Yesterday we released an article on content marketing in which our assistant editor, Rachel Zabonick, interviewed Merritt Athletic Clubs’ marketing director on its importance.
Many times, content marketing is a term used in advertising, where one would use content — either written or video — to gain extra exposure. In the gym’s case, it could be in a situation where the gym partners with a local news outlet to be the go-to resource for all things fitness.
In the article we touched on how content marketing could drive people to your website, and discussed blogs. I don’t perceive blogs or other club-developed content that may be exclusive to your website or newsletter as content marketing. In fact, I see it as the first step in developing community.
You may have top-of-the-line trainers, but the only people that realize that are the training clients. Does that really make sense that only they would know how great your trainers are?
No, so what you’d need to do is utilize the trainers’ knowledge and put it to work via a blog. A blog isn’t going to take clients away from your trainers. In fact, what it will do is improve the perception your greater member population has for your trainers, and create more interest in training sessions.
It’s important that you create consistency with your message. Don’t generate a blog that lasts for a month and then stops. It takes time for blogs to build momentum. Your members may currently be reading Men’s Health and Women’s Health for health and nutrition tips. But, if you keep a constant blog that provides equal tips, you’ll eventually attract them to your website.
When your writers post on the website, ensure that the message is personal. If someone is talking about purchasing healthy foods, refer to a local market that a lot of people in your area shop at. Refer to places around town, or in your club, that people will be familiar with. Additionally, share personal stories that members can relate to.
When you make the articles more personal, you’ll see results and community grow faster. Just wait until your top trainer puts some nutrition tips on the website with his or her head shot — there will be a crowd around the training desk that next week with people talking to the trainer and each other about nutrition and exercise tips. That’s your first step to build community.
Tyler Montgomery is the editor of Club Solutions Magazine. Contact him at tyler@clubsolutionsmagazine.com.
