You’ve likely been recommended at some point the idea of starting a blog. And I can guarantee you’re thinking, eurgh that sounds like more work is it worth it? As with all things marketing… the answer is…. it depends! (Annoying I know!) But let me explain. A blog is not just a medium to share your thoughts or the latest industry trends; it can be a really powerful tool to enhance your visibility on Google, establish authority on your niche specialisms, and connect meaningfully with your audience. If you’re gonna take the plunge and do a blog, here’s what I would recommend you do to ensure it’s most effective.

Why You Should Have a Blog

1. Boost Search Engine Optimisation (SEO)

Okay let’s start with an important one. Blogs are good for SEO. SEO is what helps you be found on Google by prospective customers. Why? Regularly updated websites rank higher in search engine results. A blog provides the perfect platform to consistently publish fresh content, which not only keeps your audience engaged but also boosts your visibility online through organic search by targeting keywords.

2. Establish Authority

By sharing your expertise in yoga, pilates, or whatever you sell, you position yourself as what we called in the corporate world “a thought leader” ha - known to us normal folk as an expert. Ultimately this builds trust with your audience, which is crucial for attracting and retaining clients.

3. Enhance Customer Engagement

Blogs provide a unique platform to connect with your clients on a more personal level. By addressing their common questions, sharing success stories, and providing valuable tips, you foster a community of loyal followers. Let’s give an example…. let’s imagine you offer hot yoga, if you’ve never been to a class before you might be feeling nervous and a blog on “What to bring with you to your first hot yoga class” could not only give you the confidence to make the purchase but ensure you have a less nerve wracking experience. And I will keep reminding you, joining a new yoga or fitness class can be scary!!

4. Marketing at Low Cost

Blogging is a cost-effective marketing tool. You’ve already paid for your website…. make the most you can out of it! Creating and publishing blog posts costs nothing but your time - which I’m absolutely not undervaluing but once you get in your flow you’ll find you can produce them more and more quickly. Compared to other marketing channels such as paid ads, flyers, PR, a blog can be a more sustainable strategy for long-term growth.

What to Write About

When planning content for your blog, consider what will provide the most value to your readers and what will resonate with their interests and needs. Here are some ideas:

1. Educational Content

Teach your readers about different styles of yoga and pilates, the benefits of mindfulness, or how to incorporate wellness into their daily routine. For example, posts like “The Benefits of Pilates for Over 50s” or “Beginner Yoga Poses for Stress Relief” not only educate but also solve specific problems for your audience.

2. Industry Insights

Share your thoughts on the latest wellness trends or new research findings related to yoga and pilates. This not only keeps your content fresh but also shows that you are up-to-date and informed, which can help build trust with your audience.

3. Personal Stories

Share your journey or success stories from your clients (with their permission). This personal touch can make your brand more relatable and inspiring to potential and current clients.

4. Guides and How-Tos

Posts that guide readers through certain processes, such as how to choose the right yoga mat, how to prepare for their first pilates class, or tips for maintaining a meditation practice, can be extremely valuable.

5. Guest Posts

Invite other experts in the field to write guest posts. This not only provides your readers with a fresh perspective but also helps you network and collaborate with other professionals.

How to Get Started

Create three columns on a sheet of paper or a doc/sheet.

Expertise

What are you an expert in, what do you love to talk about? What are the topics that give you meaning, spark joy and are the reason you do what you do?

Topical

Think about what’s topical at the moment. If you keep seeing articles in the news about joint health, and this is something you really care about this is a great example. Menopause health, sleep hygeine, long covid, hypermobility in the yoga world, more men getting into yoga in the UK, somatic yoga starting to become more popular, the lack of post-partum care for new mothers… there are so many topics you could tap into.

Customers

In your final column, talk about why people come to you. What do they want help with? What matters to them? What reservations or barriers do they have?

Once you have these three columns, start to imagine it as a venn diagram, what topics overlap all three, it’s something topical and relevant (1), it’s a pain point your customers have (2) and it’s a topic you are absolutely committed to (3).

This is your sweet spot.

Now plan some blog titles, make them simple, easy to understand:

An introduction to what Somatic Yoga is all about.

Advice for choosing the best yoga mat for a hot yoga practice

5 ways yoga can improve your health post menopause

3 easy yoga poses to do before bed to help you get to sleep

My first yoga class… where I started and where I am now ten years on

You get the idea…..

Plan these out and set yourself a realistic target. One per month?

Make sure they have a start, middle and end. Make sure you have your keywords threaded through. Make sure they end with something actionable.

Conclusion

A blog can be super handy in many ways! By delivering valuable content consistently, you can enhance your online presence, establish credibility, and create meaningful relationships with your clients. Start planning your content calendar now by following my outline above and I really hopes this helps you to grow your community as you share your passion and expertise with the world.

If you want to chat about the topics that would make sense for you, I’m always here for a Clarity Call

(this is my call to action in case you want to see an example of what I mean!)