Content marketing through internal and external blogs, articles and other mediums is a great way to improve retention and generate leads to your fitness business.
As Merritt Athletic Clubs’ marketing guru, Donyel Cerceo is well aware of this fact, which is why she has spearheaded several different types of content marketing campaigns throughout her time as marketing director.
“Our main content marketing is our blogs on the homepage of our website,” explained Cerceo. “We also are the fitness hub for a local media conglomerate that owns and operates several local radio stations and a local TV station. We have a micro-site on their website.”
According to Cerceo, the microsite is extremely valuable for brand exposure as it is strictly a content driver with links to Merritt’s website. “Blogs and articles on other websites provide valuable exposure to your website, not to mention it helps make you an authority in your industry,” she said. “You must stay informed on what the trends are in the industry so you can focus blogs on these hot topics. Writing articles on third-party sites allows you to build backlinks to your website, and this also increases your search engine optimization (SEO).”
Although different types of content marketing are valuable, Cerceo’s personal favorite is blogging, specifically blogs housed on Merritt’s website. “Blogs are the most valuable because you can constantly keep your fingers on what the hot trends in fitness are and you can write about it,” she explained. “You don’t have to be an expert on the topic, but blogging about what people are searching for is a way to get your website ranking up when people are searching for specific fitness trends.”
Having blogs geared towards your members, versus the general public, can help with retention as well. “Internal content helps with retention, though make sure you have implemented an easy way for your members to share your content across their social channels,” said Cerceo. “This is a great way to reach prospects, as people will read information their friends have recommended.”
Fortunately, you may not have to search far and wide for bloggers. Cerceo explained great bloggers might be hiding amongst your staff. “People that know your product or service, like personal trainers or group fitness instructors, are a great resource,” she said. “These staff members are often very popular with your existing members and are often very social.”
For external partnerships with the media, Cerceo explained one of the easiest ways to form relationships lies in advertising. But it goes one step further. “The best way to form relationships with media is to, of course, advertise with them, but also establish your club as the go-to person for health and fitness. Let media outlets know you are there to help them with any health and fitness-related story they may have. Things often come up quickly with the media, and if they know that you are always there, ready to help them on the spur of the moment, you will quickly become their expert because you have made it easy for them to get in contact with you and they know your club will respond.”
In addition, Cerceo suggested clubs have a go-to person, such as a marketing director, in charge of fielding media inquiries so they don’t get lost in the shuffle.
“Develop a media inquiry form your staff must complete and submit to your marketing or communications department whenever they are contacted by media,” she explained. “And make sure you have established an efficient way to get the form to the appropriate person so they can respond quickly. You need to make sure you have one spokesperson for your organization and, if needed, that person can find the appropriate person in your organization to speak on a particular topic.”
Content marketing takes work, but the results may be worth it in the long run. “Articles for the general public on your own website and third-party sites will increase your credibility and raise your SEO,” said Cerceo.
By Rachel Zabonick
