Content Marketing Considerations for Clubs (Part 2)

In a recent blog post, we discussed what content marketing is, why blogging on your website is an important part of your club's marketing and the ways blogging can help your club support your communication goals.

Starting and maintaining a blog is easier said than done, I know! But you can do it, and I am here to be your cheerleader (and coach) and to tell you that it’s worth the time. If you do it right, it can have a big payoff. Not only will it help you attract new members, but it can be the best tool in your membership marketing tool bag to give your top sales agents, your members, a vehicle to share your club's culture.

Blogs have become vital to marketing today and are a strategic way to help connect your club stories to both your members and your prospects. They can help you subtly market the club while at the same time improve your organic search results and create a way to help your reader “take the next step” in getting to know you. By offering valuable information and resources packaged with a call-to-action, your reader can access more information about the topic they came searching for with the touch of a button. I will explain below. 

Without a blog, you are relying on your website copy and imagery to create a connection with your club. While a user-friendly and inviting website is paramount to your brand, it remains static unless you add ongoing content to it. And a blog is a great way to address this.

Without a blog, your SEO rankings can be stagnant, you’ll have nothing to promote in social media, and you will have considerably fewer web pages to post valuable calls-to-action on to generate new leads.

However, if you spend all your time writing content that is internally focused and not considered newsworthy, or just write without an understanding of how search engines work, you are missing out on a strategic marketing opportunity that can have a significant impact on your lead generation results. Here are some tips to help you better understand SEO for blogging.

Blogging builds a bridge to prospects

A blog post can be a powerful sales ally to clubs that invest the time in understanding the motivations of their target prospective member. Understanding the most frequently asked questions prospective members ask before joining your club are some ideal blog topics you can begin to write about. 

Wondering how your targeted prospects find your blog? Your blog is an extension of your website. So it can be found when a visitor is exploring your site or social media communities. It also can be found by search engines when someone is looking for specific information that you happen to have written about.

How blogging brings in better leads

Here’s an example: “John Smith” has been considering a membership at a private club for some time. He is getting serious about joining and knows that the decision to make this kind of investment will require his wife to be equally excited.

As much as John loves golf, he knows he needs to find a club that caters to not only his wife but his two kids — this is a family decision. John needs to arm himself with information to help him determine the best options for his family. So, he does what most of us do. He goes online and searches “best private clubs for families” and finds a blog post from a nearby club titled, “Finding the Best Private Club for You and Your Family.” The article outlines the many benefits the local club offers including a myriad of activities for kids of all ages. John was familiar with the blog's author, Kingston Country Club, but was unaware of how family-friendly the club appeared to be. 

A blog is also a gateway to turning a reader into a prospect. In this example, it’s important to note that at the bottom of the blog, there is a branded call-to-action inviting John to take action, and download a relatable resource titled "The Family Guide to Four Seasons of Fun at Kingston Country Club."

In this download, the reader can get more of an “up close and personal” look at what opportunities and programming exists year-round at the club. No question John is interested in this content and fills out the short form to access the guide. This was exactly the kind of information he knew would resonate with his wife! 

This is the beautiful beginning of the relationship with Kingston Country Club and John Smith. John went from an “unaware” reader of content to an interested prospect valuing the resources Kingston provided him. Don’t look now, but John Smith just became a lead for Kingston Country Club! The next ideal step in their relationship is for the club to email John more useful tips and insights and perhaps, even share a testimonial from a like-minded member who has loved the family-friendly attributes of Kingston.

Want to see lead generation for clubs in action? Here’s an example of “Larry” who is looking for information on justifying the cost of a private club.

Here are some additional tips and considerations before jumping in and publishing a blog.

Need more help?, Click here to set up a time on my calendar, and I will give you some step-by-step instructions for launching your club’s blog.