Frameworks Episode 12 Recap: The Content Strategy Coaches Need to Win in 2025
Frameworks with Carl Hardwick | CoachRx Podcast Network
In Episode 12 of Frameworks, Carl Hardwick sits down with OPEX & CoachRx CMO Kandace Dickson to unpack how coaches should market themselves in 2025. Kandace, brings over two decades of hands-on digital marketing expertise and breaks down essential insights specifically tailored for fitness coaches.
Why This Conversation Matters
The fitness coaching landscape has dramatically shifted online, where creating impactful content isn't optional. Many coaches feel overwhelmed by the fast-paced evolution of online marketing, algorithm changes, and the constant pressure to produce engaging content.
Kandace addresses these exact challenges head-on, offering clear strategies for coaches to cut through the noise, stay relevant, and effectively turn content creation from a daunting task into a sustainable and rewarding process.
Recognizing these struggles, Kandace personally launched the Marketing for Fitness Coaches podcast to provide direct, practical support, helping coaches navigate digital marketing more effectively and confidently.
During this discussion Kandace shares three new rules of marketing and several implications for coaches creating content with the goal of client acquisition. Kandace's insights challenge coaches to rethink and elevate their marketing. This conversation gives practical strategies to future-proof your content, remain impactful, and achieve sustained success into 2025 and beyond.
Use these frameworks consistently. Coach with clarity and confidence. Play the long game.
3 New Rules of Marketing in 2025:
Rule 1: Signal Your Audience (and the Algorithm)
Platforms now prioritize matching content to audiences who don't know you yet. Your content needs a clear and consistent focus. Make it valuable, shareable, and worth bingeing to attract and keep attention.
Rule 2: Build a Bingeable Body of Work
Short-form content must instantly capture attention, entertain, educate, and encourage engagement. But your long-form content—like podcasts and videos—builds deeper trust. Ask yourself: Is your content worthy of someone's evening, commute, or downtime? The new bar is set high.
Rule 3: Build the System Behind the Scenes
Effective marketing demands strategy. Guide prospects from discovery to decision deliberately and intentionally. Your marketing system must align seamlessly with your offer, your strengths, your business model, and it must be sustainable long-term. Move away from random posts and rushed launches.
Key Takeaways for Coaches:
1. Embrace Your Role as a Creator
Today's digital marketing isn't passive. Every coach must actively create content that reflects their personality, coaching services, and expertise. Marketing is coaching before coaching begins.
2. Content Should Serve, Not Sell
Effective content isn't about showcasing yourself. It's about clearly solving your clients' problems and providing immediate, tangible value. Avoid technical jargon and focus instead on actionable advice that clients can apply right away. Aim for small wins that they can connect directly back to what you have shared.
3. Prioritize Long-Form Content
Short-form content is demanding, it must instantly engage, entertain, and educate. Kandace suggests prioritizing long-form content like podcasts or YouTube videos to build trust and deeper connections, crucial for lasting client relationships and leveraging that high value content to clip and repurpose into short form that attracts new views.
4. Strategic Focus and Consistency
Define your niche clearly. Kandace advises coaches to list out 50-100 specific problems their ideal clients face. This approach creates a solid foundation for consistent, impactful content creation. You have to think beyond the “bio niche statement” and purposely create content for the audience you serve.
5. Systemize Your Content Workflow
Great marketing isn’t random. Kandace outlines a structured workflow: continually gather content ideas from client interactions, batch-produce weekly anchor content, clip and repurpose for daily posts, and most importantly use all content to drive awareness of your lead magnet (your most important client offer). This marketing system creates a sustainable and optimizable foundation for client acquisition without burnout.
6. Lead Magnets and Client Conversion
A high-value lead magnet that enables a quick client win is essential. Whether it’s a mini-course, personalized advice, or a detailed guide, it must genuinely reflect your coaching approach and offer. This piece is key for converting interest into client relationships.
Subscribe to the Marketing for Fitness Coaches Podcast on Youtube or Spotify. Find the show blogs here.
Listen to Episode 12 Now
▶️ Watch on YouTube
🎧 Listen on Spotify
📖 Catch up on past episodes + blog recaps
Have questions? DM Carl on Instagram @hardwickcarl
Frameworks is part of the CoachRx Podcast Network, your hub for principled, purpose-driven coaching conversations.
For more shows, visit: coachrx.app/podcast-network
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