Have you been hearing about content marketing and wondered what that means exactly? Content marketing is an important part of any business marketing strategy, including your yoga business whether you are marketing yourself as a yoga teacher or as a yoga studio. Let’s dig in a bit further and explore how you can begin to build your own yoga content marketing strategy.
What is content marketing?
First, what is content marketing? Content marketing is a form of marketing that involves creating and publishing content for a target audience. While this can be applied to traditional marketing such as printed flyers or advertising, content marketing generally refers to digital marketing content and distribution such as social media, websites, or blogs.
As you may have guessed already, types of content and publication methods can vary depending on your audience and marketing channels. They can be anything from how-to guides, infographics, FAQs, podcasts, polls, surveys, quotes, live videos, photos, and the list goes on. The endless list of possibilities is all the more reason why it’s important to spend time on creating a content marketing strategy.
Do I really need a yoga content marketing strategy?
If you already use social media and have a website to market your yoga classes, you might wonder why it matters to have a content marketing strategy for your yoga business. While having an Instagram account is a great start, you might not see a lot of engagement or follower gains if you post on a whim and without a clear purpose of what you’re hoping to gain through an Instagram Business account. A thoughtful content marketing strategy will increase your chances of connecting with new yoga students and help you achieve your goals whether that is getting more students to attend to your yoga classes, purchase your yoga instruction videos, or read your blog.
How do I start a content strategy to market my yoga classes?
Now that you are convinced that a content strategy can help you become a successful yoga teacher or run a thriving yoga studio, let’s take a look at how to get started:
Define your goal
As with any tactic in your yoga marketing strategy, it’s always a good idea to begin by defining your goals as a yoga teacher or yoga studio owner. In this case, what do you want to achieve with your content? Whether you want to figure out how to book more private yoga classes or add subscribers to your yoga newsletter list, your goal will ground you as you keep building your content strategy.
Get to know your audience
Now that you have set a content marketing goal, you will need to learn about your target audience. Think about where they get their information online – are they scrolling on Instagram or checking their email while watching TV? Where do they live and what challenges might prevent them from taking a yoga class with you? What might be their goals for practicing yoga? All of this information can be captured in a persona, a tool commonly used by sales and marketing professionals. You can gather information in a number of ways such as surveys, polls, interviews, and online research.
What, where, and when will you publish your content
Once you set your goal and understand the yoga students you want to attract, now it’s time to create and publish your content! Based on what you learned about your ideal client or student, you can develop an appropriate offering such as a free online class, webinar, or PDF how-to guide. There are many ways to deliver content to your potential yoga students so this is also the time to consider the best way to reach them. Remember when you created your yoga student personas? Where did you think they would get their information from? If you determine they are likely to be on Instagram, then begin to create a calendar for your posts. Think about how you can leverage your yoga website and get your content in front of potential yoga students. You could write a blog post, create a pop-up, or offer it as a lead magnet.
Analyze your content
As you might have gathered, content marketing takes time to understand so the biggest piece of advice we can give is to simply start somewhere! You might publish a piece of content that falls flat and that is fine. Learning what works is as important as finding out what doesn’t work. Making mistakes can be really helpful in refining your strategy so don’t be afraid of trying something new and outside of your comfort zone.
Good luck and have fun with your new yoga content marketing strategy! If you could use a new system that helps tie together all of your content, consider checking out OfferingTree! Schedule a demo here and bring your questions.