The ABC’s of Content Marketing for Life Coaches
Your business needs a blog, and your blog needs to be good if it’s going to be more than a time sink.
“89% of content marketers used blog posts in their content creation strategy in 2020.” (Content Marketing Institute, 2020)
Source: HubSpot Marketing Statistics
If you don’t have a blog or if you aren’t posting on it regularly, you’re missing out on the ripest low-hanging fruit that the marketing environment has to offer.
What’s more, you’re not reaching the full breadth of your potential audience and target clientele.
For Life Coaches, blogging is a significant opportunity to create trust in your brand and establish authority in your field.
It gives you the power to connect with more potential clients, help more people find the content they need, and build your Google ranking.
Content marketing can be your best friend if you know how to implement it well.
Why is Content Marketing So Important?
“70% of marketers are actively investing in content marketing.”
Source: HubSpot Marketing Statistics
Content marketing is both effective and inexpensive compared to other forms of traditional marketing.
With so many companies doing it nowadays, it’s becoming more important for businesses to keep up with their content output if they want to remain competitive in their industry. The Life Coach industry is no different.
Below you’ll find some of the essential benefits of publishing consistent, high-quality blog content related specifically to Life Coaching.
Build Trust & Authority
As a Life Coach, it’s important to show your prospective clients that you’re an authority on all things related to your business.
Blog posts allow clients to see that you’re knowledgeable, engaging and that you understand their needs and interests.
We all want to work with someone who gets us, right?
By focusing on publishing quality content, your blog will build trust with your readers. They’ll start to see your blog (and your business) as the place to go for their unique concerns.
There’s no doubt about it — quality blog content that speaks directly to your target clientele will help engage them in your brand.
When you publish regular blog content, your clients and prospective clients are more likely to return to your site and check back for updates. They’re also more likely to bookmark your page, share your articles, and recommend your brand to friends and family.
That means more eyes on your website and more potential clients in your inbox.
Set Yourself Apart
Your blog is a place to add a little personality to your brand and to showcase your authority in the Life Coaching arena.
As such, blogging is a fantastic opportunity to set yourself apart from the competition.
Think about it. Would you rather work with someone who regularly puts out excellent blog content or someone who has the bare minimum on their website with little or no blog content?
You’ll be drawn to the company with engaging content that you genuinely want to read!
Boost Your Visibility
Search Engine Optimization (SEO) = Free Advertising!
If you’re new to online marketing, you might not be too familiar with this term. SEO encompasses an array of processes that help your website get more views, and it’s the “language” Google uses to decide if your website is worthy of ranking high on the search page.
You definitely want to be on the first page of results when someone searches for anything related to your business. The closer you are to the top of the page, the more web traffic you’ll get.
SEO keywords are words your target clientele is likely to use in the search engine (like Google) to find your content. Keywords are one of the best ways for blogs to incorporate SEO into their strategy.
You can use SEO on your website without spending a lot of money on Google Ads campaigns. The trade-off is that it can take some time to do the research and implement SEO effectively.
“Search is the number one traffic source to blogs across all industries.”
(SEMrush, 2019) Source: HubSpot Marketing Statistics
Spend some time incorporating SEO into your content marketing strategy by delivering great blog content that your clients and prospective clients want to read, and you’ll have a leg up on your competitors on Google search. (And you’ll be spending less money on advertising that may or may not generate results!)
Generate More Leads and Clients
“Content marketing is 3 times more efficient in terms of leads than outbound marketing.”
Source: Review 42
More blog content means more chances for your brand to show up in Google search results, which means more click-throughs to your website, which means the potential for more leads!
High-quality, search engine optimized blog content will bring your exact target clientele to your site. If they like what they see on your blog, they’re likely to have a look around.
From there, it’s crucial to have a solid website that showcases your expertise and defines your brand, but also a clear path for getting in touch with you.
Newsletters and mailing list opt-ins are a great way to generate leads and share your blog content with current and future clients.
Reaching Your Prospective Clients
Sure, SEO is important. But it’s not the only thing you need to focus on if you want to reach your target clientele.
SEO means making sure search engines love your content, but search engines aren’t going to be buying your service.
Prospective clients are going to search for things like “good life coach” or “how do I get over a work burn out?”— and yeah, you want to be as close to the top as possible, but once you’ve got them where you want them, your content needs to be precisely what they were looking for.
That’s why it’s important to identify your target clientele and find out what they want to read about.
Suppose your business focuses on helping women navigate leadership challenges. In that case, you’ll want to publish content that those specific people will be searching for, using keywords they’ll be using in their Google search.
This will require a little bit of research, but if you’re in the business, it might be easy to brainstorm the most common keywords your target clientele might use when searching in your niche.
You’ll want to find out what kind of content your prospective clients are looking at by browsing the trending headlines in the communities where your target clientele hangs out (on places like Google, Medium, social media, life coaching blogs, etc.) and take notes.
Do you see a lot of list-style articles, like “5 Steps to Recover From a Work Burn Out”, or more relatable personal stories? What are the most popular styles?
Articles with a lot of audience support and comments provide a good indication that the same type of content should be a hit on your website too.
If you know people are searching for “therapists” or “career counseling”, publish a blog post that will help them decide if they should pursue life coaching versus traditional counseling.
You can do some of this discovery of your target clientele’s interests by putting yourself in their position and considering what sort of content you would be looking for.
Another route you can take is to conduct surveys on social media to find out what your audience wants. To reach a larger audience, try posting the survey in a Facebook Group that targets the same type of people.
What are your prospective clients' pain points?
Knowing this will enable you to speak to them in a way that generic self-help content never will.
Your expertise as a Life Coach essentially guarantees that you’ll be hearing your clients' pain points all day, so you’re ahead of people in other industries.
That means you’ll be able to provide valuable professional insights into their problems, which is more than can be said for a lot of the content your prospective clients will come across.
Consider these questions: What sorts of things are your existing clients having trouble with? What are their biggest complaints or struggles? What do they need help with?
The ideas you generate here about their pain points will be fantastic blog post topics.
In the article, make sure you bring up their pain point, make them feel heard, address their concerns, and offer a solution or support.
Tips for Success
Even if you’re putting out good content once or twice a week, incorporating SEO, and hitting your target clientele’s pain points and interests, there are still a few other things you should keep in mind for success.
“Mobile web traffic has consistently accounted for about half of all global web traffic since the beginning of 2017.” (Statista, 2020)
Source: Hub Spot Marketing Statistics
I do a lot of internet browsing on my smartphone, and so do most of us! That means having a website that loads quickly and looks good on mobile devices is critical.
Mobile-friendly websites are important for SEO as well. Google has been slowly rolling out their Mobile-First Index, which aims to treat all Google searches as if they’re coming from a mobile device. If your website isn’t mobile-friendly, it’s going to suffer in the Google search trenches. Make sure your website is just as good on mobile as it is on a desktop. If you can easily load, surf, read and click everything on your site using your smartphone, you’re doing well. If not, see if your web hosting platform will allow you to customize or enhance your mobile site.
This article includes some great tips for optimizing your website for mobile search.
Remember: You’re the Subject Matter Expert
Your blog is a place to show that you are an authority in your field and to address your prospective clients’ concerns. It’s a place to define your brand, and in many cases, it will be the first thing a prospective client sees.
Consistent, quality content is gold in the marketing world no matter the industry. If you have it, you’re already winning.
Building your blog content and publishing regularly will help your target clientele see you as their subject matter expert. They’ll want to hear from you about the topics they’re interested in, so this is your chance to deliver!
Guest posts are posts from people outside your company or people who don’t usually post on your blog. Guest posts can be from anyone who can write good quality content and who knows your industry.
There are a few benefits to including regular guest posts on your blog.
The first is that it takes some work off your plate. The more guest posts you have, the less you have to worry about creating content for your blog. Who doesn’t need one less thing to worry about?
Next, a blog with multiple authors, compared with just one, makes the blog seem more credible and offers different perspectives and voices that most readers will appreciate.
Having guest posts on your blog can also help you rank higher in search engines. If the guest post comes from someone who already has a large following, that can boost your following as well.
You can put a “Write for Us” button on your website or blog to attract potential guest posters or reach out to writers you like and ask if they’d like the opportunity to write for you. Keep in mind that most guest posts are paid.
Call to Action
Blog articles give you the chance to add a Call to Action (CTA), which is a request for your reader to take some kind of action. That can be signing up for your email list to receive blog content right to their inbox, or it can be a hint to look at your services page or even to leave a comment.
CTAs are a valuable marketing tactic that can bring a site visitor closer to becoming a new client, so use them when you can.
SEO is a complicated topic, so I want to provide some of my favorite tips that I’ve learned along the way.
Include SEO keywords in your content, but make sure it’s not obvious. You don’t want your article to sound awkward because of your keywords. Remember, you’re providing quality content to your target clientele that just happens to talk to Google too.
Do your research! Once you’ve brainstormed some potential keywords, type one into Google search and see what suggestions come up. Do that for all of your keywords and write down the results. These suggestions are pulled from real searches by your potential clients. Then, scroll to the bottom of the search page and write down the suggestions under “Related Searches” — these can all be helpful keywords.
You can use paid tools to find keywords, which I recommend if you’re feeling overwhelmed — it can pay off big. SEMRUSH is the perfect tool for keyword research, SEO help, competitor research, and even content optimization. It makes SEO research super easy and offers a variety of tools to help along the way. If you want to give it a try, please consider using my affiliate link, which will send me a little love at no additional cost to you.
You’ll also want to identify some long-tail keywords, which are longer strings of words, like “career coach for women in management denver colorado”. Being more specific in your keywords (and including related topics) can help bring your target clientele right to you.
If your website or blog is new, don’t forget to update your meta tags (i.e. your site title and description). This won’t directly affect your search ranking, but it will help inspire people to click on your result!
Longer posts are more search engine friendly because they allow for more keywords, and they get more shares. A recent study showed that content with 2000 words or less didn’t even rank on the first page of Google search results. If you want to learn more, check out this article.
Backlinking is another helpful SEO tactic that you should utilize. Drop links to your website and blog posts anywhere you can, and ask others to do the same. Working with other writers or industry professionals can provide excellent opportunities for this.
If you’d like me to go more in-depth on SEO in a future article, leave a comment and let me know! I’d love to hear from you!
This article covered the importance of blogging for Life Coach businesses and gave some insights and tips to help you make your blog efforts successful.
Since blogging is an effective and inexpensive way to boost your website traffic, get free advertising, and engage your target clientele, it’s a no-brainer.
If you take just one thing away from this article, I hope it’s this:
You must publish regular, high-quality blog content in 2021 if you want to reach your potential for success as a Life Coach.
If you have any questions about blogging for your business or if you’d like to work with me, please leave a comment or visit my contact page to reach out!
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