In this refreshingly honest post we’re going to talk about 5 myths that are currently wreaking havoc within the fitness content marketing niche. Enjoy!
Myth #1: Every fitness website needs a blog.
WTF? No. Just, no…
I mean sure, there was a time when blogs ruled the content roost, but today you can package information in a large variety of ways. Imagine if it wasn’t actually possible to publish content on your websites other than core pages to display who you are and what you’re about. What would you do then?
You’d have no other choice but to create content and publish it elsewhere. Go-Go-Gadget idea generation machine!
Podcasts: You could tap into one of the most versatile modern mediums around. Hell, I listen to 3 Podcasts every week using both desktop and smartphone. How about you? And hey, it’s just as complex to design content strategy for a fitness-based podcast as it is for a blog. The good news is that unlike blogging, we’re currently in the gold-rush early days of mobile podcasting.
Ebooks: Don’t buy into the idea that ebooks are overdone or that the fitness ebook market’s saturated. Wrong! It all depends on the value and quality of your ebook and there’s always a unique way to present your brand. If you publish a real treat on Amazon and Smashwords and then spend a little effort marketing it, you’ll open up a new stream of income and increase the amount of traffic to your website.
Apps: Now hold on, these days you don’t need a gargantuan budget to get into the app market! More and more lean-startups are offering advanced prototyping for a fraction of the conventional costs. Instead of dropping tens of thousands an app development, check out www.IdeaProto.com and drop a couple on a fully interactive prototype you can showcase to gauge market interest!
Videos: It’s not as rough as you think to set up a decent amateur set and invest in hardware/software for good production value. The costs are comparable in the long run to managing proper fitness blogging. But, with solid videos and genuine marketing you get tangible results in a fraction of the time. Furthermore, there’s a mob of platforms you can publish videos on along with YouTube.
Online Courses: You can create online courses in tons of different ways and publish them all over the damn place! Udemy is one example. The online learning marketplace is exploding and going global. In fact, what we’re seeing is the future of education itself…get in on the action. Putting together a top notch fitness-based course will undoubtedly produce amazing results far beyond simply sending organic web traffic your way.
Myth #2: Publishing great fitness content is enough.
Nope. Even if you create everything we listed above and it was all top notch stuff, you’d still have to market. You’d still have to get in on the action, join the conversation, dive into web culture, and engage! There’s no “build it and they will come” anymore. Not really. Creating and publishing fitness content is only half the work.
Myth #3: Fitness content marketing can be done cheaply.
Ironically, it’s this myth that costs many fitness website owners the most time and money but they get predominantly miserable results in return. The other irony is that it takes tons of time and money to…market cheaply? See how this doesn’t add up?
Because of how complex and advanced the technology is getting, it’s near impossible for one or two people to master all the skill-sets involved in content marketing whether we’re talking about a blog or a video channel. Outsourcing is a fact of modern web business life, regardless of your niche.
With the digital workforce going global is it possible to find skilled service providers and technicians at competitive rates? Yes. Are skilled online freelancers easy to find and hire? Absolutely not because a) they’re in HIGH demand and b) you have to wade through literally thousands upon thousands trying to find them which can be exhaustive.
At the end of the day ROI scales with the quality of contractors you bring onto your team, but it’s compounded. For example, imagine the results of hiring a fitness writer at $3/hr. vs. $30 or $300.
Oftentimes the production of really high quality content will involve more than one person. For example with a fitness ebook you’ll have the writer, the editor, the ebook cover designer, the marketer, etc. Everyone needs to get paid for their part, and juggling it can be complex without a knowledgeable project manager.
Here’s the thing though, that’s where FWI and other services providers like us come into play. You pay a premium price for premium content and only have to deal with one person (the writer that sends you your content).
The marketing part is hard to do cheaply as well unless all the time it takes is “off the clock.” On the other side of the coin paid the costs of paid advertising are going up…up…up!
Myth #4: The more fitness content you pump out the better!
Please…no. Just stop.
One amazing, highly valuable, visually charged and ultra-informative blog is worth 50 crappy pieces of web fodder. Easily. And the same goes for any medium. It’s far wiser to invest $1000 into one or two pieces of content rather than 100 at $10 a pop. Get it? The ROI is unquestionable! The net just reached 1 billion sites, and how much of that is nonsense? Don’t be a part of it. Invest in your platform; invest in your audience.
Myth #5: You’re in complete control.
Ummm, okay, just make sure that whatever content marketing strategy you create is built upon a solid foundation of adaptability. At the end of the day your audience will tell you what they like, what they prefer, what they respond to, etc. If you don’t respond to this feedback quickly, you’re doomed.
With that said, thanks for reading and I hope that clears things up a bit for you. There’s a digital fitness revolution happening across the globe and now you’re better prepared to thrive through it! May your fitness content marketing take off far beyond your expectations.