As health coaches and practitioners, one of the most powerful tools you have to grow your health business is your content strategy.

Whether it’s social media posts, blog articles, emails, or podcasts, your content can make or break how effectively you connect with your ideal clients.

But let’s face it: creating a content strategy for your health business that actually works to attract and engage the right people can feel overwhelming, especially in an industry that’s constantly evolving.

The key to creating content that stands out—and leads to actual client conversions—is understanding your ideal client on a deep level.

I’m not just talking about their age, gender, or whether they prefer green juice or collagen lattes.

I’m talking about understanding what’s going on in their minds, their hearts, and even the nitty gritty details of their daily lives.

So today, I want to break down exactly how you can get clear on who your ideal client is, how you can use that clarity to create content that resonates deeply, and why this approach to a content strategy in your health business is going to save you a ton of time, energy, and frustration in your marketing efforts.

Let’s dive in!

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Why Knowing Your Ideal Client Changes Everything

When I first started coaching health practitioners, one of the biggest challenges my clients faced was attracting the right people.

Many of them were pouring time into content that seemed to go nowhere. Maybe you’ve been there, too.

You’re writing blogs, posting on Instagram, or sending emails, but the response is crickets—or worse, it’s coming from people who aren’t actually serious about working with you.

Here’s the hard truth: If your content strategy isn’t attracting your ideal clients to your health business, it’s not because you’re not good enough or because the market is too crowded.

It’s likely because you’re not speaking directly to the people you want to serve.

When you truly understand your ideal client, it allows you to:

• Create content that builds trust. Your audience feels like you’re speaking directly to them because you understand their struggles and desires.
• Stand out in a crowded market. You’re not competing with every other health coach out there—you’re carving out a space that’s uniquely yours.
• Generate qualified leads. Your content naturally attracts people who are ready and excited to work with you.

If you feel like your content isn’t working, it’s not about creating more. It’s about creating better, more targeted content.

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Step 1: Get Into the Mind of Your Ideal Client

Before you can create a content strategy that resonates, you need to know exactly who you’re talking to.

This means going beyond surface-level details like “women in their 30s who want to lose weight.”

Instead, dive deep into their:

1. External Problems: These are the tangible issues your client is facing. For example:
   • “I can’t lose weight no matter what I try.”
   • “My energy levels are so low I can’t get through the day.”
   • “I have constant bloating, and I don’t know what’s causing it.”
2. Internal Struggles: These are the emotions tied to their external problems. Ask yourself:
   • How does not losing weight make them feel?
   • What emotions come up when they think about their energy struggles?
   • Are they frustrated, embarrassed, or feeling hopeless about their situation?
3. What They’ve Tried: Your ideal client has likely tried multiple solutions to their problems. Think about:
   • What diets, supplements, or programs have they already tried?
   • What advice or strategies have they followed that didn’t work for them?

By understanding these three areas, you’ll be able to create a content strategy that connects on a deeper level.

Action Step

Take 20 minutes to write down what you know about your ideal client’s external problems, internal struggles, and past attempts at solving their issues.

If you’ve worked with clients before, pull insights from those experiences. If you’re newer, think about your own journey or conversations with people in your audience.

Want to get more high-paying clients every week? Get instant access to my free training: How To Reach $10k+ Months With Dream Clients And Get There With Your Dream Schedule!

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Step 2: Speak to Their Pain Points (Without Making Them Feel Worse)

One of the most effective ways to grab your audience’s attention is by addressing their pain points. But here’s the thing—there’s a right way and a wrong way to do this.

The Wrong Way:

Some marketing strategies suggest leaning heavily on fear, shame, or guilt to motivate people. You’ve probably seen this before:

• “If you don’t fix your gut health now, you’ll end up with irreversible disease!”
• “Struggling to lose weight? It’s because you’re lazy and undisciplined.”

This approach might get clicks, but it doesn’t build trust. If anything, it leaves people feeling worse about themselves, which doesn’t inspire them to invest in your program.

The Right Way:

Acknowledge your ideal client’s struggles with empathy. Show them you understand where they’re coming from, and immediately provide hope.

For example:

• “You might feel like you’ve tried everything to fix your gut issues, but nothing seems to work. I’ve been there, and I know how frustrating it can be. The good news is that there’s a solution—and it doesn’t involve endless elimination diets or expensive supplements.”

Notice how this acknowledges the pain but quickly shifts into encouragement and possibility.

Action Step

Review your recent content. Are you addressing your ideal client’s pain points with empathy and hope, or are you unintentionally making them feel stuck? Make sure your tone reflects compassion and understanding.

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Step 3: Reframe Common Misconceptions

A big part of connecting with your audience is helping them shift their beliefs about what’s possible. Many of your clients are likely holding onto misconceptions that are keeping them stuck. Your job is to help them see things differently.

Here are a few examples I often see in the health space:

• Misconception: “I just need more willpower to lose weight.”
  • Reframe: “The problem isn’t your willpower—it’s that you’re following a plan that doesn’t work for your body’s needs.”
• Misconception: “My gut health issues will never get better.”
  • Reframe: “Your gut is incredibly resilient. With the right approach, you can restore balance and start feeling like yourself again.”

These reframes aren’t just helpful—they’re empowering. They show your audience that success is possible when they take the right steps.

Action Step

Identify one misconception your audience likely believes. Create a piece of content—like a social media post or blog—that reframes it and offers a new perspective.

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Step 4: Show Them the Cost of Staying Stuck

Most of your potential clients are focusing on the cost of investing in your program. But what they’re not considering is the cost of not taking action.

This isn’t about fearmongering—it’s about helping them see the bigger picture.

For example:

• “You might think that skipping out on hiring a coach will save you money. But think about what staying stuck is costing you. How much money are you spending on supplements or programs that don’t work? How much energy are you losing by not addressing the root cause of your fatigue? And how much is it costing you to miss out on the life you really want?”

When you frame the cost of inaction, you’re helping your audience see the value of making a change.

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Step 5: Give Them Quick Wins

One of the best ways to build trust with your audience is by giving them small, actionable steps they can take right now. These “quick wins” not only provide value but also show them that your approach works.

Examples of Quick Wins for Health Clients

• A 5-minute morning routine to improve digestion.
• A list of three simple foods to boost energy naturally.
• A journaling exercise to identify stress triggers affecting their health.

These quick wins don’t need to be groundbreaking. They just need to help your audience feel like they’re making progress.

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Step 6: Use Client Stories to Build Connection

There’s nothing more powerful than a story. Sharing real-life examples of clients who’ve experienced transformations through your program helps your audience see what’s possible for them.

When sharing client stories, be sure to include:

• The starting point: Where was the client before working with you?
• The process: What steps did they take, and how did you guide them?
• The result: What transformation did they experience?

For example:

“One of my clients, Sarah, came to me feeling completely defeated about her gut health. She’d tried every elimination diet under the sun but was still dealing with bloating and fatigue. Through my [methodology], we discovered that her real issue wasn’t food—it was stress. After three months of working together, Sarah not only healed her gut but also gained energy and confidence she hadn’t felt in years.”

Stories like this help your audience see that transformation is possible, even if they feel stuck right now.

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Step 7: Always Include a Clear Call to Action

If your content doesn’t include a next step, you’re leaving your audience hanging. Every piece of content you create should guide your audience toward taking action, whether it’s downloading a free resource, signing up for a webinar, or booking a discovery call.

For example:

• “Struggling with low energy? Download my free guide to the top 5 energy-boosting foods!”
• “Ready to heal your gut for good? Book a free discovery call to learn how I can help you.”

The key is to make your CTA specific, actionable, and tied directly to the content they just consumed.

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A Powerful Content Strategy For Your Health Business

Creating a powerful content strategy as a health coach or practitioner isn’t about doing more—it’s about doing it with purpose.

When you take the time to deeply understand your ideal client, speak to their struggles with empathy, and offer them hope and solutions, your content will naturally attract the right people to your business.

So take the time to connect with your audience. Understand their pain points, reframe their misconceptions, and show them what’s possible when they work with you.

Not only will your content improve, but you’ll start building a community of people who are ready and excited to take the next step with you.

Want step-by-step guidance to create a health coach content strategy that attracts clients and grows your business? Join one of my health business growth programs, where you’ll learn proven strategies like this to connect with your ideal audience and boost your revenue.