It can be difficult to know how often to create content in order to stand out in the coaching industry. Some coaches create minimal content; others are out there posting multiple times a day on every platform known to mankind. Where on that scale should you fall?
You’ll be pleased to hear that gurus telling you that you need to post multiple times per day are wrong. Every coach has a different ideal content posting frequency. Here’s how to find yours.
Factors that Determine Content Frequency
We’re focusing on blog content here, but these factors apply to all the types of content that you use in your coaching business, including social media content and email content. Sustainability is the most important factor, but all of the factors should be given significant weight.
Sustainability
Whatever content frequency you choose must be sustainable. Showing up regularly to deliver content shows prospective coaching clients that you are consistent and trustworthy. A coach who is constantly apologising in their content for missing a day or a few weeks seems flaky. It is not a stretch for prospects to think you may be similarly inconsistent in your coaching.
When deciding on the frequency of your content strategy, ask yourself if you would be able to sustain that frequency on a moderately busy day or week. Would you still have time to create an extra batch of content in advance if you needed to take a week or month off for a holiday? Your ideal frequency should be manageable 99% of the time, with the odd exception for unforeseen emergent circumstances. Your content is the top of your sales funnel; it is how new prospects find you.
Content Goals
The goals of your content strategy may play a role in the frequency of your content posting. You may have multiple goals for your content strategy but focus mainly on your primary goal. A goal of building relationships with current and future coaching clients may require a higher frequency of content that encourages two-way dialogue. A goal of adding value to showcase your coaching allows for lower frequency content posting as long as it is packed with value.
Ideal Coaching Clients’ Expectations
This is not the easiest factor to gauge, but your ideal coaching clients’ expectations are an important factor to consider. Instead of guessing or looking at other coaches for indications of frequency, just ask your ideal coaching clients. Ask them what type of content they want to see and how often they’d like to see it. You might be surprised at their answers.
Available Resources
Your resources may limit the frequency of your content schedule. Initially, time will be a factor because you will be creating the content yourself. As your coaching business grows, other resources like money will play a bigger part because you’ll be hiring other people to create your content.
In both cases, you’ll need to weigh up how high content is on the list of things you need to do for your coaching business. Content may be a business-critical task in some coaching businesses. In others, it may be lower down on the priority list. Neither is right or wrong.
How to Create More Coaching Content When You Don’t Have Much Time
When time is limited, it may be difficult to create the content you need for your coaching business. Here are some ideas of ways you can create more content in less time.
Content Repurposing
Repurposing content across multiple aspects of your coaching business can help you to manage a higher frequency when you don’t have much time. Many coaches with high content posting frequencies do this. Gary Vee is a big advocate for content repurposing. He encourages people to get as many pieces of content out of a single piece of content as possible. That includes:
- Screenshotting Tweets to share on Instagram and LinkedIn
- Turning an article into an Instagram Carousel or LinkedIn Deck
- Turning a video into multiple TikTok videos or Instagram Reels
- Using a blog post to create email content
- Using an Instagram meme in email content
- Repurposing a video or podcast episode into an article
The opportunities are endless. Depending on how you feel about repurposing, you can rip pieces directly from existing content or use the content as inspiration. There is no right or wrong approach. One is lightyears faster, and the other is quite a lot faster than creating content from scratch.
It is also completely up to you if you repurpose content produced in the current month or go back through your archives. Not all of your ideal coaching clients will follow you on multiple platforms, so you won’t be boring your followers. Also, sharing the message a second time in a different format can help to reinforce the message.
Updating Old Content
Raid your archives from time to time to update the content to match any changes. This works for changes in laws, changes in society, or even changes in your thinking. All of it calls for a refresh. The great news is updating old content does not take much work, and you get a new piece of content out of it.
Standardising Aspects of Content Creation
Look for aspects of creating content that you can standardise to make the entire process faster. Saving even a couple of minutes per piece of content could add up to significant time savings when you look at a month or year of content creation for your coaching business. Here are some ways you can save time by standardising your content creation:
- Write your CTAs in advance
- Create a content planning process to have your content outlined in advance
- Batch content tasks like research and scheduling content
- Use AI tools to help research or outline your content
- Scheduling your content creation around the times of day when you feel more focused or creative