Three Questions to Improve Your Fitness Content and Attract More Clients Online

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(This post was written by Alex Cartmill, head coach at the Online Trainer Academy.)

A lot of content gurus will tell you that more is better. They emphasize the quantity of your posts and videos and emails over the quality.

I’ll concede that volume matters. The more you produce, the farther you can spread your message, and the faster you can reach some of your business goals.

But I think quality should be your number-one priority. You can’t benefit from quantity unless your content is worth reading and engaging with.

It's like two people building structures.

Person 1 is purposeful, taking time to ensure each brick lines up with the one before it.

Person 2 focuses on getting down as many bricks as possible.

At first glance, you’d think Person 2 has made more progress. But every new piece of content makes the structure less stable because it doesn’t support the work that came before.

Meanwhile, Person 1 has a smaller online footprint, but each new article or post is consistent with existing articles and posts, compounding their value. That’s because all the content passes through three key filters:

* Is my unique personality shining through, or could this come from just about anyone?

* Why would the people I want to help care about this? What value does it provide to them? How does it relate to the challenges in their lives?

* If someone else wrote this post, would I stop to read it, or would I scroll right past?

Quantity and variability can coexist with high-quality content. But if quantity is the only goal, you’re building your business on an increasingly wobbly structure.

Quote of the Day: "I'm generally in favor of free speech, but if unironically uttering the phrase ‘I'm an influencer’ became a punishable offense, I wouldn't necessarily be upset about it." —Greg Nuckols 

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Jonathan Goodman is the founder of the Personal Trainer Development Center, the largest independent community of fit pros in the world. He’s also the founder of the first-ever certification for online fitness trainers, the Online Trainer Academy. Originally from Toronto, Jon travels the world with his wife and young son in the winters.