From Content to Clients

Is one of your goals to have a steady stream of new prospects for your studio or training business? I want to share a little secret with you — you’re not alone! And, another secret, my passion is to help you with exactly that!

Old School Line up of Group X Clients

What is content?

According to wikipedia, content is defined as:

Web content is the textual, visual or auralcontent that is encountered as part of the user experience on websites. It may include, among other things: text, images, sounds, videos and animations.

So, in essence, every tweet, post, update, blog post, comment, video, sound byte that is online is simply content.

Your content needs to serve a purpose — you want to compel your audience to connect with you and your business, often before they even meet you!

Where does content come from?

I’ve heard it before — You want people to pay attention to you but you don’t want to come across as only in the act of self-promotion — right?

The key to alleviating this issue is to mix up the content you share. There are multiple places that your content resides, let’s talk about both your blog as well as social media.

Blog

  • 20% commentary on other people’s content
  • 80% your own material

Facebook/Twitter/Google+/Pinterest

  • 80% sharing other people’s content
  • 20% your own material

Youtube/LinkedIn

  • 80% your own content
  • 20% opinion on other people’s content

So, now you’re probably thinking “Great Jaime, so now I need to create a ton of fresh new content, where do I start?”

Well, I’m glad you asked! You start by joining my webinar this Wednesday, September 17 at 10am Pacific/1pm Eastern (click the image to sign up!)

Update: The webinar on September 17th was a huge success — I will be running it again on October 2nd and twice a month for the foreseeable future, so click on the image to sign up!

Webinar Signup

In this webinar, I will be helping you to figure out exactly what content you should be creating and what content you should be seeking from other experts in the industry for your own positioning. We will be breaking down mental barriers and self-limiting thoughts (like not having enough time!) in order to help you put the most amazing content online!

One of my favorite things about webinars is that even though we’re not in the same room, same citiy or even the same timezone, we can still communicate in real time. I will be active in the chat before and during the webinar so that we can truly address your needs.

The link between clients and content

Just because you put out some great articles or commentary doesn’t immediately mean a line outside your door, but what it does mean is that you’ll have a greater chance for your philosophy, style, methods and attitude to be seen by more ideal clients.

In order to attract clients, your content needs to be driven by your own passion and fueled by your client’s desires. (It just doesn’t make sense to talk about lifting heavy when you don’t this technique with your clients and they cannot relate to that style of fitness.)

When I was growing my training business, I used my blog as a platform for highlighting things that my clients could start doing on their own, making them feel comfortable with me as a partner in their forthcoming fitness successes. I would use my platform as a source of inspiration and education as well as a beam of positive energy to help them start or stay on course. This same philosophy would straddle over to my Facebook page and our private Facebook groups. My clients learned to trust that I was going to take care of them, push them as hard as they needed without getting them into a dangerous or inadvisable regimen.

Your content should reflect everything that gets you up in the morning and everything that makes your heart swell with pride. Grab a piece of paper right now and write out at least 10 things that lift you up and keep you going… this is a start to your content.

Join me on the webinar and we’ll put together an action-plan for your content creation strategy!

  • Great post, and yes, content is so important to master, and is an ongoing process! Great 80/20 guidelines that are easy to follow and remember!

  • Jaime this article is uber useful, easy to remember and implement ideas. And the webinar to help us through is fab. See you there!

    • Looking forward to having you on the webinar on Wednesday Elaine!

  • Content to clients…so true! This will be a great way to learn about how to fully leverage getting clients by producing the right type of content for them learning from Jaime.

    • Thanks Dean! Content with purpose = more ideal prospective clients!

  • Curious, how did you come to the 80/20 rule for the content? I’ve heard a few theories and I go back and forth, so wondering what your reasoning is. Would love to hear!! I’m redoing my social media plan, so I’d love any input from you!! Either way, great post. Looking forward to the webinar.

    • Hi Sandy – I came up with it after reading and listening to a lot of advice that says to always find an 80-20 ratio. So, I’ve been testing it out and seems to be manageable for my clients, so that’s what I suggest 🙂

  • Great post with some interesting guidelines. Creating content is so key for businesses and yet can feel so overwhelming sometimes – until it becomes a habit! Looking forward to your webinar event!

    • Thanks Maritza! It’s so daunting tackling all the content needs that everyone says you “should” put out there… hopefully the ratios will help lessen the overwhelm!

  • “Just because you put out some great articles or commentary doesn’t immediately mean a line outside your door”… wouldn’t it me nice if that’s all we had to do? Thanks for the great article Jaime!