Great coaching content is your ticket to attracting dream clients, showcasing your expertise, and building a thriving coaching practice.
In this post, I’ll share my secrets on creating powerful coaching content without pulling your hair out. By the end, you’ll be ready to churn out awesome content like a pro.
Why create coaching content anyway?
You might be thinking, “I’m a coach, not a content creator!” But hear me out for a moment.
Creating content for your coaching business isn’t just a trendy marketing tactic – it’s a powerful tool that can transform your practice. Let’s break it down.
What is content, anyway? Content is any piece of information you share with your audience. It could be:
- Blog posts on your coaching website
- Social media updates, e.g. LinkedIn or Instagram
- Videos on YouTube or TikTok
- Podcast episodes
- Email newsletters
- Ebooks or downloadable guides
Basically, it’s your unique expertise packaged up in a digestible format for your audience to consume and learn from. So what exactly can content do for your coaching business?
Well for a start…it can:
- Generate leads
- Boost visibility
- Establish authority
- Build trust
- Nurture relationships
- Create passive income streams
- Differentiate you as a coach
- Educate your audience
- Attract your ideal clients
- Provide 24/7 value
Yes, creating content might seem like extra work on top of your actual coaching. But think of it as an investment in your business’s long-term growth and sustainability.
What sort of content should you create?
As a coach, you have a wealth of knowledge to share. But with so many possible content options out there, things can quickly feel overwhelming.
Let’s break down the main types of content, and why each could be valuable for your coaching business.
Remember, you don’t need to do it all at once. Start with the type of content that feels most natural to you and aligns with where your audience hangs out online.
The good news is, it’s actually pretty easy to repurpose a single idea into multiple different types of content, especially now we have the latest AI coaching tools to help us.
1. Authority blog content
A well-optimized blog should be a cornerstone of your content strategy (even though it might not be as flashy as social media or video).
Blog posts allow you to provide in-depth value, answer your audience’s burning questions, and improve your search engine rankings.
This type of content attracts well-qualified potential clients who are actively searching online for the solutions you provide.
2. Social media posts
These are where you can share quick insights, engage in conversations, and showcase your personality. The key here is consistency and authenticity.
Platforms like Instagram, LinkedIn, and Facebook are perfect for sharing bite-sized wisdom, client testimonials, or behind-the-scenes glimpses of your coaching practice.
3. YouTube videos
YouTube is the second largest search engine after Google with over 1 billion hours of video watched on the platform each day.
It’s also a powerhouse for reaching potential clients. Video content allows you to demonstrate your coaching style, explain complex concepts visually, and connect with your audience on a more personal level.
From quick tips to in-depth tutorials, creating video content can significantly boost both your visibility and credibility.
4. Podcasts
If you love to talk and have a knack for interesting conversations, podcasting could be your golden ticket.
It’s an intimate medium that allows you to dive deep into topics, interview other experts, and showcase your expertise in a format that’s perfect for multitasking listeners.
Plus, it’s a great way to network and build relationships in your industry.
5. Email newsletters
These allow you to nurture relationships with your audience, share exclusive content, and guide subscribers towards your coaching services.
Don’t underestimate the power of landing in someone’s inbox regularly. It’s a more personal touch that can lead to higher conversion rates.
50 coaching content ideas to get you started
Feeling stuck? No worries! I’ve put together a jumbo list of content ideas to get you inspired.
Remember to tailor these ideas to your specific niche and audience.
For example, a fitness coach might create workout videos, while a business coach could share productivity tips or case studies of successful entrepreneurs.
The goal is to provide value, showcase your expertise, and engage your audience in a way that feels authentic to you and relevant to them.
- “How-to” guides tackling specific problems that your ideal clients face
- “A Day in the Life” posts showing your coaching routine
- Client success stories (with permission)
- Common misconceptions in your coaching field
- Quick tips related to your niche (e.g., productivity hacks, healthy recipes)
- Behind-the-scenes of your coaching process
- Answers to frequently asked questions
- Your personal journey and why you became a coach
- Book recommendations in your field
- Challenges or mini-courses your audience can participate in
- Inspirational quotes (original or from others in your field)
- Industry news and your take on it
- Tools and resources you recommend
- Guest posts or interviews with other experts
- Case studies of specific coaching techniques
- Your coaching philosophy and approach
- Self-assessment quizzes for your audience
- Myth-busting posts about common beliefs in your niche
- Personal stories of overcoming challenges related to your coaching area
- Tips for setting and achieving goals
- “What I wish I knew” posts about your area of expertise
- “Ask Me Anything” sessions on social media or live streams
- Comparison posts (e.g., “X vs Y: Which is better for…”)
- Seasonal tips related to your coaching area
- Infographics summarizing key concepts in your field
- Predictions or trends for your industry
- Personal reflections on your own growth and learning
- Collaboration videos or posts with complementary coaches
- Debunking popular myths in your field
- Reviews of relevant apps or tools
- Time-lapse videos of a coaching-related activity
- “Day in the life” of a successful client
- Motivational Monday (or any day) posts
- Behind-the-scenes of your content creation process
- Polls to engage your audience and gather insights
- Recaps of industry events or conferences you’ve attended
- Personal productivity or self-care tips
- “Transformation Tuesday” posts showcasing client progress (you can choose whichever day you prefer)
- Q&A sessions addressing common client concerns (these would be great for YouTube lives)
- Visual representations of key coaching concepts (diagrams, charts)
- “Mistakes I’ve made” posts to show vulnerability and learning (great on LinkedIn)
- Guided meditations or visualizations (especially for mindset coaches)
- “What if” scenarios exploring different approaches or outcomes
- Explanations of industry jargon or complex terms
- Challenges your clients have overcome and how
- “A letter to my younger self” related to your coaching niche
- Comparisons of your approach to traditional methods
- Mini-workshops on specific skills or topics
- “From the archives” – refreshing and resharing older, valuable content
- “Coaching Crossover” series exploring how principles from other fields can be applied to your coaching niche
Building your content pillars
Content ‘pillars’ are the foundation of your coaching content strategy.
They’re the main themes or topics you consistently address, all of which relate back to your core coaching service.
Your content pillars act like a sort of roadmap for your audience.
They guide potential clients through your expertise, showing them the value you offer and how you can help them achieve their goals.
For example, if you’re a business coach, your content pillars might include leadership development, strategic planning, financial management, and team building.
Each of these topics directly ties back to your main service of helping businesses grow and succeed.
Creating content around these pillars serves several important purposes. First, it helps establish your expertise in a few specific areas.
By consistently producing high-quality content on these topics, you demonstrate your deep knowledge and experience.
Over time, this builds trust with your audience and positions you as an authority in your niche.
Secondly, content pillars provide structure and direction for your content creation efforts.
When you’re clear about your main topics, it becomes easier to generate ideas and maintain a consistent content schedule.
You’ll always have a starting point for brainstorming new articles, videos, or social media posts.
But it’s important to stick to your main topics and resist the temptation to stray too far afield.
Yes, I know it can be tempting to jump on every trending topic or explore random yet tangentially related subjects. But doing so can risk diluting your authority.
Your audience comes to you for specific expertise. So if you start producing content on a wide range of unrelated topics, it confuses your brand message and weakens your position as an expert in your niche.
For example, let’s say you’re known as a productivity coach. Suddenly posting about cryptocurrency investments might raise a few eyebrows.
It’s not that you can’t have other interests, but your professional content should maintain a clear focus on your area of expertise.
That said, I’m not suggesting you make boring, repetitive content. Within your pillars, there’s plenty of room for creativity and fresh perspectives.
You can explore different angles, share case studies, discuss new research, or relate your topics to current events.
The key is to ensure that everything ties back to your core coaching service in a logical way.
Your content pillars should align with your audience’s needs and interests. It should also let you showcase your unique approach and methodology.
This means you’ll create a coherent body of work that clearly communicates your value as a coach and attracts the right clients.
How to create great coaching content
Start with pain points
The best starting point for creating great authority content for your coaching business is knowing your ideal clients’ pain points.
Make sure you spend time understanding their challenges and how they relate to your services.
For example, you could conduct surveys, engage in conversations, and analyze common questions you receive.
This insight will help you create content that directly addresses these pain points, which shows potential clients that you understand their struggles and have the solutions they need.
Leverage the algorithms
Once you understand your audience, focus on maximizing engagement on your chosen platform.
Each platform has its own algorithm and best practices.
For example, LinkedIn favors native content and values engagement in the first hour after posting.
On the other hand, success in the Google rankings depends on publishing comprehensive, well-structured blog content that answers specific questions your audience is searching for online.
Make sure to stay updated on best practices for your chosen platform to maximize your content’s reach and engagement (and leave your competitors in the dust).
Draw on your uniqueness
To stand out from the crowd, always aim to showcase your unique experience and expertise in your content.
For example, share case studies, personal anecdotes, and first-hand insights that only you can provide.
This builds your authority while also helping potential clients connect with you on a more personal level.
Your personal experiences and unique approach are what set you apart in a sea of coaching content, much of it generic and repetitive.
Combine several content types
To get more mileage from your content creation efforts, consider combining different types to create a robust ecosystem.
For example, you could use LinkedIn posts designed to share quick insights and drive engagement on your profile.
Then back this up with in-depth blog posts on your coaching website – designed to drive leads from organic search traffic.
You can then further repurpose your long-form blog content into LinkedIn articles or carousel posts, or even video scripts for YouTube.
This approach helps you reach different audience segments and reinforces your message across platforms.
Use AI tools (the smart way)
While creating content, don’t shy away from using AI writing tools intelligently.
These tools can be great for generating content ideas, creating outlines, and even rephrasing and editing.
But always (always!) make sure to weave in your unique voice, experiences, and insights.
Use AI tools as a starting point or to overcome writer’s block, but ensure the final content authentically represents you and your coaching style.
Keep business goals at the forefront
Finally, set clear goals for each piece of content you create.
Before you start writing, ask yourself:
- What do I want to achieve with this piece of content?
- How does this piece of content support my overall business goals?
- What action do I want the reader/viewer to take after consuming it (e.g. book a call, download a lead magnet, join my newsletter, etc)?
Having clearly defined business goals with content is essential if you want to grow your coaching business (rather than becoming an overworked content creator).
Actionable next steps
Creating amazing coaching content is an entire journey, not a destination.
It takes time, effort, and a bit of trial and error to find exactly what works best for you and your audience.
My advice is – don’t wait for perfection. Start creating, start sharing, and watch your coaching business thrive.
