Ever feel like your marketing strategy is more of a wild guess than a precision tool? Let’s fix that!
We’re going to dive deep into content mapping with a hypothetical but very real example by using FitFlex Studios, a premium fitness facility in Sunny Miami. FitFlex has cracked the code to convert leads into engaged members by using a full-funnel strategy.
They’ve also prioritized what I call, “The Fourth Forgotten Funnel” which keeps increasing the lifetime value of their members – more on that later!
Table of Contents: Grab What You Need!
- Why Bother with Content Mapping?
- Meet FitFlex Studios – A real (but kinda not) example of content mapping
- Full-Funnel Content Playbook:
- TOFU
- MOFU
- BOFU
- The Fourth Forgotten Funnel
- Mic Drop
What is Content Mapping and Why Should You Care?
Content mapping isn’t just about filling up your content calendar—it’s about aligning the right content with the right stage of your buyer’s journey. From grabbing attention with eye-catching blogs to sealing the deal with irresistible offers, it’s all about strategy. And yes, there’s a way to do it without just throwing things at the wall to see what sticks. For fitness studios and wellness facilities, this means crafting messages that speak directly to the unique needs and stages of your customer’s / member’s journey.
FitFlex Studios: Case Study for a High Converting Funnel
Imagine a place where every piece of content effortlessly guides you towards becoming fitter, happier, and ready to tackle anything—welcome to FitFlex Studios.
FitFlex Studios uses our suggested approach of including three value-rich content types for each funnel stage. They also include a “lead magnet” at each stage which we highly recommend.
A quick note on lead magnets: Do not create mediocre offers. It will tarnish your brand and kill all your future offers. Comprende?!
Awareness Stage
Top-of-the-Funnel (aka TOFU)
Early leads are just window shopping, but that’s no reason to slack on your swag – Without awareness, conversions ain’t likely to happen!
- Blog Posts: Blogs should be used as a “soft setup” to educate our audience.
FitFlex uses educational content like, “5 Best Body Fat Burning Modalities”.
- YouTube Series: According to HubSpot, YouTube subscribers are the most important.
FitFlex uses videos like, ‘Spotlighting Trainers’, ‘Breaking Myths’, ‘Easy Meal Prep Demos’ – reminder, FF Studios is a body fat burning wellness facility.
- Infographics (lead magnet): Infographics are a visually compelling way to convey statistics and value-added information.
FitFlex uses infographics like, “Cryotherapy Explained: How Chilling Out Eviscerates Body Fat” or “The Science of Body Fat Reduction”
On that note, we’re offering 60 minute strategy sessions ON US!
Consideration Stage
Middle-of-the-Funnel (aka MOFU)
MOFU is all about building trust and further adding integrity behind your brand.
- Live Stream: Live stream ‘anything’ immerses the potential buyer without having to commit.
FitFlex showcases “Live Stream Classes” on…you guessed it…YouTube!
- Success Stories: Success stories are different to short useless testimonials that tell the reader how great you are. Instead, success stories lead with pain points and how you helped overcome them!
Janet details why it was so difficult to lose body fat until she found FitFlex because their modalities reduced inflammation.
- eBook (lead magnet): eBooks are a great way to build trust by really showing off your knowledge on the subject matter.
FitFlex Studios published a free downloadable eBook called, “Inside Miami’s Best Workouts: A Fitness Studio’s Secret Playbook”.
Decision Stage
Bottom-of-the-Funnel (aka BOFU)
We’ve officially made it to the conversion promise land – Now we need to create compelling offers that will convert leads to customers.
- Virtual Tours: Virtual tours can work wonders when executed properly. We work with mental health facilities, real estate firms and others who constantly shoot poor virtual tours – nobody wants to watch 2 minutes of boring b-roll with zero narrative!
FitFlex Studios uses an MTV Cribs-like approach where the Founder walks through the facility and spontaneously bumps into trainers. (sidenote – I’m likely showing my age by referencing MTV Cribs – who remembers the infamous Redman crib?!)
- Quiz, Polls and Assessments (lead magnet): A quiz, poll and/or assessment are all great ways to interact with leads, and identify improvement areas to capture their intrigue.
FitFlex studios offers a free Body Fat Composition Assessment which informs fitness fanatics on how they can reach their ideal body fat percentage.
Curious about where your brand stands? We’re offering a free 30 minute brand assessment that’ll quickly determine if you’re a “Brand Leader” or in a state of “Brand Emergency.”
Bundles: Bundles aren’t only applicable to fitness eCommerce brands but also service-based businesses like fitness and wellness facilities. With a three-month membership.
With a three-month membership, FitFlex offers an individualized nutrition workshop and 20% off (insert your favorite) Meal Prep company….I’ve tried Hungry Root, Purple Carrot but my fav right now is Hello Fresh)
The Fourth Forgotten Funnel
I see it all the time – brands spend large amounts of money on paid ads and marketing activities and when the leads convert to customers, they’re forgotten like New Year’s Resolutions.
The Fourth Forgotten Funnel is what we, at Kaze, refer to as “Client Retention and Engagement”. A good retention strategy will also increase the Lifetime Value (LTV) of your customers.
Large brands in particular are culprits of this which is evident based on poor responsiveness on customer issues, inadequate rewards for loyalty and generic customer communication.
Cheat Code: Your communications will be far less generic if you intentionally segment your customers and email lists.
Mic Drop
Remember, mapping content to each stage of the buyer’s journey isn’t just about making sales—it’s about creating an experience so compelling that your members wouldn’t dream of being anywhere else.
If your leads are reaching BOFU but not converting to a paying customer, you have a bigger problem my pedigree chums. It’s likely your product, service and/or experience are off the mark.
Fancy a free 60-min strategy session so we can pop the hood and increase your conversions
We’d Love to Hear from You!
Got thoughts or questions about content mapping for your fitness business? Or maybe a success story to share? Drop us a comment below!
