Blog Content Strategy for Coaches: How to Attract Clients, Not Just Views
If you’ve been blogging consistently but still not seeing client enquiries, you’re not alone.
Many coaches create thoughtful blog posts, but without a clear strategy, those posts often disappear into the void.
Let’s fix that. A well-structured blog content strategy helps you:
Speak to your ideal client
Position yourself as an expert
Create content that connects directly to your offers
In this guide, I’ll walk you through a simple 5-step system to build a blog strategy that brings clarity and clients, no overthinking required.
Why Strategy Matters More Than Just Posting
Writing without a plan leads to scattered topics, inconsistent traffic, and very few conversions.
But when your blog follows a strategy aligned with your coaching niche and services, it becomes one of your most powerful business tools.
Think of your blog like your digital voice: it’s what Google reads and what potential clients read. When both are clear on who you help and how, they’re more likely to trust you — and buy from you.
5 Steps to Build Your Blog Content Strategy
1. Get Clear on Your Ideal Client
Start by revisiting who you’re actually writing for.
Ask yourself:
What are they struggling with right now?
What words do they use to describe those challenges?
What kind of transformation are they looking for?
A great blog strategy starts with empathy, write posts that sound like answers to the questions already in their heads.
2. Choose 3–4 Core Content Pillars
These are your go-to themes, the recurring categories that align with your coaching niche and client journey.
Examples:
Confidence, career transition, and mindset (for life coaches)
Nutrition, behaviour change, and hormones (for health coaches)
Each blog post should fall under one of these pillars to reinforce your expertise and support future internal linking.
Still feeling unsure about how to define your content pillars? In this free 30-minute webinar, I walk you through the exact framework I use — including how to build “umbrellas” that connect your content to your coaching services without feeling repetitive.
→ Watch the free webinar here
3. Plan for Internal Linking & CTAs
Don’t wait until you’ve written 20 posts to start linking them. Plan ahead.
Every post should:
Link to another blog (e.g. a related pillar topic or beginner post)
Link to your services or lead magnet (e.g. “Want more? Download my free checklist here”)
This keeps people on your site and guides them toward working with you.
4. Build a Monthly Blogging Habit
Consistency matters more than frequency.
If you post once a week for a month and then disappear, Google won’t trust your site long-term. But one well-written blog post per month is enough if it follows a clear strategy.
My tip: batch content creation. Outline 3 posts at once, then write and schedule them together.
5. Track What Converts (Not Just Traffic)
Don’t get distracted by pageviews alone.
Use tools like Google Analytics or built-in WordPress stats to track:
Which posts lead people to your email list
Which posts get clicks on “book a call” links
How long people stay on each post
Then, double down on what’s working, and repurpose those topics for LinkedIn, your newsletter, or Instagram.
Common Mistakes Coaches Make with Blogging
If you’re struggling to stay consistent or grow your blog, check if you’re doing one of these:
Writing only what you feel like writing, instead of what your clients are searching for
Publishing without linking, every blog should point somewhere
Trying to be everywhere, don’t write blogs and newsletters and social posts with no overlap
Using clever titles, but not searchable ones (e.g., “The Storm Before the Calm” vs “How to Find Calm During Burnout”)
Your Next Steps
A clear blog content strategy helps you stop guessing, stay visible, and attract better-fit coaching clients.
Start with your audience, map your pillars, build a rhythm, and most importantly, write content that connects to your offers.
Want help building this system?
I’ve just launched my Blog Strategy Package, a done-with-you service where I map out 12 tailored blog ideas for your niche, connect them to your coaching offers, and build an internal linking strategy that boosts visibility.
Pin this guide for later and share it with other coaches who are struggling with their blog SEO!
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