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Content Marketing For Coaches: 3 Steps To Get Clients Organically

Content marketing for coaches is a strategy that involves using content to get in front of your ideal client.

It is one of the most effective ways to get putting clients in a highly scalable way.

Executing a content marketing strategy for your coaching business is really cost-effective and Powerful.

It can even be done for free.

If you are pumped about the possibilities of content marketing and want to learn how to leverage it for your business make sure you read this guide till the very end.

Before the onset of content marketing, coaching businesses had to rely on paid ads and other traditional marketing strategies to get clients for their business.

That doesn’t have to be you.

Studies have shown that content marketing costs 60% less than other marketing strategies and has shown an insane conversion rate of almost six times the norm.

While other marketing strategies can send you the traffic you need to grow an audience,  they can not as much guarantee how people convert to sales on your program.

With content marketing,  you’ll be doing the legwork of nurturing your audience to make sure a huge percentage of those people become clients for a business.

Importance of Content Marketing For Coaches

Content marketing is especially important for coaching businesses and here’s why.

Most coaches tend to charge premium prices, especially for one-on-one programs where there is a Direct exchange of time for money.

It is not uncommon to see programs that charge up to $1000 and above.

What is a lot of money to be made in the coaching industry, this means more work on your part as a coach.

You need to be able to prove your worth to the clients and show them that you are worth the investment.

Content marketing for coaches is a weapon.

It allows you to belt trust with potential clients and increase the chances of them saying yes to making a huge investment in your program.

In a nutshell,  content marketing is extremely easy when you know how to do it right!

So without wasting any more of your time instead of into the different steps you need to take to print out a powerful content marketing strategy for your coaching business

7 Steps To Content Marketing For Coaches

Step 1: Define your target audience

First of all who is your target audience?

Your target audience is your ideal clients.

This is the people you be targeting with your content.

The purpose of content marketing is to get across to these people and get them convinced and pumped to buy from you.

Knowing your audience beforehand is really crucial for the success of your content marketing strategy.

Since your content is going to be doing the work of reaching them,  you need to know exactly who they are, so you know how best to get to them.

For example,  the target audience of a finance coach is so very different from that of a health coach.

A finance coach can do well by creating content on LinkedIn but not so well for a health coach who might be better off on Instagram.

You get the gist.

The goal of this step is to make sure we do not base our entire marketing strategy on speculations.

Just take a step back and think deeply about who you want to help with your coaching business.

  • As a relationship coach, you might prefer working with young couples as opposed to divorcees.
  • Or as a fitness coach you might be better off getting results for men than women.

Nailing your target audience becomes very difficult when you haven’t pinpointed what your niche is.

Your niche is a section of a huge market that you will be targeting with your content.

It houses your target audience and so they go hand-in-hand.

If your niche is life coaching then people who need life coaching advice will be found in that market.

Once you know exactly what your niche is, it is very easy to pick a subsection of people that you want as your ideal clients.

For example, we have life coaching as the huge umbrella,  but then we also have life coaches who focus on a particular group of people:

  • Life coaches for couples 
  • life coaches for teens 
  • Life coaches for divorcees

N.B Your target audience is going to be unique to your own journey.

If you’re struggling to nail your niche and define who your target audience is,  then I highly recommend that you take this free course.

This is a 7-day free email course that will teach you exactly how to build your coaching business from scratch.

content marketing for coaches

One of what you’re going to be learning is niche research.

By the end of just the first day,  you will be able to nail your niche and streamline your entire marketing efforts.

Step 2: Understand their pain points and needs.

The whole point of content marketing is to build enough trust with potential clients and increase the chances of them wanting to work with you.

This is where most coaches get content marketing wrong.

Content marketing for coaches isn’t about posting daily and staying consistent on social media.

It’s about nailing the desires and pain points of your potential clients and using your content to bring the solution.

So instead of posting random content online,  you want a content strategy based on solving their problems.

People love problem solvers, and if you become one in their life,  you are more likely to be the coach they choose to work with.

But you might ask?

If I am solving their problems with my free content, why would they need to pay me?

Good question!

I struggled with this as well and here’s the secret sauce that most high-level coaches don’t want you to know.

You don’t need to solve their entire problem to gain their trust.

Show them that you have the potential and leave them wanting more.

For this, you need to have a good blend of content ideas that don’t necessarily give away too much.

You want them to appreciate you for your value but still want to work with you.

I highly recommend you read this post for 17 powerful content ideas that work straight up for getting people to trust your brand more and also be eager to work with you on a paid level.

Step 3: Develop a Powerful content strategy

Your content strategy is going to be the fuel of your content marketing process.

Having all of these ideas and strategies without any preplanned strategy isn’t going to get your business far.

You want to be able to know the Frequency,  purpose, and goal of your entire content marketing strategy, that way you’ll be able to effectively track your results.

With that, let’s look into how you can craft a powerful content strategy that moves the needle for your coaching business.

1. Know the Goal of your content

So why exactly are you creating content?

Is it for more sales,  engagement, or pure entertainment?

Knowing the goal of your content will help you nail what the best content pieces and formats are for that specific goal.

The goal of content marketing for a coaching business is most likely going to be to get more sales.

With that in mind,  you need to focus your efforts more on content that gets your audience interested in your offers. 

Based on my experience,  while posting quotes and memes can help you rank up the sweet engagement everyone loves,  they do a bad job of getting potential clients pumped about buying from you.

So right away,  you can see the huge difference knowing the goal of your content strategy makes.

2. Decide on the content platform and Frequency

Once you understand the goal of your content marketing, the next step is to your content platform and decide on your frequency.

Nowadays you’re so many content platforms that can help you grow a hugely targeted audience online.

This will vary depending on what niche you choose to go after.

Some of these platforms include LinkedIn, Instagram, TikTok, YouTube, and even blogs.

Think about where your ideal clients Hang out.

If you are a finance coach, chances are your ideal clients are going to be active on LinkedIn.

As for a relationship coach, a better option might be TiK ToK or Instagram.

The point is to know your ideal client and bring your content to them.

Once to decide on the platform of your choice you’re going to need to learn how their algorithm works,  this way you are able to streamline your own marketing efforts to see results on that specific platform.

When deciding on your content platform you also want to keep in mind the longevity of content.

Generally content on social media tends to be short-term in the sense that you have to keep creating content to keep seeing the reach you need.

On the other hand, creating content on platforms like blogs, podcasts, and YouTube which have search engines can bring in traffic and sales for your business even years from now.

Ideally, you want to be taking one of the long-term platforms and one of the short platforms so you have a nice mix of both.

I love LinkedIn and blogging and that’s the perfect mix for my ideal niche.

You could also choose to do blogging with Pinterest or TiK ToK with YouTube.

Another thing you need to keep in mind is the frequency of posting.

Within your content strategy, there needs to be a set time and days for your content to go out.

Again this depends on your knees and how active your clients are on the platform of your choice.

If you’re constantly active on the platform, then you might need to keep on creating content to increase the chances of showing up in their face.

3. Create your calendar and the content pieces

In this phase of your content marketing strategy,  it’s time to take action.

This is where you start pumping out content,  planning your calendar, and staying consistent.

Once again you need to know your audience and what type of content works best with them.

You could choose to create plain text posts,  videos, or graphics.

A pro tip here is to make sure your content builds a strong personal relationship with your audience.

Most personal brands tend to get a lot more engagement than business pages.

This is because people love to relate with people,  and the more human elements you add to your brand, the more likely you will be to nurture your audience better and convert them to sales.

Also, remember to keep learning algorithms and optimizing your content to suit the platform.

This way you highly maximize the potential of each content piece.

4. Align your content with your sales efforts

Now your content is in the world and is reaching your ideal clients,  but the journey doesn’t end there.

What was the essence of this whole marketing strategy?

To make sales right?

Therefore you need to be able to align your marketing efforts to actually move the needle for your business.

Posting on social media and on your content platform doesn’t directly make you money unless you plan out a clear sales process.

Many potential clients get lost in the whole noise of your marketing and that’s money being left on the table.

I need you to take a moment and think for a second

  • When your potential clients discover your content and Brand,  what’s the next step for them?
  • Do you have a call to action in your bio that prompts them to work with you?
  • Or maybe a link to have them join your email list?

The key here is to make the next step of your sales process super clear.

If there isn’t any next step, you could get some followers here and there,  but your sales won’t be as impressive.

The process of defining the sales journey for your potential clients is called Funnel building.

Funnels are an illustration of the entire sales process a new lead has to go through to become a paying client for your business.

No one magically pops out their credit card to buy random programs online.

What happens most of the time is, they first grow to know, like, and trust the brand well enough before deciding on whether or not making the investment is a good decision.

The whole point of your funnel is to take your leads through this sales journey seamlessly and maximize the chances of them becoming clients by building a strong relationship with them.

Without a funnel, you would have had to nurture each lead one by one, and that immediately puts a cap on how much you’ll be able to make.

Remember, you only have 24 hours in a day, you need to use it wisely.

So in a nutshell, your funnel helps you run your business on autopilot.

You only need to focus on driving the traffic with content marketing for coaches while your funnel becomes the machine that brings in sales on the backend.

Just imagine waking up to stripe notifications without having to actually convince potential clients to buy,  that’s the power of a funnel.

If this is your first time hearing about a funnel,  we have an introductory guide that shows exactly how you could build one for your business.

So read this post to learn how to build a coaching sales funnel that runs your business on autopilot.

And if you want to take your business to the next level and close as many leads as possible,  then you should definitely learn from the best of the best.

Russell Branson is a 7-figure funnel builder that has made millions of Dollars for himself and other business owners using the power of funnels.

If you really want to take your funnel marketing to the next level, where you’re making six figures almost hands-off,  then you should definitely check out his free masterclass.

5. Create your content repurposing plan

This step of your content marketing strategy is a bonus tip.

Most people think they have to constantly crank out new content pieces to stay relevant,  but that’s not so true.

While you need to keep giving unique value to your audience,  it is not wrong to reshare your content and have it serve its purpose over again.

If you have a content piece that performed well months past,  chances are, you have new followers who might not have benefited from that value.

Moreso,  only a small percentage of your overall audience will only ever see your content piece more than once.

So don’t be afraid to dig up your best-performing content and reshare it.

You could also try to narrow down what’s already working for you and focus on doing more of that.

So if text posts are working better for you than videos,  focus on producing more text content to increase your reach.

The key is to start posting,  get the initial results,  measure them, and make adjustments.

If you need a more in-depth guide on how to market on social media, you can read this easy guide on social media marketing for coaches.


Content marketing for coaches is a progressive strategy.

To be successful at it,  you will need to keep tweaking and testing out what works best.

Content Marketing is one of the most effective ways to get clients for your coaching business and no coach should sleep on content.

It’s free and very powerful, so there’s no excuse.

And if you are ready to take your content marketing to the next level, I have just the kit for you.

Our 365-day coach’s content collection will help you take your content creation game from 0-100.

With over 1000 content ideas, scripts, and templates, you will help an entire content library that helps you create viral content and make sales on social media, year after year.

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