The power of writing incredible fitness content for your personal training business goes far beyond the single long-form blog article you post to your website. Within every blog post, is a video or podcast. There are hidden gems and dozens of opportunities to create fresh new fitness content.
Even reposting older content which has worked particularly well, with updated elements can keep you front and centre of everyone's mind (and on the front page of Google!). But once you have that long-form piece of "pillar content", how else could you make it work for you?
What is Satellite Content?
The main piece of content, the one you'll repurpose, will usually be a long-form blog post. This will be the pillar content that you base all the other pieces of smaller, satellite content off.
The goal of content repurposing is to get as much as possible out of each piece of writing you do so that it is in as many different formats as possible and appeals to a wide range of people that like to consume their content in various mediums.
The goal of content repurposing is to get as much as possible out of each piece of writing you do so that it is in as many different formats as possible and appeals to a wide range of people that like to consume their content in various mediums.
Satellite content allows you to reach new audiences that might not otherwise have found your website and read your original article.
The repetition of keystone principles in your personal training business is a great way to reinforce your message and increase the level of exposure your audience has to that idea. The "Rule of Seven" in marketing suggests that people need to be exposed to a concept at least seven times before they buy from you to overcome objections.
Repurposing content into different formats can give you a significant boost in organic traffic so in this article we delve int 6 ways you can repurpose your old content.
#1. Blogs Into Podcasts
Podcasts are free to make and free to consume. Since they are a spoken word medium, it can be an excellent opportunity to take a topic which is complex or dry and explain it in a clear and engaging way.
Podcasts allow you to demonstrate your personality and your authority - both necessary elements in building a successful personal training business.
The biggest benefit of podcasts is that they can be listened to while on the go. This means your clients can consume that content while running, driving or any other activities for which written content wouldn't be suitable.
Podcasts allow you to demonstrate your personality and your authority - both necessary elements in building a successful personal training business.
The biggest benefit of podcasts is that they can be listened to while on the go. This means your clients can consume that content while running, driving or any other activities for which written content wouldn't be suitable.
#2. Client Progress Update Data Into Stories and Case Studies
When your clients check in with measurements, scale weight, non-scale victories, photos, they are all opportunities to talk about that client's success. You could do this via email, on social media or even on your personal trainer website's Success Stories section or in a blog article.
These case studies provide you with some social proof for people who don't yet work with you that you've already helped people who are just like them to solve a problem which is just like theirs - and that gives you credibility. It also provides an opportunity to shout out your hard-working clients and make them feel recognised and valued. You'll need to ask for their consent first of course, but who wouldn't want their success broadcasted?
#3. Blog Content Into Video
Once you have a well researched, well written, adequately structured article, you can make video content from it. This could be as simple as you recording a video on your phone and uploading it to social media, and YouTube. If you're less comfortable being in front of the camera, a loom video in which you talk over slides could be a good alternative.
According to the latest State of Marketing Report by Wyzowl, 92% of marketers who use video in their strategy say that video plays an integral part in their marketing strategy. That's the highest percentage in the history of his report.
According to the latest State of Marketing Report by Wyzowl, 92% of marketers who use video in their strategy say that video plays an integral part in their marketing strategy. That's the highest percentage in the history of his report.
According to a Cisco forecast, by 2022, online videos will make up more than 82% of ALL consumer traffic. In other words, soon enough, most of your prospective clients will consume content via video. There is no better time than NOW to start creating video content if you haven't started it yet.
#4. Content Into an eBook
This one is a very valuable piece of content because your audience will give you their email address in exchange for the information. Ebooks can be distributed on your website or landing page to gather their email address (which then goes into your automated software so you can nurture them as a lead).
The content in the ebook should be highly actionable, "no fluff" content that solves a problem. People expect their ebooks to be professionally produced.
#5. Testimonials Used as Social Proof
You will almost certainly be asking your clients for testimonials regularly. After they've worked with you a month or so, sending them a form requesting them to record a short video or to write you a brief review is expected. You could take a screenshot of that review and share it on social media - Instagram is great for this - as a piece of content that you can expand upon.
#6. Updating Older Blogs with New Information
You may notice your writing style change as you become more experienced. You may realise that you'll be more efficient at research, or just better at explaining the concepts as you develop. Updating older blogs with new content can save you a lot of time, as you don't have to write entirely new information from scratch.
Don't get me wrong. An excellent evergreen article is a great tool you can keep promoting for long days to come. However, fitness and nutrition are researched continuously, and as new data comes to light, you may want to reconsider your stance in a few areas.
That's when you can update an old blog and then promote it highlighting the importance of staying on top of research and being willing to adapt when needed. This shows your audience that you're competent and ready to keep learning and developing.
Don't get me wrong. An excellent evergreen article is a great tool you can keep promoting for long days to come. However, fitness and nutrition are researched continuously, and as new data comes to light, you may want to reconsider your stance in a few areas.
That's when you can update an old blog and then promote it highlighting the importance of staying on top of research and being willing to adapt when needed. This shows your audience that you're competent and ready to keep learning and developing.
How to Promote Your Content To More People
Your content won't work for you unless your ideal clients see them. Understanding how you can get more eyes on what you have to say is imperative to a successful content marketing strategy. The best way to do just that with your repurposed content is to use the channels you repurposed the content for.
Add videos to blog
If you turned your blog into a video, add that video to your blog to increase the engagement of that blog and appeal to those who prefer to watch than read.
Invite an expert
If you turned a blog into a podcast, find an industry expert to come and talk to you about the topic. Get more insights and an alternative perspective. This will be for your audience but the person you invite will likely share the podcast with their audience.
Add the link to your email signature
The links to the content you've published that week could go out in your weekly email to your list to drive traffic to the best resources of that week. One blog article, a thread in your Facebook group, or a link to your newest YouTube or podcast episode could all be a brilliant way to sign off your email. And show your audience that you're working to bring them the most useful content possible.
Guest appearances
You could appear as a guest writer on someone else's blog, or a contributor to someone else's podcast if there's a topic that you're already an expert in. This helps the owner of that blog or channel to generate content from another expert and takes some pressure off them in terms of continually producing new information. It also gives you a chance to connect with a new audience and build a relationship with people you wouldn't otherwise access.
Add videos to blog
If you turned your blog into a video, add that video to your blog to increase the engagement of that blog and appeal to those who prefer to watch than read.
Invite an expert
If you turned a blog into a podcast, find an industry expert to come and talk to you about the topic. Get more insights and an alternative perspective. This will be for your audience but the person you invite will likely share the podcast with their audience.
Add the link to your email signature
The links to the content you've published that week could go out in your weekly email to your list to drive traffic to the best resources of that week. One blog article, a thread in your Facebook group, or a link to your newest YouTube or podcast episode could all be a brilliant way to sign off your email. And show your audience that you're working to bring them the most useful content possible.
Guest appearances
You could appear as a guest writer on someone else's blog, or a contributor to someone else's podcast if there's a topic that you're already an expert in. This helps the owner of that blog or channel to generate content from another expert and takes some pressure off them in terms of continually producing new information. It also gives you a chance to connect with a new audience and build a relationship with people you wouldn't otherwise access.
Wrapping Up
One of the biggest problems personal trainers have is that need to produce new content is relentless. With your personal trainer website, Facebook, Instagram and email list considered to be the bare minimum in the industry, it can sometimes feel overwhelming to keep up with the posting schedule.
Hopefully, these ideas have shown you that you don't need to generate brand new content daily, and you can do a lot with the material that you already have.
Hopefully, these ideas have shown you that you don't need to generate brand new content daily, and you can do a lot with the material that you already have.
