Wondering what the fuss is about blogging? There are now over 2.5 billion blog posts posted a year. It seems everyone and their dog is blogging these days. But is it really necessary for health coaches?
The short answer is yes, unless you have money to burn using other people’s platforms to market your business. But even then, Demand Metric research found that content marketing resulted in three times more leads than traditional marketing did.
Given you can pay large sums with no guarantee of success with advertising, organic traffic definitely seems the way to go. But what are content marketing and organic traffic? How does health coach blogging contribute to them? And how can it be made less arduous when you have other things in your health coaching business to get on with?
What will a blog do for your business, and how can you get the maximum return for minimum effort?
A blog’s primary purpose is to drive traffic to your website. According to Tech Client, a website blog increases your site’s chances of ranking higher on search engines by over 400%. And that means it’s four times easier for people to find you.
Searching for a “health coach near me” could bring up thousands of results. But the content of your blog articles is an opportunity to work your site up this list and directly answer queries from your target audience. This is achieved by a process called Search Engine Optimisation (SEO). The traffic generated by SEO is referred to as “organic” traffic, as opposed to “paid” traffic from paid advertising on platforms such as Google or Facebook.
But writing articles takes time, and to be honest you don’t have to ‘blog’ from scratch all the time. Many health coaches don’t realise that repurposing content can produce the same, if not better, results. The following are some ways you can repurpose your content to increase your website traffic:
#1 Put a fresh spin on evergreen content
Go back to your old blog posts and find ones that are still relevant. I call this kind of content evergreen. Put a fresh spin on the information with current examples, new information, and updated references.
Ensure you have optimised the SEO component of the content. Popular keywords and phrases change over time. Make sure you include the ones your target audience are searching on by using tools like Google Keyword Planner or SEMRush.
Top Tip: Look for your most popular posts – the ones that have the most likes, comments, and questions.
#2 Convert content from other media and channels into blog posts
If you have videos or webinars, convert the content to blog posts. Interviews with experts can be repurposed as “tips” articles. Turn longer content into series and training videos into guides.
Screengrab images and insert links to the original content in your post. Posts with links and graphics score higher for SEO.
Top Tip: Use online speech-to-text services like rev.com to transcribe videos to save you a bunch of time, and don’t forget to embed the video from YouTube or social media to get views on your original content too.
#3 Collate and answer client questions in a new article
Take a popular topic from prior social media or blog posts. Use it to create a new blog post addressing the questions and comments it raised. You can also do this from frequently asked questions you get from clients and turn this into a downloadable PDF with a lot of value!
#4 Convert data into case studies
You probably have a wealth of client metrics on hand. Use your data to create case study articles. The best case study blogs:
- Are easy to read
- Have subjects that your target audience can identify with
- Have a clear objective and outcome
- Tell the story from start to finish
- Present data in interesting ways
Top Tip: Ask your clients for permission first to include photos, and for comments that you can quote.
#5 Split long-form content into smaller articles and vice versa
Your readers may not always have time to read long-form articles. Divide extensive posts into multiple shorter articles. Use bullet points, clickable menus, and bold font for key phrases for easy consumption.
Similarly, if you have multiple short articles dealing with different aspects of the same topic, pull them together in a comprehensive article. Search engine algorithms are favouring content with 1,500 words or more!
#6 Rewrite articles from a different point of view
Review your old content and consider articles that you wrote with a particular audience member in mind. Has your audience changed or increased to include people who may still benefit from the information? If so, re-write the post with them in mind. How can tips be applied to different lifestyles?
Can situations or subjects be rewritten to make them more identifiable? Sometimes you can create a blog post that is specifically aimed at a new industry and it relates to a new audience and converts more than the original post (speaking from experience!)
Overall, yes blogging has a huge benefit and is worth your time as a health coach. Repurposing content for your website blog can save you time and help you reach new audiences. Focus on evergreen content that gets maximum engagement.
If you need a hand with presenting your blogs on your website or integrating them for the best engagement, drop me a message and I’ll see how I can help!