How Cobomba helps FitSW increase users with better-targeted content
FitSW software is the all-in-one app for personal trainers, coaches, and gyms. Their mission is to provide exceptional and simple software that empowers fitness professionals worldwide to grow their businesses and make the world a healthier place. Their technology provides fitness professionals the tools necessary to focus more on changing lives and less on managing administrative work.
We asked FitSW to share some of the challenges they face in growing their business and how Cobomba has helped them overcome some of these challenges.
The content challenge
FitSW is a subscription software platform that is affordable to individual personal trainers and gym owners alike. This means that inbound website traffic is a primary source of leads and new business.
The team at FitSW was already investing significantly in publishing marketing content before working with Cobomba. Still, they believed effective content could play an even bigger role in their business. They had three goals when they brought Cobomba on board:
- Improve existing content to increase traffic and improve the website experience for existing visitors
- Develop new content specifically to target growing segments of their market, such as gym owners that manage personal trainers on site.
- Help the new digital marketing manager get up to speed as quickly as possible and maximize the impact of her limited time dedicated to content.
Marketing content made simple
Cobomba provides monthly content recommendations that systematically improve content relevance, discoverability, and value. Marketers also save significant time by having much of the research for new content done for them and delivered as detailed content briefs.
Some of Cobomba’s first recommendations identified opportunities where FitSW content could be enhanced and linked back to a central resource page. These central resource pages, also known as pillar pages, connect related FitSW content such as product details or other topics of interest to personal trainers.
Gym owners were an important new segment for FitSW. Cobomba delivered more than a dozen detailed content briefs specifically for this segment. Each brief included the primary content topic, keywords, gym owner questions, competitor examples, and more. These content recommendations spanned the customer journey so that FitSW would support their audience with content for the awareness stage through conversion and product usage.
FitSW acted quickly to implement the recommendations to create new content and improve their existing content. The FitSW CEO shared that, “In the last two months, we saw a very steady positive increase in users which can be attributed to better-targeted content.”
Deciding what content to create, how to distribute it, and then promote it takes a ton of work and still ends up being a guessing game. Cobomba is a content recommendation software that uses AI to help marketers plan the right content so they consistently grow sales with content marketing.
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