3 Types of Innovative Content That Can Grow Your Fitness Brand
When you think fitness, you’re probably not thinking of your computer. After all, taking care of your body means being outdoors, being on your feet, or being active, right?
That may be the lifestyle your fitness brand wants to portray for your customers, but for the 23 hours in a day when they aren’t working out, they’re spending a lot of time (and a lot of clicks) engaging with fitness content through social media and fitness brand websites.
Top brands like Nike, Equinox, and Crossfit all know understand one key truth: An active, vibrant online presence builds community among customers while driving results that will keep the folks in the boardroom happy, too.
Here’s a look at three ways wildly successful fitness brands are using content marketing to connect with their customers and create a lifestyle around their brands:
Social media drives engagement
Social media is a powerhouse source of engagement and outreach for fitness brands. Millions of followers engage with Tweets from Nike and Equinox every day, using the brand as a jumping-off point for health and fitness topics, inspiration and motivation, and more.
However, social media is not a one-size fits all solution for fitness brands. If your current strategy is to sign up for every platform and to cross-post the same content to each one, you’re not going to see the best results. Instead, every fitness brand needs to evaluate its audience to find out what kind of content its prospective consumers like to consume on each of those platforms. The content your audience engages with on Twitter, for example, might be different than what they engage with on Facebook.
The more you know about your customers, the better job you can do of providing a steady stream of valuable social media content, at the right time, in the right place.
Blog posts dig deeper
Stepping into longer, well-written blog posts allows you to engage readers in fun and compelling ways that build brand awareness, attract potential customers, and demonstrate both expertise and a commitment to customer service. Engaging, on-topic content persuades readers to become a part of the community and to buy into what your brand is selling: a more fit, more focused, and more powerful body.
Look at Nerd Fitness, with more than 50,000 subscribers. Their blog topics include real-life fitness transformations (using before-and-after pictures and interviews with regular readers), information on special diets, and plenty of how-to guides. One post, for example, shows how to do a proper pull-up. If you’re someone who struggles with pull-ups, you can’t resist clicking, hoping to find a secret trick to get your chin over the bar.
One thing is clear: Each successful fitness brand is creating content that highlights its particular niche and demonstrates its unique expertise. Over time, this commitment to specialization will help your brand stand out in an overcrowded industry.
Dig even deeper with an e-book
There are a lot of opinions on the “ideal” length of a blog post. But, if you can’t do your topic justice in fewer than 2,000 words (and most blog posts should be a lot shorter than that), you really need an e-book, instead. For example, if you want to offer an in-depth explanation of the research that went into your newest supplement, that belongs in an e-book. So would something like “Your Marathon Survival Kit.” That e-book could have sections on everything from choosing shoes to packing energy bars to products that help long-distance runners avoid chafing. In a nutshell, if you find yourself leaving information out because your post is getting too long, turn it into an e-book.
Your target audience has an insatiable appetite for health and fitness information. After all, few other products or services cover such a personal and lifelong goal as achieving your best health. It’s up to your brand to craft relevant, engaging content for your audience — or to hire someone to do it for you. The professionals at Prose Media write that kind of content every day, and we’re happy to help out. Sign up for free, no-obligation access to our platform. We would love to see what you have in mind.