The 3 Pieces of Content Every Coach Should Have

A graphic showing a smiling woman holding a laptop on the left, with speech bubbles on the right containing short marketing phrases. A pink banner at the top reads “MARKETING FOR COACHES,” and a pink bar runs along the bottom of the image.

If you’re a coach or consultant, you don’t need to be everywhere.

You don’t need to post every day.
You don’t need to chase trends.
You don’t need a complicated content strategy.

What you actually need is to put in place a small number of content pieces that consistently do the heavy lifting for you.

Because when content works well, it:

  • Attracts the right people
  • Builds trust quickly
  • And moves people towards working with you

Without you having to constantly “show up” in new ways. Here are the three pieces of content every coach should have.

1. A Clear “This Is What I Do” Piece

This is your foundation.

It answers:
👉 Who you help
👉 What you help them with
👉 Why it matters

But most coaches overcomplicate this.

They either:

  • Say too much
  • Or say it in a way that feels vague

Your job here is simple: Make it easy for someone to recognise themselves in your work.

What this might look like:
  • A pinned LinkedIn post
  • Your homepage headline
  • A short “about” post
  • A simple landing page
Through an archetype lens:
  • Caregiver → “I support people who feel…”
  • Sage → “I help people understand…”
  • Creator → “I help people build…”
  • Hero → “I help people achieve…”

2. A “This Is How I Think” Piece

This is where trust is built.

Because people don’t just buy what you do—they buy how you think.

This type of content shows:

  • Your perspective
  • Your approach
  • Your way of seeing things

It’s what makes someone think:

👉 “This is different”
👉 “This makes sense”
👉 “I like how they approach this”

What this might look like:
  • A blog post (like this one)
  • A LinkedIn article
  • A short video explaining your approach
  • A framework or model you use
This is where most people go wrong:

They share information—but not perspective. And information alone doesn’t convert.

3. A “Start Here” Entry Point

This is the piece most people are missing. You’ve attracted attention. You’ve built trust. Now what?

Most coaches default to: 👉 “Book a call”

But that’s a big step for someone who’s just found you. Instead, you need a natural next step.

This could be:

Something that:

  • Helps them
  • Engages them
  • And moves them closer to working with you

Why This Matters More Than Posting Daily

You don’t need more content. You need better-aligned content.

Because these three pieces:

  1. Attract
  2. Build trust
  3. Convert

When they’re working, everything else becomes easier. Think of it like a simple system:

  • Your message → draws people in
  • Your thinking → builds connection
  • Your entry point → moves them forward

Same structure. Different expression—depending on your archetype.

➜ Want to See What This Looks Like for You?

If you want to understand how your personal brand naturally attracts and converts clients:

👉 Take the Personal Brand Archetype Quiz

It will show you:

  • How you connect best
  • What your content should sound like
  • And how to build a system that works for you

➜ Prefer to Talk It Through?

If you’d rather explore how this could work for your business, you’re very welcome to book a short call.

No pressure—just a conversation to help you get clear on what’s working and what to focus on next.

👉Book a 20-minute strategy call with me – let’s build something brilliant together.