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How to create a plan that works
Creating content is one thing. Having a strategy that brings in coaching clients is another. Many coaches spend hours writing posts, recording videos, and sharing updates, but struggle to convert that effort into actual business growth. The difference between getting traction and talking into the void often comes down to having a clear content strategy.
Publishing random content when inspiration strikes isn’t enough. Without a proper strategy, you risk missing opportunities to connect with ideal clients, wasting time on ineffective platforms, and failing to build the authority that brings in better leads.
Your content needs to work harder for your coaching business. Many coaches focus on churning out posts and updates without considering the bigger picture. This misses the real power of content marketing – building a system that attracts clients while you sleep.
When you share content strategically, you stop chasing clients and start attracting them. Strategic content positions you as the go-to expert in your field, making potential clients reach out to you first. This shifts you from constant promotion to natural attraction.
Your ideal clients need to see you as more than just another coach. They want someone who truly gets their challenges and has proven solutions. Strategic content shows them you’re that person.
The beauty of strategic content is that it works even when you’re not. Unlike one-to-one coaching, content can reach thousands of potential clients simultaneously. This means your expertise and insights help more people while creating opportunities for your business.
A single piece of strategic content can generate leads for months or years. Compare that to constantly hunting for your next client. Your content becomes a valuable asset that keeps working long after you create it.
Random content might bring occasional leads, but strategic content creates consistent opportunities. When you plan your content around your ideal clients’ needs, you build a reliable system for attracting new business.
This consistency helps you move away from the feast-or-famine cycle many coaches face. Instead of wondering where your next client will come from, you’ll have a steady stream of interested prospects.
Let’s turn your content creation from scattered to strategic. Here’s a step-by-step approach that brings results without overwhelming you.
Start with what you want to achieve. Don’t jump straight into creating content without clear goals. This leads to wasted effort and disappointing results. Your content should serve specific business objectives.
Potential goals include:
Pick 2-3 primary goals and set measurable targets. For example, instead of “grow my email list,” aim for “add 100 new subscribers monthly through content upgrades.” These specific goals help you track progress and adjust your strategy.
Your goals also determine what success looks like. If you’re aiming for discovery calls, track how many qualified leads your content generates. For authority building, monitor speaking invitations and media opportunities.
Content pillars are the cornerstone topics that showcase your expertise. These should align with your coaching methodology and your clients’ biggest challenges. Think of them as the main chapters in your coaching story.
To identify your pillars:
For example, a business coach might choose:
Each pillar should have multiple subtopics. Under “time management,” you might cover prioritization, delegation, systems creation, and work-life balance. This gives you plenty of content ideas while maintaining focus.
Map your pillars to different stages of your client journey. Some content should attract new prospects, while other pieces nurture existing leads or support current clients.
Success comes from being in the right place with the right message. Study where your ideal clients spend time and how they consume content. Quality engagement on one platform beats scattered presence across many.
For most coaches, start with:
LinkedIn is a powerful platform for coaching. The professional network rewards thoughtful insights and business-focused content. Share client success stories and practical tips that showcase your expertise. Join relevant industry discussions to build visibility. Your content should demonstrate clear business value and professional growth potential.
A blog serves as your content home base, giving you space to share comprehensive guides and detailed insights. Make each post count by thoroughly covering topics your audience cares about. Optimise your content for search engines to attract organic traffic over time. Include clear next steps for readers, whether booking a call or engaging with a lead magnet.
Your email list represents people who want to hear more from you, making it invaluable for nurturing relationships. Share exclusive insights and behind-the-scenes glimpses into your coaching approach. Tell stories that illustrate your methods in action. Keep your sending schedule consistent so subscribers know when to expect your wisdom.
For coaches targeting younger audiences, TikTok offers unique opportunities to share quick tips and insights. While it requires a different content approach, TikTok’s algorithm can help new coaches reach large audiences without an existing following.
A content calendar turns your strategy into action. It prevents last-minute rushing and ensures consistent publishing. Your calendar should map out content at least a month ahead.
Start with this monthly planning process:
Your calendar should include:
Use theme weeks or months to create coherent content series. This helps you dive deeper into topics and create comprehensive resources for your audience.
Creating content consistently requires a repeatable system. Let’s break down how to build a system. Get this right and the whole thing becomes a lot easier.
Set aside two focused hours each week for planning and two for creation. It doesn’t matter when you do them, but they must be fixed and immovable. Turn content from an afterthought into a core business activity.
Your weekly workflow should follow a clear sequence. Here’s a practical approach:
Planning day (2 hours):
Creation day (2 hours):
Write all your social posts for the week in one sitting. Create visual templates you can quickly customise for each platform. Keep a running list of content ideas in a notes app or document for easy reference.
Set up a simple content dashboard to track everything:
Use tools strategically to save time. A social media scheduler handles posting, while a task manager tracks content progress. Keep your visuals organized in folders by theme or platform. Store common hashtags and post structures in a swipe file for quick access.
Repurposing maximises your content investment. Turn long-form blog posts into multiple social updates. Transform client success stories into case studies, social posts, and email content. Break down podcast episodes or videos into written tips. Each piece of content should work multiple times across different platforms.
Create templates for regular content types:
Build a simple quality checklist to review before publishing:
Remember to schedule time for engagement and community building. Set aside 15-30 minutes daily to respond to comments and messages. This keeps your content alive and builds relationships with your audience.
Here’s your practical template for turning strategy into action. Each section builds on the previous one, creating a complete system for your content marketing.
Business goals (pick 2-3):
Target audience profile:
Your unique positioning:
Here’s an example of something you could create to use as your marketing strategy guide:
Content pillars (Choose 3-5)
Primary platforms
Example theme-based monthly planning structure:
Theme: [Monthly focus aligned with business goals]
Week 1-4 breakdown
Distribution strategy
Example weekly plan of actions to check off:
Planning (Monday)
□ Review last week’s metrics
□ Choose weekly subtopic
□ Outline main content piece
□ Plan platform variations
Creation (Wednesday)
□ Write main content
□ Create platform versions
□ Design visuals
□ Add CTAs
Publishing (Thursday)
□ Final edits
□ Schedule posts
□ Set up tracking
□ Plan engagement
Create a way to measure your progress. Here’s an example:
Weekly metrics
□ Post engagement rates □ Website traffic
□ Email signups
□ Lead magnet downloads
□ Discovery calls booked
Monthly review
□ Top performing content
□ Goal progress
□ Strategy adjustments
□ Next month’s focus
This template turns your content marketing from random acts of posting into a strategic system for growing your coaching business. Customise each section based on your goals while maintaining the structure that ensures consistency.
You’ve got the framework. Now it’s time to put it into action. Start with one platform and one content pillar. Create a simple month-long plan focusing on topics you know well.
Remember, progress beats perfection. Begin with what you can manage consistently and build from there. Your content strategy will grow stronger as you learn what works for your audience.
Want help creating more content in less time? Check out how Coachvox AI can help you create content based on work you’ve already done that resonates with your audience while staying true to your voice. There’s a 14-day free trial so there’s no reason not to give it a try.
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