Toying with the idea of creating your very own yoga brand? The dice to play by here is nothing but your content and its marketing strategies! What we are looking at is a global field with a multi-hundred yoga styles, yoga credos, and cults of yoga personalities rising to prominence every now and then. The art is five thousand years old and still endlessly and very organically evolving, with a million different kinds of pulls for different people. How can your content find a niche in such an organically developing field, that is the crucial question!
What many yoga entrepreneurs do not realize is, content marketing approaches in yoga cannot be anything like in other service industries. In yoga, we talk about mind-body wellbeing and self-empowerment—ideas that have a strong aura but are difficult to explain and demonstrate. In this industry, the driving factor of customer action is not the end product but the enriching journey yoga promises to soul seekers. And how do you make your content more believable about individual journeys and individual transformation? The answer is unmistakable— by showcasing more of individual journeys with yoga. If you are a teacher and looking to engage the yoga community in your classes, bring forth content that can speak volumes about your unique highs and lows, the story of transformation that has your essence.
Strategizing for Different Segments of Audience
There is no one-posture-fits-all yoga method. From person to person, in light of their unique body-mind-spirit condition, yoga as an experience takes different levels of meaningfulness. For some yoga is therapeutic because of its holistic healing properties. Sufferers of chronic pain or hormonal deficiencies move to yoga when mainstream medics fail to uproot the anomaly. In another case, yoga can be seen as an effective fitness regime, as a more hippie alternative to gym or Zumba. In the same plane, many people gravitate towards yoga for its sheer career prospects.
As a yoga content strategist, your first task would be to segregate your audience, and set clear marketing goals for each group. Hand out tricks and tips for healing with yoga, catalogue the benefits of the ancient discipline in maintaining health and inner peace, coach careerists to certified training with the option to register with Yoga Alliance.
Appealing to a Wide Range of Content Types
Keeping the segregation in mind, start new types of yoga-based programs and generate related content of the informative category. Feature different types of visual and infographic content to make subjects lucid. Issue posture charts and relate the physical workout aspect of yoga elaborately with its philosophy and higher goals.
Here is a glimpse of types of content you may utilize—
- Blog Posts: Come up with topics relating to the unexplored and challenged areas in the practice of yoga. Share your views on yoga that could be relevant for modern times—yoga in the corporate space, yoga for the deskbound, and those living by an erratic schedule. Delve into your own experiences and shed light on aspects of yoga that changed you. Expand beyond generic topics to more specific areas of concern and show off your depth of understanding. Observe and analyze audience responses to increase your insight of the industry. When you are sharing your blog on different media platforms, invite your audience to share their experiences back.
- Video: Visual learning has great importance in yoga. The model of instruction and following in the yoga class is mostly visual. You need to harness the visual potential of this learning method in your content planning by making a video tutorial of basic postures, pranayama, and meditation techniques. Give your videos inter title and footnote for different emphasis.
- Video can be a good mode for showing your personality as a teacher, proficiencies, and teaching skills. Create video features every now and then on your responsive website also to respond to a large number of enthusiasts looking for virtual training.
- FAQ: One look at your website should guarantee the transmission of a volume of information to your audience. Make this possible with FAQ columns featuring on your site. Bring to light basic questions regarding foundation, central motivation, and the special service area of your enterprise in the FAQ form. Make a list of carefully observed questions from newcomers and veteran yogis alike and make FAQ entries of these on your home page. Don’t forget to link these back to elaborate articles or offer pages on your site.
- Other Medias: Take time to explore content marketing options in other media. Create podcasts, instruction manuals in pdf downloadable format, newsletters, and much else!
Liberties of an Organically Growing Industry
A decade back in time, where was the relevance of fusion yoga forms such as power yoga and hot yoga? A keen-eyed analysis of newly evolving yoga forms will reveal what dynamically growing field yoga is. Utilize the liberties of this industry which is spawning new definitions of different yoga styles every day to make your contents more interesting.
Take the liberty to veer from the seminal books on yoga, and appropriate styles innovatively to suit different temperaments. Reflect on your content the level of free mixing forms your yoga classes can introduce. Work on topics that can redefine known forms, like, “How Incorporation of Flow Style Can Maximize the Benefits of Hatha”, where Hatha is commonly understood to be a well punctuated, restful style of yoga while vinyasa is the style which embodies the ‘flow’.
These unique characteristics of the yoga industry make the content marketing game a lot more interesting than it is in other fields. Keep calm and play it clever!
Author Bio: Manmohan Singh is a passionate Yogi, Yoga Teacher and a Traveller in India. He provides Yoga Teacher Training in Rishikesh, India. He loves writing and reading the books related to yoga, health, nature and the Himalayas.