Most coaches will need a content approach to nurture their future clients. This is called generosity marketing and it’s still the #1 visibility approach for coaches.
The 3 main content delivery methods paired with social posting are:
- Podcasting + Guest Podcasting
- Videos, such as YouTube and Lives on Socials
- Blogs and Article Placement
To make any of these approaches work well for you, you’ll need:
- To be clever about driving traffic to your client-winning website from the content.
- And, have smart conversion processes set up there with tailor-made offers for one unique audience.
Sadly, much of the content coaches put out is unoriginal so it doesn’t help the coach stand out and attract ideal clients.
What are the secrets to enrollment-inspiring content? Let’s talk about that. And grab my free guide:
Most Coaching Content Comes Off Boring and Unoriginal
With a click or flick of the finger there is so much content available to anyone on any topic. That’s why it’s critical that YOUR content showcases your unique voice and perspective, while offering unique value for your target audience.
I see too many coaches covering standard life coaching topics — limiting beliefs, values, self care — on their content.
If you’re thinking of posting content on one of those topics, Google it. Notice how many millions of hits that search gets.
I know it’s tough to hear this if you’ve already been posting on those “coachey” topics. It’s not too late to hone your content strategy.
How can you consistently create content that will do these 3 things?
- Grab the attention of your ideal audience
- Be thoroughly consumed by your audience and inspire following you
- Nurture a serious interest in hiring you
It’s simple but not easy … be unique. Unique topics with unique curiosity-raising titles and all contextualized to your unique audience.
4 Ways Coaches Can Create Unique and Valuable Content
What exactly do I mean by unique? You don’t have to be 100% original. But you do need to stand out with authentic content and a voice that’s uniquely yours while keeping it all about your ideal clients.
1. Narrow your audience
If you want to stand out and become known fast then choose a narrow and specific audience and build your entire business around serving the big problems they have on the way to a significant goal.
For example, I started my coaching business focusing on entrepreneurs, which is a huge audience. Since 2006 I focus solely on new coaches — a sub-sub-sub group of entrepreneurs. Creating client-attracting content got easier the more that I narrowed my audience.
Is your coaching audience narrow and specific?
Are you crystal clear about their specific big problems in the way of their specific big goal?
Is all of your content and, even web copy, contextualized 100% to those things?
If not, you have a HUGE opportunity there.
2. Focus much of your content on one specific problem
The most painful and common problem for new coaches is how to choose a smart and profitable niche they’ll love. That’s why I offer my Nail Your Niche session. It’s not close to the only way I help. But it is the cornerstone or critical starting point of how I help coaches and how many coaches find me.
What is your cornerstone topic for your narrow audience?
Does your content hit on this topic often from different angles and drive traffic to your website?
Do you have a specific offer to help clients overcome this one big problem?
3. Develop an original system
My approach to helping new coaches create a sustainable, profitable business they’ll love is different from other mentors. I’ve developed a unique step-by-step system that’s high touch delivered through VIP Mentoring program.
Have you created an offer with an original system in a Signature Program offer for your audience?
Have you priced it to pay you well and is it benefit rich for your audience?
Does your content cover bite-size pieces of that system without giving away too much?
4. Develop you own authentic personality and voice for your content
This takes time and repetition. But knowing that this is a goal for your writing, podcasting or videos will help you get there faster. I see my VIP clients’ voices blossom before my eyes as I help them create content.
What’s unique about your writing and speaking voice
Which of your personality traits can you emphasize?
One of my clients who is launching a podcast for nurses leaving nursing has a great sense of humor and it’s leveraged in her content. Another, uses stories to capture her audience’s attention. Many of my podcast listeners say they appreciate my firm, kind approach. And that’s something I’ve developed over time.
Okay, that’s Content 101. Create unique, contextualized content for your audience and attract more clients!