7 Effective Content Promotion Strategies for Coaches

Coaches gather a wealth of knowledge through client interactions, education, and reading books and trending content throughout their careers. Over time, they become subject-matter authorities and can write texts that give others the tools to succeed. 

And sharing useful content is a savvy marketing strategy. For example, publishing a blog post on stress relief could help potential clients feel calm and productive. An email newsletter on overcoming imposter syndrome could inspire someone to seek motivational coaching services.

These and other effective content promotion strategies for coaches form part of a robust marketing plan. Here’s how you can start reaching wider audiences with excellent content. 

What is a content promotion strategy?

Content promotion involves writing and publishing blog posts and articles as well as advertising them through organic and paid mediums. 

As a coach, create content that helps prospective clients understand the coaching industry. Write blogs on challenging topics such as intuitive life coaching and how to manage poor performance to break down difficult-to-understand subjects and establish yourself as a wellness authority.

While paid ads or social media calls-to-action (CTAs) help attract new clients, content adds value. The reader gains knowledge and better understands your work. Plus, viewers can stumble upon this content online organically, driving traffic to your site. Some of these viewers may turn into leads for your business.

4 types of promotion

We receive content through many different mediums daily: social media, the web, and print sources. There’s valuable information in our email inboxes, Instagram stories, and beyond. This means that anyone wanting to launch a content strategy has options. Here are the four primary types of promotion: 

1. Personal selling: This model involves one-on-one interaction, meaning any content you provide a potential client about your practice falls into this category. 
2. Public relations (PR): Here’s where your email blasts come in. Any official information a company shares via outreach, like an email or social media campaign, counts as PR. 
3. Advertising: When you pay to promote your content, it falls under advertising. 
4. Sales promotion: When you offer a promotion, such as a discount for a limited time, it falls into a sales strategy.   

7 examples of promotional strategies

Coaches have options for both promotion types and strategies. Here are seven promotion plans content marketers can use to get started. Remember, the most important factor in these strategies is making high-quality content –– excellent, relevant content should flow naturally and not sound “sales-y.” 

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1. Create evergreen content: Evergreen content is information that never goes out of style and date. For instance, a business coach could write on how to plan a start-up that would be relevant for many years or create a podcast episode around consistently useful money-saving tips. Professionals creating this content for their websites or social media platforms drive organic traffic to these spaces from anyone looking to read or listen to information on this topic.
2. Share on social media: Social media platforms provide many options for content promoters –– you can run paid ads or more grassroot promotions with valuable coaching information. For example, make infographics around a topic that comes up frequently with clients, and pay to promote these posts.  
3. Try video content: Video content, whether short-form (i.e., TikTok) or long-form (i.e., YouTube), is an excellent place for coaches to speak on topics relevant to their practice in Ted Talk-style clips or conversations with other industry professionals. Videos perform exceptionally well on social media, with apps such as Instagram even prioritizing them in people’s feeds. 
4. Use SEO tools: Boost your content online, from blog posts to videos, by peppering texts or captions with search engine-optimized (SEO) terms. Learn which keywords track well in browser searches using metrics from third-party apps, such as Google Analytics.
5. Use email marketing: Take a multichannel approach to your content marketing strategy, using the web, social media, and email. Generate a monthly newsletter for your email list containing high-quality information that complements your work in the body message. Remember to add links to longer pieces on your site or a CTA, inviting readers to learn more on your webpage.  
6. Reach out to colleagues or influencers: Give your content a boost by asking peers, friends, and influencers to promote it for you. Friends and peers may be willing to give you a hand for free, while you’ll likely need to pre-pay influencers or provide them with a kickback from sales they generate. You can also have others create content for you, such as a guest post on your blog. This content creation tactic is savvy because people who read the article by this guest writer elsewhere will come to your webpage or social media accounts to read it, bringing a new audience into your spaces. Whether you work with paid influencers or colleagues, be sure they have the right target audience — your core demographic.
7. Consider paid browser ads: If you already write excellent blog content, why not boost your website’s traction in browser results and have your page float to the top of searches? You can place an advertisement linking to your content at the top of related searches through promotion tools, such as Google Ad words, which runs on the pay-per-click (PPC) model. Set your minimum bid (budget) for any ad, and so long as Google decides your PPC is less than the bid, you’re good to get started. You can also set daily spending limits to stay within your budget.  

Want to learn more? 

Juggling between coaching and entrepreneurship is challenging. And sharpening your digital marketing skills is just one aspect of running a functional practice. At Practice, we’ve created resources to help. 

On Practice’s blog, learn how to run a better business with a strong marketing strategy, including social media and SEO angles. Leverage your professional network and invest in insurance to keep your business safe. 

Plus, our customer relationship management (CRM) tool can help you stay organized and generate trust among your clients. Securely send and receive messages, and take payments and bookings seamlessly. Try it today.