Introducing The New Rule of Marketing




I've been hard at work studying over the past few weeks what's working marketing wise right now.

The reason for this is the game has changed.

Principles still apply but as Bob Dylan famously once sang...

"times they are a changing" and this is certainly the case for marketing methods.

Traffic used to be the king , and the offer was queen.

Traffic is still king of the game, but now there’s a new queen in town, and her name is Content. The offer has been demoted – it’s not nearly as important as content because nowadays without content, you cannot get traffic to see your offer in the first place.

At the same time, campaign promotion has replaced direct promotion.

Instead of directing traffic straight to your offer, you should now focus on sending your traffic to a content piece (blog post, video or article) on a site you control first (such as your website, sales landing page etc).

The content piece drops a retargeting pixel (so long as you have created one in Facebook and cut and pasted it into your website header and/or your clickfunnel pages) and this pixel fires off a retargeting ad that promotes your offer.

This is the New Rule of Marketing.

You advertise and promote your content, and the way the visitor interacts with your content determines whether or not they progress into your sales funnel.

Retargeting campaigns help tie it all together.

Content has tons of advantages.

It allows visitors to get to know you and your products and services without the pressure of a sale.

After all none of us like to get sold!

It establishes you as an expert and authority in the marketplace, plus it’s relatively cheap.

If you have ever run a pay-per-engagement boost to a post on Facebook, you will know how inexpensive it can be.

And guess what?

You can’t constantly run an offer, but you CAN constantly run content.

Content gets approved so long as it is relevant, interesting and educational. Facebook likes nice blog posts; LOVES video and Facebook Live content, along with native ads and viral content pieces.

And if you build up an asset such as a blog or authority site with your content (which you SHOULD be doing), it will become a traffic generator for you over time as you will start generating organic traffic and your site will start ranking for long tail (a string of keywords, like “How do I get six-pack abs?”) and product-related keywords in the search engines.

This is why we have been busy helping clients build "themes" each month that they can use as a guide for their monthly content.

To help you understand this and model the process yourself, I have attached below an Annual Content Theme Calendar for an Australian-based client and inserted key national events such as ANZAC Day and Melbourne Cup Day along with events such as Easter, Mothers and Fathers Days.

Mixed in with that are national and international health events that could and perhaps should play a part in the content created.

I have added more into the calendar to give you an idea of content, but would normally recommend you have one main theme per month.

Content Calendar for Personal Trainers

Example of an Annual Health Events Calendar for Personal Trainers and Fitness Studios

If you are looking for inspiration and wish to create an Annual Content Calendar that includes the local and national health events, head over to Google and type "Health Events [insert year] [insert your country here]" and you will get loads of ideas.

CLICK HERE for a great starting point that's been created by the NHS here in the UK.

Let me know how you get on and if this sounds like an effort, then yes it can be BUT it's the effort we need to commit to with the New Rule of Marketing so if you need help, then shout. I'm here to help 🙂


About the author, Andrew Wallis

From two decades in the corporate world to finding my freedom in fitness, I'm known as Braveheart—a Personal Trainer turned marketing maestro for Fitness Professionals. I'm all about unlocking potential and empowering Fit Pros to grow their businesses. 'Finding Your Freedom' isn't just a mantra; it's a collective journey I embark upon with my clients.

{"email":"Email address invalid","url":"Website address invalid","required":"Required field missing"}

Are You Making the Most of Your Fitness Business Marketing? Find Out Now with this Free Checklist!