If you want to share your passion for fitness or grow your roster of clients, a blog is a great option. You’ll be able to provide your current clients with valuable resources and connect with a wider audience.

A good fitness blog does two things: it positions the author as an expert or authority figure in the market; and it gives readers advice and information they need to lead healthy and motivated lives. If you are able to create quality content, you can showcase your work and knowledge outside the confines of your current facility.

Here are four tips that will help you create a fitness blog to connect with your clients and attract new ones.

1. Write with one customer in mind

Blogging is one-to-one communication. Write posts as if you were communicating with only one client. Put yourself in the client’s shoes; identify and answer the questions you hear most often.

2. Create an editorial calendar

One of the first things you should do is decide how often you can post new articles. Use a calendar and set realistic goals. It’s advisable to start slow and post only once per week until you are accustomed to the process.

Create a large list of topic ideas to have several posts on your schedule. Identify how you will share your posts through email and social media.

3. Be yourself

Writing a blog post isn’t like writing a term paper. Let your personality shine through! I especially like John Romaniello’s fitness blog for his style and personality. John is an accomplished trainer who takes his craft seriously, but he also shares his knowledge in a fun, creative way. Take a look at John’s about page. You can get a feel for his attitude, dedication and philosophy of fitness.

4. Keep it simple and to the point

People have short attention spans. Effective blog posts can be just 300 words. Give your clients and prospects the insight they need—and nothing more. Your posts don’t have to be long to be effective. Keep them short and simple.

Think of how you grew your client list. Most likely, you trained one person who told his friends why he finally stopped making excuses  about going to the gym and got in shape. Those friends then told other people, and, suddenly, you had more clients.

Use your blog as an extension of what you’re already doing: helping people live a healthier lifestyle. In return, they’ll be more than happy to share and promote your service.

Read more:

• How to Become a Strength Coach
• Give Yourself a Career Advantage With Fitness Certifications Before Earning a Degree