26 | CLIENT CASE STUDY: How My Client Went From Struggling Coach to Booked Out by Refining Her Content Strategy
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How My Client Went From Struggling Coach to Fully Booked by Refining Her Content Strategy
When this client first came to me, she was a struggling health coach with barely any clients and a serious case of content overwhelm. Her passion for helping others was clear, but the content strategy she had in place wasn't getting her the clients she needed.
After she hired me, we worked together to create a content strategy that played to her strengths, and one that would allow her to spend less time creating content that generated even better results.
Now, she’s one of the most in-demand health coaches in the online space and has managed to completely book out her 1:1 services. Tune in to find out how all that was possible!
IN THIS EPISODE, WE TALK ABOUT:
How to create a content strategy based on your strengths
How to spend less time creating content that generates better results
The easiest way to get more eyeballs on your content
LINKS & RESOURCES MENTIONED:
The content problems my client was facing before working with me.
When this client came to me a little over a year ago, she was using 3 content platforms to market her business: Instagram, email and her blog. However, she wasn’t necessarily using them well.
She was writing blog posts every two weeks, posting to Instagram a couple times a week and then emailing her list whenever she remembered, which wasn’t a lot at all.
When she came to me, she was at a loss for what to do with her content creation process. She was overwhelmed, she felt like she was spending 90% of her time creating content, but the content she was creating just wasn’t generating the results she wanted.
This client is a health coach, and at the time, she had one coaching client. She also had an online course that she’d managed to get a few students to sign up to, but not as many as she would have liked.
So, she hired me for a month of Voxer support and she wanted to find a way to create a content strategy that wouldn’t leave her feeling deflated, overworked and exhausted. She wanted to create a strategy that would allow her to spend less time creating content but generate better results than what she’d been getting up until then.
UNCOVERING HER CONTENT GOALS & HER IDEAL CONTENT STRATEGY
I started off by really digging deep into her goals and what she actually wanted to get from her content, and we determined that she wanted to be more visible. She wanted to establish herself as the go-to authority so that she could generate more leads and increase her sales.
Once we knew that, we could then start working on her content strategy. I started out by asking her what she enjoys about creating content, and what she didn’t enjoy so much.
She told me that she really enjoyed writing blog posts. She enjoyed sharing these stories and educating her audience… but every time she published a blog post she felt deflated because she wasn’t getting as many readers as she expected. The blog posts she was working so hard on only got a few readers each month, which made her feel like it was a massive waste of time and question whether she should even bother with her blog.
The same was true for her Instagram. She enjoyed being on there, engaging with her audience, but she felt like she was just a content machine having to create new content constantly because of the short shelf life that social media content has.
And then when it came to her email list, she noticed that her subscribers weren’t very engaged at all and she was getting a lot of unsubscribes whenever she sent out an email, which made her shy away from sending emails even more.
To sum it up: She loved blogging, but she didn’t feel it was worth her time with the low views. She enjoyed Instagram, but felt like she was constantly having to churn out new content. And she wasn’t utilising her email list because she felt that her subscribers didn’t want to hear from her.
As she unloaded all of these feelings, there were a couple of things that stuck out to me.
She enjoyed creating blog content
The low reach she was experiencing was demotivating her.
When you’re creating a content strategy, it’s important to base it around your strengths. Everyone’s strengths are different, but for this particular client, her strength was blogging - despite the low reach she was experiencing.
It was clear to me that we needed to centre her content strategy around her blog and figure out a way to increase traffic to her blog. So I asked her how she was promoting her blog, and do you know what she said to me? She said that she had it linked in her Instagram bio and she would usually create an Instagram Story on the day the blog post went live to promote it. That was it. That was all she was doing to drive traffic to her blog.
Right there, that was the problem.
So with that information, we worked together to create a content marketing plan that would increase her visibility, without leading to burnout.
How we refined her content strategy to work for her, not against her.
There were 3 main changes we made to her content strategy that led to her being able to sell out her 1:1 coaching programme and create a consistent roll of students signing up to her online course.
1. WE CENTERED HER ENTIRE CONTENT STRATEGY AROUND HER BLOG
We mapped out a 3-month content plan focusing on her blog as her weekly core piece of content. Instead of publishing a blog post every two weeks, she would now be creating one blog post each week.
It might seem like a lot to go from two blog posts a month to four blog posts a month, but she wanted to accelerate her growth, and she knew that doubling down on her blog content would eventually pay off. So, she made the decision to commit to her blog each week.
Within each blog post she wrote, we also ensured that there was a clear purpose to it and that there was a clear call-to-action for her ideal client to follow so that there was always a next step for them to take whether that be to sign up to her email list, connect with her on Instagram, download her free lead magnet etc.
2. SHE REPURPOSED HER BLOG CONTENT FOR EMAIL & INSTAGRAM
Each week, she was only really creating one piece of unique content. From that one blog post she created each week, she would then repurpose it into 2 emails and 2-3 Instagram posts, creating 6 pieces of content from one idea!
She was literally taking the content she’d written for her blog and sending it to her email list and then breaking it up into multiple Instagram posts. This meant that she was no longer spending all her time thinking up and creating new Instagram content because she already had the content right there in front of her. All she had to do was optimise it a little for the platform and create some graphics, which didn’t take nearly as long as the way she’d been creating content before.
When it came to her email list, there were a few things we had to do before we started sending out regular weekly emails. Because her list was so unengaged and she’d barely been using it, we did 2 things:
We sent out a re-engagement sequence to her subscribers.
We set up a welcome sequence for anyone who signed up for her lead magnet.
Once we’d done that we started sending out regular emails to her list, which were repurposed from her weekly blog posts. The first email of the week would usually introduce the blog post and invite them to go to her website to read it, and the second one would be a section pulled from the blog post itself to educate her audience on the topic.
3. SHE USED PINTEREST TO DRIVE TRAFFIC TO HER BLOG
Repurposing her blog content to her email and Instagram was already starting to work and she was noticing more and more people coming over to her blog, but there were still plenty of ways that she wasn’t leveraging that would make a big difference.
There were a few different things we implemented, but the biggest one was Pinterest. With each blog post she published, she then created 5 or so pins and scheduled them out onto Pinterest.
It’s important to note that Pinterest is a slow-burn strategy. She didn’t see the results right away, but over the next few months, she started noticing more and more people coming to her blog through Pinterest. Even now, pins that she created a year ago are continuing to generate traffic for her blog, and because she’s intentional with how she writes her blog post, she’s able to get those people onto her emails and, again, because she now has a great email strategy and welcome sequence in place, she’s able to turn a lot of those leads into clients!
How she outsourced her content repurposing to free up even more time.
After around 6 months of going at it alone, she decided that she wanted to pass the content repurposing onto someone else so that she had even more time to focus on the big needle movers, and so that she could spend less time working. She would continue writing the blog posts, but she wanted someone else to do the work of turning those blog posts into Instagram posts, emails, pins and so on.
So, she hired me as her Content Repurposing Manager. Now, she spends one day at the beginning of each month batch writing her 4 blog posts for the month, she then sends me those blog posts and then she’s done. She doesn’t have to worry about content creation for another month because I do everything for her!
If YOU want to learn how to create a sustainable content repurposing workflow, I recorded a free lesson to help you do just that! Click here to learn how to create an omnipresent marketing strategy and create more from one piece of content.
Or, if you feel like you just don’t enjoy creating content and you want to focus on one part of it and outsource the rest, I currently have the capacity for new DFY Repurposing Clients. Click here to find out more about how my Repurposing Service works.
One thing to note is that this particular client really enjoyed blog posts and so she was happy to create those each week. Not everyone enjoys blog posts.You might prefer to podcast, or you might just like creating Instagram content but want them turned into a more sustainable form of content that’s going to live on longer and reach more people.
However you enjoy creating content, we can work around to make sure that you are creating a sustainable marketing strategy that actually reaches your ideal clients and continues to do so long after its creation!
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Hey! I’m Tish!
I'm a marketing mentor for ambitious entrepreneurs who want to create more time, freedom & profit in their online business, in a way that feels good to them!
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