Cultivating a Community of Fitness & Health Enthusiasts Through Content
Updated: Jun 4
Context
Steve Nash Fitness World & Sports Club (re-branded in 2020 as Fitness World) operates 20+ fitness clubs across BC. As part of the company's content team, I played a pivotal role in implementing an effective inbound marketing strategy to achieve three key goals:
Customer retention and loyalty
Brand awareness and
Lead generation
With a focus on engaging our target buyer personas, I collaborated with a team of subject-matter experts and utilized visual assets from our fitness clubs to create compelling content for social media and the blog.
Approach
Social Media
To foster customer retention, loyalty, and community engagement, I developed a comprehensive organic social media strategy. Working closely with my team, we crafted a content plan that showcased the brand's values and identity through personable and community-based posts. Here are a few examples of the engaging social media content I created, including photography, copywriting, and hashtag strategy.
Blog
Blogging played a crucial role in our inbound strategy, contributing to our SEO goals and providing valuable content for our target audience. As part of the content team, I brainstormed monthly content ideas that were relevant to our buyer personas.
Additionally, I coordinated with external subject-matter experts, such as personal trainers, nutritionists, and fitness educators, to produce high-quality articles. I personally wrote over 20 pieces of long-form content, covering topics related to health, fitness, lifestyle, and other areas of interest for our personas. Although the company's blog is no longer live due to rebranding, I have included screenshots of some articles I wrote.