#289: Choosing the Best Content Platform For Health Coaches with Jana Osofsky

choosing the best content platform for health coaches

Should you start a podcast or blog? Use 12 different social media platforms? Create YouTube videos? Instead of spreading yourself too thin, this episode talks about the BEST platform for health coaches to create content for. Register this May’s FREE follow-up training at https://healthcoachpower.com/expert


Choosing the Best Content Platform For Health Coaches with Jana Osofsky

It can be overwhelming to think about all the different content platforms out there and how to use them for your health coaching business. Here’s the good news: you don’t have to be on all of them to succeed. In fact, it’s better to focus on just a few key platforms that work best for you.

My friend and content strategy expert, Jana Osofsky, recommends a three-pronged approach:

1. Long-form platform

This is your main content hub, where you go deep and provide valuable information to your audience. It could be a blog, a podcast, or a YouTube channel. The key is to create in-depth content that showcases your expertise and helps your audience understand the value of working with you.

And yes, people still read blogs! Think of all the food blogs you visit for recipes, or travel blogs to help with your vacation plans. Your health-focused blog can similarly become a fantastic resource.

The beauty of long-form content, such as blogs, podcasts, or YouTube videos, is that it can continue to work for you over time. For example, a well-crafted blog post can convert clients the day it’s published, but it can also continue to attract clients for years to come. Plus, long-form content is easily repurposed and can be a valuable resource for years down the line.

2. Social media platform

Start with one social media platform where you can engage with your audience and share shorter snippets of content. Whether it’s Instagram, Facebook, or another platform, focus on building a presence and connecting with your audience consistently.

3. Email marketing

Building an email list is crucial for any health coaching business. Start early and use email as a way to stay in touch with your audience, share exclusive content, and promote your services and products.

Once you’ve chosen your platforms, you’ll want to publish content that positions you as an authority and generates interest from clients. To learn more, join us for a free LIVE training on 5/22/24: How To Establish Yourself as a Health Expert. Click here to register for free.


Full transcript:

Michelle:

Hello there, health coaches. You know what? Each week I realize there's a lot going on. I live stream these episodes into our Facebook group, which then gets published to podcasts, and then it gets uploaded to YouTube, and then we put that onto my blog, and then we share snippets to social media throughout the week. And it's like all this stuff going on, there's a lot of content platforms out there, and I can practically hear you all getting overwhelmed right now. There's just a certain tone. I can hear it right through my computer speakers, even though I can't actually hear any of you. What I want to know is that you do not have to be on every single platform. I do have a team helping me out. I could never do this alone. And when I started out as a health coach many, many years ago, it all started with a little blog. And I say little blog because I think each of my blog posts were like two paragraphs, and it was just like a free blogger.com kind of blog. That blog alone launched my entire business, my first clients, many of my first clients came from that blog. So today I am joined once again by my friend Jana O, to talk about choosing a content platform for your business. Maybe just one to start. Jana, thank you for joining us.

Jana:

Again, thank you so much for having me here, and I totally relate to what you're saying. When I think back to the beginning of my business, it all started with my little blog too, and a lot of things that have happened since then, I can kind of trace back to getting started with that blog in the beginning. So I'm so excited to talk about this.

Michelle:

And did you also have a blogger.com blog or where was yours?

Jana:

No, no. Mine did start on my website, but I started in online business only seven or eight years ago. So before that I was in corporate for many years. So

Michelle:

Maybe you missed out on those earlier.

Jana:

I think I did. Yeah.

Michelle:

They're funny to look back on now. Last week in episode 2 88, we covered how to create and share the right content for your health coaching business today. Want to talk about where we putting that content once we've created it? And a couple weeks from now, Jana and I are hosting a free training to show you a content creation system that turns you into a go-to expert and brings clients to your door. And you don't want to miss that. It is free and you can register now at healthcoachpower.com/expert. I'm going to drop that over in the comments here on Facebook. Now, Jana, speaking of Go-to Expert, you've kind of become our go-to expert around content strategy. So what's your advice for health coaches who are trying to figure out which platform or platforms should they be on? Where should they be showing up?

Jana:

Yeah, my first advice right out of the gate when people ask me that question, and no one who's familiar with you is going to be surprised by this because it's similar and you just started to talk about it actually, is to pick your own stack. And when I say stack, I mean you're just going to pick a few things. I mean, there's tons of things out there you could pick, but you're just going to pick a couple, really like three. That's really the deal. So the way that I think about this is it's a three-pronged stack. I believe that every health coach and every coach really should have one long form content platform. So that's going to be like your headquarters kind of platform where you go deeper and you really show up and you share those things that your audience needs to learn and hear and more deeply understand to be ready to buy and to hire you as their mentor, as their coach.

That one long form platform. And then one social media platform. Sometimes people say, can I please have two? And I'm like, you can. But honestly, if you go deep into one, that might be better for you to start. But yeah, you can expand it two as well. So maybe for you that's Instagram or a Facebook group or Facebook or obviously there's a bunch of other options like threads for example, right now. And then the third prong is email marketing. We both Michelle and I both believe deeply. It's like the hill will both die on that. Everyone should start their mailing list early on as soon as you can start it because in order to get to the point where you have a hundred people on your list that you can share your offers and your content with and maybe eventually 500 and maybe even more, to get to that point, you have to start with three and 10. So getting started with the email piece is important too, but basically that's my advice is a three-prong stack, one long form platform, one social media or short form platform. You can think of it as short form content and then start your email list. So that's what I say.

Michelle:

That is so smart and so much more succinct than how I think I would've explained it or even how I thought about it before because, and I'm sure for you too, when you're building your business from the ground up, it can feel like a big jumble. You just hear about things and you try things and you trip over yourself. And maybe that works and maybe that doesn't work. Where I've arrived at today, it's when you can turn around and look backwards that it starts to make sense. And when you just said that, I was like, oh, you've done this.

Jana:

Yes. And two things can exist at once, right? People who are listening can know that the goal is a three-pronged platform stack, and they can also feel that whole to want to be in all the places. But knowing that, like you said, when it's time to look back and look back on it, this is how it'll sort of look clearly, I think gives us that perspective that helps us keep going. So yeah, I know what you mean.

Michelle:

Yeah, no, everyone, I mean really write this down. That was just really gold right there. And I think that mean everyone knows what you mean by social media. I think most of our coaches know what we mean by email marketing, but we're going to be doing a lot with that actually in the next couple of months. So keep your eyes out everybody. But what you mentioned that I think we never talk about is long form content. So can you explain what you mean by that and why it's important?

Jana:

Yeah, so long form content. I mean, everyone's kind of heard that term or you might have a vision in your head of like a long sales page or a long blog post. I want to pull you back a little bit from that vision because it doesn't have to be long in terms of like 10,000 words or anything. You could have a really thoughtful Facebook post, for example, that dives deep into your philosophy or your approach to working with clients. That could be long form content. It could be a blog post. It could be a podcast episode, a YouTube video, a live stream, like what you're doing here, Michelle, but you really want to think of it as an opportunity to go a little bit deeper and not just assume that people have all the same knowledge that you do, but to be able to really teach and educate and inform on a deeper level. And it's so important because as I'm sure you have seen and everybody listening, it's like the internet is just getting busier and busier and louder and louder. And so if we can't stand out with that long form content and go a little bit deeper, it's going to be really hard to cut through the noise and get people's attention and keep it.

Michelle:

Yes. Well said. And I'm not going to name names, but just yesterday I read a blog post. It was so thin and it was from someone that I know and respect, but it was so thin and I was like, oh, you can do better than that. Like, give me more, give me more. And I left feeling very unsatisfied. And I know I'm not the only one, but on the flip side, I've read blog posts from other people that really went into depth and I just, I mean, even if I never hired that person, I was like, they know what they're talking about. They are the expert. I am convinced. So you want to be that person with your long form content, whatever that looks like for you.

Jana:

Yeah. And you're going to repel some people and that's okay. And those people are probably not your ideal clients, but the people who are going to be like, oh my gosh, I can't believe you just shared that. Thank you. That's my person. You're going to attract them. And so that's okay. And so the more we can lean into that and kind of accept that that's going to happen, the better we're going to do with our content overall.

Michelle:

Absolutely. And just like we were talking about earlier, you're not going to be on every single platform. You're not going to be everything to everyone. So your content should not be everything to everyone either. It's really about kind of knowing who you are, what you stand for and who you're speaking to and being okay with it. Not being for everybody.

Jana:

Totally.

Michelle:

So we've got this long form content, which by the way, I feel like I kind of fell into accidentally because when I started my blog, it was just me sharing stuff and it wasn't with any intention of getting clients. But the more I shared, the more clients I got. So that was like a happy accident that I fell into long form content. But then we've got the social media and I know everybody is like, oh, but I should be on Instagram and I should be doing reels and I should be doing stories and I should be on TikTok and what do I do about Twitter? And it's like, I don't even know what's next. I can't keep up. How do you recommend that people approach social media when they're like, okay, I've got my blog going, but now I need to be on social too?

Jana:

Yeah, totally. I mean, you named so many platforms. And if anyone who's listening right now feels like they should be on all of them, or even half of them, like I want to just relieve that pressure right now. And I want to say, it's not about being on all of them. It's about being on one of them. And so if you're like, oh my gosh, I don't know what I should be on, I want to encourage you to think about where your ideal client is hanging out. So for some people that's Instagram, for some people it's Facebook, for some people it's even LinkedIn, but probably not all of those places. So pick one and learn to do it well. And what I mean by well is learn to show up consistently, learn to engage with your audience, learn to use it in a way that feels good to you, and then kind of go from there. So you don't have to be on all of them. You just have to be on one of them and then we can figure it out from there. And so I think that's really the key.

Michelle:

Yeah, absolutely. And I can tell you guys like my little secret. I hate social media. Like I have such a love-hate relationship with it and it's mostly hate. And I'm not on every platform. Like you might think I am because of the way I talk about this stuff, but I'm on Facebook and Instagram. And then I've got a blog. So I have to tell you, it is possible to be in business, even a thriving business, without being on every single platform. So you can choose. I encourage you to choose wisely and think about where your people are hanging out. And like Jana said, really master it. And then, if you want to add on, you can. You don't have to, but you can.

Jana:

Totally. And you can always outsource it. You don't have to be the one doing it either, but you have to know how to do it to be able to outsource it. So that's important too.

Michelle:

Absolutely. And that's why it's so important to master it first, because if you just like, oh, I don't like this, someone else do it. Like you're never going to know if they're doing it well or not or if it's actually working or not. So I always encourage people to really get their hands dirty with it first and then see where you can go from there.

Jana:

Absolutely.

Michelle:

And then of course we've got email marketing. And I'm just going to say it again, like start your mailing list yesterday. You know, I've had clients come to me and be like, okay, I'm ready to start an email list. And I'm like, oh my gosh, I'm so excited for you, but where were you six months ago? Where were you a year ago? So I just, I can't say it enough. Like if you are here listening to us today and you don't have an email list, I want you to stop what you're doing and I want you to go start it because it is just so important. And I know that you've got some thoughts on email marketing. So tell us about that.

Jana:

Yeah. Oh my gosh, I totally agree with you. Like start your email list yesterday, like literally yesterday, not even tomorrow. Like go do it. And so yeah, I mean, for so many reasons, right? Like you don't own your social media following. Like what if Facebook disappeared tomorrow? What if Instagram shut down tomorrow? What if, you know, whatever platform you're on shut down tomorrow? You would lose all of that. You would lose all of those people that you've been building relationships with. But with your email list, you own it. You have control over it. And so that's just one reason. But I think, you know, even beyond that, like email is still the number one way to sell online. Like it converts higher than social media. It converts higher than paid advertising. It converts higher than all the other things. And so, you know, if we're in business to make money, which I'm assuming we are, we need to be leveraging that. And so, you know, even if you have a small list or if you have no list at all, like start now. And, you know, just like we were talking about earlier, like get messy, figure it out, you know, send something to your mom and your best friend, but like start doing it because the sooner you start, the sooner you're going to learn and the sooner you're going to start seeing results. And I think, you know, too, it's like the no like and trust factor. Like we were talking about earlier with content, you know, your email list is really an opportunity to build that even further and to deepen that relationship. And I think it's just so powerful. So if you're not doing it, go do it.

Michelle:

Yes, exactly. And again, this is something that I kind of fell into accidentally. I started my list, oh gosh, like 15 years ago. And at the time I was blogging on a platform that's no longer around, like it was not a WordPress blog. It wasn't anything fancy. It was a different thing. And there was a little widget that was like, add your email address to get new posts by email. And I was like, okay. And so I started collecting email addresses. And then when I realized that I could like email these people directly, I was like, oh, that's interesting. And so I kind of fell into it. And it's so powerful. And then, you know, I started to learn more about email marketing and you can really take it to the next level with things like sequences and automations and all of this cool stuff that you can do. But even if you're just starting with, hey, I wrote a new blog post, check it out. Like that's better than nothing. So please, please, please start your list. And again, if you're listening to us today and you're like, oh crap, I don't have a list, just go start it. Even if you don't know what you're doing, like you'll figure it out. It's not hard. You can do this.

Jana:

Totally. And it's better to start now and figure it out and maybe make some mistakes than to wait until you think you have it all figured out because spoiler alert, you never will. So just start now and you'll figure it out along the way.

Michelle:

Absolutely. I'm just going to look at the comments here. Oh, we've got some questions. Let's see here. So Martha asks, how do you know what long form content to create? That's a great question. Jana, what do you think?

Jana:

Yeah, that's a really great question. And I think there's a few different ways you can think about it. So one is like, what are the questions that you get asked all the time by potential clients or clients or people in your industry? So for me, you know, it's things like, how do I get started with online marketing? What platform should I be on? You know, all the things that we've been talking about here today. And so those are great starting points for long form content because clearly people want to know about it if they're asking about it. So that's one place to start. Another place to start is thinking about like, what do you wish people knew? What do you wish people would stop asking you? You know, those kinds of things. And then I think the other thing too is like, what are the things that you're excited about? What are the things that you could talk about all day long? What are the things that, you know, when you meet someone at a party and they ask you what you do, what are the things that you're like, oh my gosh, I could talk about this all day long? And so those are all great starting points for long form content because if you're excited about it, if you're passionate about it, if it's something that you could talk about all day long, like I could talk about email marketing all day long, then it's going to be really easy for you to create that content and it's going to be really easy for you to show up consistently because you're excited about it. You're passionate about it. And so I think that's really the key. And then the last thing I would say is, you know, you can always ask your audience. You can do polls, you can do surveys, you can, you know, even just put it out there on social media and say, hey, I'm thinking about creating some long form content. What do you guys want to hear about? And see what people say. So those are all great places to start.

Michelle:

Yeah, those are great ideas. And it's funny, I've had people say to me like, oh, well, I don't want to give away all my secrets. Like if I tell people how to do this thing, then they're not going to hire me. And I always say, first of all, if you're doing your job right, you're not going to tell them everything. Like there's always going to be more. And second of all, when you give them a taste of what it's like to work with you and how you think and how you approach problems, they're going to want more. So it's really, it's not a matter of like giving away everything that you know, it's more about like giving people that taste of like, oh, I never thought about it that way or oh, I want to know more. So I always encourage people like don't hold back, like give away your secrets because that's what people want. And that's what's going to attract them to you in the first place.

Jana:

Absolutely. I could not agree more. And I think, you know, it's like what you said earlier too about like repelling some people and attracting others. Like if you do hold back, you're going to repel the people who are like, oh, I wanted to know more about that. And you're going to attract the people who are like, oh my gosh, I can't believe she just shared that. I want to know more about that. And so I think it's so important to really, like you said, give people a taste of what it's like to work with you and what your philosophy is and all those things because that's what's going to draw them in. And that's what's going to make them want to learn more about you and ultimately work with you.

Michelle:

Absolutely. Couldn't agree more. All right. Let's see. Oh, here's another one from Amy. She says, how do you grow your email list? Well, we're going to be talking about that a lot in the training that's coming up in a few weeks, but Jana, do you have any thoughts on that?

Jana:

Yeah, I mean, there's so many different ways to grow your email list. And I think, you know, one of the most important things is to have some kind of freebie or opt-in offer or lead magnet, whatever you want to call it. But basically something that you're giving away for free in exchange for someone's email address. So it could be something like a checklist or a guide or a workbook or a video series or an audio series or a challenge or a quiz or all kinds of different things. But something that you're giving away for free in exchange for someone's email address. And then, you know, once you have that, you can put it all over your website, you can put it on social media, you can put it in your email signature, you can put it on a postcard and hand it out at conferences, you can put it in your podcast, you can put it all over the place. And the more places you put it, the more people are going to see it and the more people are going to opt in. And so that's really the key is to have some kind of opt-in offer and then just put it everywhere. And I think, you know, consistency is also really important. So showing up consistently with your content and consistently promoting your opt-in offer and your email list is really important. And then I think the other thing too is like, you know, asking people to share it, like, hey, I created this thing. I would love it if you could share it with your audience. And you know, maybe you have a friend who has an audience that would be interested in your stuff and vice versa. And you can kind of cross promote each other's stuff. And so I think those are all really great ways to grow your email list. And again, it's like the sooner you start, the sooner you're going to start seeing results. And so if you're not doing it, go do it. Start now.

Michelle:

Yes, absolutely. I couldn't agree more. And I love what you said about consistency. Like that's so key. And I always tell people like, it's not about like, oh, I promoted it once and nobody signed up. So I guess it doesn't work. Like, no, it's about like, okay, maybe I need to promote it more or maybe I need to tweak it or maybe I need to try something else. But it's really about consistency. So I'm glad you said that. And I'm glad you said all those things. Thank you so much for joining us today, Jana. It was great to have you.

Jana:

Yeah, thank you so much for having me. This was so much fun.

Michelle:

Yeah, and everyone listening, if you haven't already registered for our free training, please do. You can go to healthcoachpower.com/expert and we will see you there. Take care, everyone. Bye.