick exercise tips, is ideal for engagement because it’s concise and easy for your audience to consume.
Going into detail and writing lengthy content shows off your expertise, but remember, not everyone has to time or desire for long reads. By mixing in these bite-sized pieces of content into your strategy, you keep things fresh and ensure your gym’s content is enjoyable.
💡 Take, for example, a 200-word article that outlines the top three glute-toning exercises along with a sample workout. It’s simple, but still gets the job done effectively.
9. Post Timeless Content
Evergreen content is the type of content that never loses its relevance. Unlike trends that come and go, this content continues to be useful and engaging for your audience, year after year.
Think of posts like “Core Exercises for All Fitness Levels” or “The Fundamentals of Healthy Eating.” These topics are always in demand, as opposed to something like “The Top Fitness Trends of 2023,” which will soon feel outdated.
While it’s okay to tap into current trends, the real long-term value of your content strategy lies in evergreen posts. This content will keep attracting new visitors and potential clients to your website for years to come.
💡 Tip: Think of three blog topics that will still be relevant in five years. Spend a little extra time in these posts to ensure they’re rich in info and keywords search engines will love.
10. Keep an Eye on What Works
Tracking your data will let you know whether or not your content works. With tools like Google Analytics, you can see which content is grabbing your audience’s attention. This data gives you insights into several key areas:
- What content resonates with search engines
- What topics your audience finds engaging
- Which articles keep visitors on your site longer
- What kind of content gets shared the most
- Which posts are driving leads, and
- Which pieces are contributing to sales
By looking at this info on a regular basis, you can refine your content strategy, and focus on creating more of what works best and resonates with your audience.
Get Started with Content Marketing for Your Gym Today!
And there you go—our top 10 content marketing tips to boost leads and sales in your gym. Let’s quickly recap:
- Offer Value with Authenticity
- Tailor Content to Your Ideal Client
- Consistency is Key
- Boost Your Gym Locally with SEO
- Attract Leads with Compelling Offers
- Connect in Local Facebook Groups
- Amplify Your Reach on Social Media
- Create Quick Bites of Content
- Post Timeless Content
- Keep an Eye on What Works
At the end of the day, it’s all about really connecting with your audience and sticking to a consistent plan. Keep your content varied and interesting, stay engaged with your local community, and don’t forget to track what’s working.
Now, it’s time for you to put these tips into action. And remember, if you need a hand with lead generation or increasing sales for your gym, don’t hesitate to book a call with us at Kilo.