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Blogging feels like an outdated marketing tactic for coaches, but it that really true?
Everybody tells coaches to start blogging. Write about your expertise, they say. Share your knowledge. Get found on Google. But with TikTok taking over, LinkedIn posts gaining huge reach, and podcasts pulling in millions of listeners, you might wonder if blogging is worth your time in 2025 and beyond.
Many coaches are turning away from blogging, choosing to focus on short-form content and video instead. Before committing hours of your week to writing blog posts, it makes sense to question if this old school marketing tactic still works – or if your time would be better spent elsewhere.
If you have thousands of website visitors each month but only a handful of enquiries, you’re not alone.
Since ChatGPT arrived, the internet is awash with AI-generated articles. Quality human-written articles now compete with thousands of AI blog posts targeting the same keywords. Standing out and ranking in searches requires more effort than ever. You may even question if some readers can even tell the difference between human and AI writing anymore.
Your potential clients spend their free time scrolling social feeds, not reading blog posts. Twitter threads, Instagram carousels, and LinkedIn posts give them bite-sized wisdom they can consume in seconds. Writing long blog posts feels like creating content for an audience that no longer exists.
Blog posts need time to rank in search engines and attract readers. Unlike social media posts that can go viral overnight, SEO is a slow game that takes months to show results. When you need clients now, waiting six months to find out if a blog post ranks well seems like a poor investment of your energy.
Many modern coaches run successful practices without traditional websites, operating purely through social media and online coaching platforms. With tools like Linktree and platforms like LinkedIn offering professional profiles, maintaining a blog on your own website might be unnecessary overhead.
Watching a YouTube video or listening to a podcast feels more personal than reading a blog post. These formats let coaches share their personality and build stronger connections with audiences. It’s why many coaches are starting YouTube channels right now. Text alone seems flat and lifeless compared to the richness of video and audio content.
Smart coaches have found ways to make blogging work harder for their business. By focusing on strategic content and using new tools, they’re turning their blogs into lead-generating machines that showcase their expertise around the clock.
Whilst low-quality AI content is a problem, if you can master the art of prompting, it’s a gamechanger. Tools like ChatGPT and Claude speed up your writing process, turning rough ideas into solid drafts. You bring the expertise and experience, while AI handles the heavy lifting of turning your thoughts into clear, engaging prose.
Provide examples of your own writing and describe your style, language and tone. Start with a clear outline of your main points, use AI to expand these into full paragraphs, then edit as required. Use specific examples from your coaching practice to add authenticity.
Prompts for your coaching business
Writing blogs is just one way to use AI tools like ChatGPT and Claude. Find prompts for this purpose and others in this article about AI marketing for coaches.
People looking for coaching help still turn to Google. A well-written blog post can rank for dozens of related search terms, bringing qualified leads to your site every day. These readers actively search for solutions you provide, making them perfect potential clients.
Build your content around specific problems your ideal clients face. Research keywords using tools like AnswerThePublic to find actual questions people ask about your topic. Write detailed answers to these questions, focusing on one main topic per post. Search engines and modern AI models will pick up this focused approach, sending more of the right people your way.
Short form social posts can grab attention, but blogs give you space to showcase your full coaching approach. When someone spends 10 minutes reading your detailed guide on overcoming imposter syndrome or scaling their business, they get a real taste of how you think and teach.
Share stories from your coaching practice, breaking down the exact steps you used to help clients succeed. Write about challenges you’ve faced and overcome. This vulnerability and detail builds trust with readers in ways that short-form content never can, and some people still prefer consuming written content.
Add clear calls to action at the end of each post, giving engaged readers a natural next step to working with you.
Convert web visitors into leads
Having great content on your site and driving traffic to it is fantastic, but what next? How many of your site’s visitors actually get in touch? Check out these tips to convert more traffic from your coaching site.
Social platforms come and go, algorithms change, but your blog stays firmly under your control. Every post you write builds a library of valuable content that belongs to you, ready to be repurposed across other channels or updated as your business grows.
Pick three core topics that define your coaching practice. Create a content calendar that explores these topics from different angles. Each new post strengthens your position as an expert in these areas, while building a valuable resource that supports your other marketing efforts. This focused approach makes your blog a powerful asset rather than just another marketing task.
Short posts barely scratch the surface of your expertise. Blogs give you room to explain complex ideas, share detailed case studies, and break down your coaching frameworks step by step. This depth sets you apart from coaches who only share surface-level tips.
Pick topics where your approach differs from common advice. Write about why standard solutions fall short and how your methods create better results. Include client stories that prove your points. This shows potential clients why your coaching style might be exactly what they need.
Social media followers might like your posts, but blog readers invest real time understanding your methods. By the time someone finishes reading several of your articles, they’ve had a mini coaching experience with you. This deeper engagement naturally leads to more serious conversations about working together.
Make this transition smooth by linking related posts together. If someone’s reading about leadership challenges, point them to your article on team development. Create content upgrades like worksheets or checklists that readers can download in exchange for their email. This way, casual readers become leads you can nurture into clients.
A strong blog post keeps working long after you hit publish. The same article can attract leads, answer client questions, and showcase your expertise for years. Unlike social media posts that disappear in hours, blogs create lasting value for your business.
Start with your most successful client outcomes. Write detailed posts explaining the frameworks and methods you used to achieve these results. Include specific examples and clear action steps readers can try themselves. This approach proves your expertise while giving potential clients a preview of your coaching style. When someone reaches out after reading these posts, they’re already sold on your approach.
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Many coaches let perfect writing get in the way of good writing. Instead of waiting for the perfect topic or moment, pick one solution you provide your clients regularly. Write down the exact steps you take them through. That’s your first blog post.
Set aside one hours this week. Spend 15 minutes planning your post using AI to help structure your thoughts. Then spend 15 describing your style and proving examples of articles you’ve already written. Use the final 30 minutes to edit, reprompt and add examples from your coaching practice, and craft a strong title.
Remember that every post builds your library of expertise. While social media keeps demanding fresh content, your blog works quietly in the background, steadily attracting the right people to your coaching business. Each article you write today could bring you clients months or years from now.
Start small but start today. Your future self will thank you for building these valuable assets for your coaching business. And your future clients? They’re already searching for the solutions you’re about to share.
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