Content is Key

Content marketing is not a new idea, but it has progressed as technology has improved and brands have gotten smarter about how to best use it. Most successful brands are utilizing content marketing in some capacity, and the fitness industry is no different. YouTube has made is possible for trainers and companies alike to share their goods and services with the world in a way that provides value to the consumer. These influencers can swear up and down that they are great trainers, but until they provide some proof, their audience can’t really know for sure. On the other side, if you are a fitness wear brand, I want to see your clothes in action before I assume they aren’t an overpriced version of see-through leggings I can get on ebay for $8. If you want to see some examples of fitness brands that do content marketing well, look no further than these companies:

Bodybuilding.com- Their YouTube channel has a plethora of videos focusing on form and various muscle group exercises. Choose your favorite athlete and essentially workout alongside of them like your own pocket personal trainer.

Nike- Nike Training: Inner Strength is a series that focuses on big name athletes honing their skills in the gym all sporting their Nike gear. The focus isn’t on the brand, rather on the athlete and his or her training regimen. 

Under Armour- They put out phenomenal content. UA Run Camp, UA Train | Earn your Armour, What’s Beautiful – each of these series highlights the brand’s personality and core values without pushing the product.

Lululemon- Playlists on their channel range from displaying their product in a yoga setting, cold run, biking, you name it. They want their audience to know that Lululemon is versatile and can work in your life no matter where it takes you.

So, I know that I mentioned all big-name companies. That is because I think it is easier to prove with recognizable brands how important content marketing is to making a company top of mind to consumers. However, this is a popular strategy among small entrepreneurs as well. Think of all the influencers and athletes out there who post their daily workout videos and tips to their Instagram or YouTube. If they offer training of any kind, or some other good, this is their version of content marketing. They give you a taste of what it is like to work with them. You may take their workout to the gym that day and gain some value from it. Then, you will determine if their style works well for you, and if so, then boom! They have just gained another client without ever having talked to you personally.

There you have it, content marketing is not new, is not going away anytime soon, and it is permeating the fitness industry just as it has many other industries. It’s no longer enough to say that your product or training style is the best, you must prove it. You have to inspire and provide something valuable to consumers, or they will move right on to the next thing.