How to Create a Content Strategy That Feels Like You (and Actually Works)
Marketing For Fitness Coaches Podcast with Kandace Dickson | CoachRx Podcast Network
Marketing for Fitness Coaches comes down to four things: build the strategy, build the system, coach through content, and play the long game.
This episode is about the first piece, your strategy and specifically, the thing that keeps your content from sounding like everyone else’s: your content signature.
If your posts feel generic, it’s not because you lack ideas. It’s because you haven’t created clarity around how you express them. That clarity is your filter for what to make, how to say it, and how to repeat it without becoming repetitive.
Below is the 5-part framework we walk through in the episode. Use it to define what you want to be known for, put your voice into the work, reinforce your message without copy-pasting yourself, spin one idea into ten posts, and spot the signature that’s probably already showing up in your feed.
Part 1: Define Your Coaching Content Signature
If trust is built on recognition, your audience needs something recognizable. That’s your content signature, the repeatable pattern in what you say and how you say it.
Grab a pen and answer these:
Core Belief: What idea sits under everything you coach?
Examples: “Consistency beats intensity.” “Structure creates freedom.” “Master the boring stuff.”Delivery Style: How do you naturally teach?
Direct. Story-driven. Teacher-ish. Quietly authoritative. Warm and encouraging. Pick the one you can sustain.Takeaway Sentence: If someone binged 10 of your videos, what single idea do you want stuck in their head?
Write the sentence. This becomes your north star.
That trio, belief, style, takeaway, is your signature. You already coach like this; now you’re naming it so your content can match.
Part 2: Turn Generic Ideas Into Content That Feels Like You
Generic: “Be consistent.”
Signature version: run it through your filter.
Surface (what everyone says): “Just be consistent.”
Problem (what’s missing): Consistency feels impossible without a structure that fits real life.
Your Signature (belief + style): “Consistency isn’t motivation, it’s micro-structure.”
Coach it: Show the three micro-structures you program (wake routine, anchor workout, default dinner) and one easy way to start today.
Now it sounds like you, not “a fitness account.”
Use this quick filter before you publish:
Does this align with my core belief, match my style, and help someone take one tiny step toward their goal? If yes, ship it.
Part 3: Reinforce Without Repeating Yourself
Fear: “If I say the same thing, I’ll be boring.”
Reality: people don’t remember what you post, they remember what you repeat with intention.
Ways to rotate the same core idea:
Change the story: client win, past mistake, behind-the-scenes process.
Change the format: 30-sec reel, carousel checklist, one-liner, voiceover, talking head, mini-lesson.
Change the angle: myth to bust, FAQ to answer, step-by-step, “try this, not that,” common obstacle and fix.
Change the scope: zoom out to principle, zoom in to one rep, one swap, one habit, one script.
Same message, new doorway. That’s how you become memorable and valuable.
Part 4: Turn One Idea Into Ten Pieces (Without Burning Out)
Example signature belief: “Structure creates freedom.”
Build ten posts from one belief:
Principle: Why structure beats motivation.
Myth: “Structure is restrictive”, reframe it as flexibility with boundaries.
How-To: The 3-block day (move, fuel, sleep).
Client Win: What changed when Anna embraced a weekly plan.
Mistake: Over-structuring, signs you’ve gone too far and how to dial back.
Tool: Your simplest planning template (show the actual checklist).
Story: The week you skipped planning and what broke.
Script: What to say to yourself when life blows up your plan.
Swap: One default dinner that saves your weekday macros.
CTA Clip: “Want my structure starter? Grab the checklist” (lead magnet invite).
Ten angles, one message. This is how you build a binge-able body of work that still feels fresh.
Part 5: Audit Your Last 10 Posts and Spot What’s Already There
You probably have a signature peeking through your work. Let’s find it.
Scroll your last ten posts and note:
Belief breadcrumbs: What idea keeps showing up even subtly?
Tone & pacing: Are you punchy, reflective, nerdy, calm? Which posts felt most you?
Pattern of value: Do you default to story, demo, list, or reframe?
Default CTA: What do you invite most often, save, comment, DM, lead magnet? Does it help them go deeper or enter your marketing system?
Write a one-sentence summary of what you see. That’s your current signature. Keep what’s true, tighten what’s fuzzy, and align your next month of posts to it.
The 60-Second “Signature Post” Outline (Use This Today)
Hook (one breath): Name the struggle in your person’s words.
Reframe (your belief): The reason it’s not working and the shift that does.
Do this (one step): A single action they can take today.
Bridge (soft CTA): “If you want the checklist/template, grab the link in bio.”
Simple. Coach-like. On brand.
Common Pitfalls to Avoid
Borrowed voice: If you can’t say it live to a client, don’t post it.
Idea chasing: More ideas ≠ more impact. Depth wins.
In-post selling: Coach in public; convert in private (lead magnet, email, consult).
Inconsistency: Your signature works because it compounds. Commit to a cadence you can keep.
Action Step (Start Here)
Write your belief + style + takeaway sentence.
Draft one post using the 60-second outline.
Pick three angles from Part 4 and schedule them for the next two weeks.
Add one lead-magnet bridge that matches your belief.
You don’t need a new personality, you need a clear signature and a repeatable way to ship it. That’s how you create content that feels like your coaching: specific, clear, and impossible to copy.
If you want a one-page planner to map this all out, grab the One-Page Marketing Plan and start building your library, one signature post at a time.
Marketing is a practice. Your signature is the reps. Keep going.
Next Steps
👉 Download your free one page marketing plan!
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And don’t forget, Marketing for Fitness Coaches is part of the CoachRx Podcast Network, a collection of shows designed to elevate the coaching conversation. Discover more shows in the CoachRx Podcast Network here.
👉 Have questions? If you have a question or want feedback on your lead magnet idea, DM me on Instagram @marketingforfitnesscoaches or @coachrx.app
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