Content marketing is a marketing strategy that revolves around the creation, publishing, sharing and promotion of content to a target audience – your ideal students – so that you can bring new students into your yoga business and nurture the ones you’ve got. That’s just one of the reasons why you need content for your yoga business.
People love content! Not only that but people prefer to do business with brands that create content.
80% of people prefer a series of blog posts versus an ad
70% of people agree that content marketing makes them feel closer to a product or brand
60% say content helps them make better buying decisions
So what does all this mean and why do you need content for your yoga business?
Quite simple: If you don’t have an effective content marketing strategy in place, you are likely missing out on a lot. And you may be losing a lot of ideal students in the process.
Before you dive in and create your content, you should think about your goals. You should also consider your audience and any existing content that you might already have.
One of the most important aspects of content creation is to determine the goals that you’re trying to achieve through your efforts.
There is essentially five key [important] reasons why you need content in your yoga business. You can also see these as goals that you can achieve through content marketing.
1. To develop awareness of your yoga brand
This is content that is simply there to create awareness, trust and to help you stand out.
It could be a weekly podcast or your blog that covers topics that are of interest to your ideal students. You could create weekly videos or YouTube and social media content to increase your brand awareness.
2. To boost traffic to your website
This is content that specifically links back to a page on your website.
Sharing the link of your blog posts on Facebook so that users can link through to the article will boost traffic to your website. It is also great for organic SEO and helping your content to appear in search results. You might post on Instagram and add “link in bio” in the caption and then add the link to the blog post.
If you create guest blog posts for someone else’s website, this should have a link back to your own. That way readers can find out more about the guest writer.
3. To generate “leads”
These “leads” are ideal students that sign up for your free promotional content such as opt-in freebies, webinars, challenges and competitions. And the great thing about this type of content is that it only attracts your ideal students. They are those people that resonate with what you’re sharing and they are the only people you want on your email list!
This is where you should spend most of your time. Because this content pushes your ideal students into your marketing funnel and on to your email list. That is how you can start to nurture this relationship.
You want this content to be so valuable that your subscribers think “wow if her freebie is this good, her paid programme must be incredible!”
4. Converting “leads” into students
This goal relies heavily on the quality of your content creation. It relies on the continued efforts to turn those ideal students that are on your email list into paying students.
This content is all about positioning you as an expert and building your credibility. So it might include case studies and testimonials and free trials to your paid programme if you have one.
5. Improving student retention and “customer lifecycle value”
Once you have gained a student, your content creation doesn’t end there. You want to continue to add value to your student so that they continue to practice with you.
Your goal is to increase the amount of time that a student stays with you so that the value of that relationship also increases.
It is much more expensive to acquire new students then keeping the ones you have. So thinking about how you can make your existing students feel really special with VIP content is really important.
To develop a successful plan, you need to clearly define your content’s target ideal students. Think about the types of people who would like to consume your content.
Marketing doesn’t work very well if you attempt to target several different audiences. Instead, you need to identify exactly who you’re targeting and then find out the best place to present your content.
By knowing who you’re trying to attract to your yoga business, you can produce more relevant and valuable content that they’ll want to read.
There are three main reasons for defining your ideal student:
1. To ensure you’re creating the right content for the right people (you’re not wasting your time!)
2. To better understand how to create content that connects to your ideal student’s needs. Again, you’re not wasting time creating something they don’t want!
3. To increase the number of ideal students (leads) booking your classes, workshops and retreats (thanks to 1 and 2 above)
Essentially you want to know who your ideal students are so that you can create content they want and need. This not only offers real value to them but also ensures that you are only attracting ideal students to your yoga business. And onto your email list too.
If you’re not sure how to define your ideal student, you should take a look at your regular students. Who are they and what are their characteristics? If you’re not sure, ask them!
Talk to your regular students at the end of class, ask them questions and get to know them better! These are the people that come week in, week out. You should understand why they do this and what they like about your class and style of teaching.
Having a good idea of age, gender, what type of jobs they do can be really valuable information.
If you can get to know their personality, attitudes, values, hobbies and lifestyle, you’ll start to create what is known as a persona. The easiest way to do this is by taking a look at the social media behaviour of your regular students. What do they share, tweet, pin and like?
Then go on to take a look at the content you already have will help to answer these questions:
- Does your content meet the needs of your ideal student?
- Does any of your content need updating or re-editing to improve quality?
- What content do you need to create to meet the needs of your ideal students? e.g. to offer solutions to their problems and challenges.
- Do you need to consolidate content to remove overlapping topics?
- Does any of the content need to be removed?