A Few Good Reasons Your Leisure Marketing Team Needs Its Own Content Co-Pilot

Here we are in 2024, and public leisure operators in the UK and Ireland are still facing the tough realities of post-pandemic recovery and budget constraints. Yet, the wheel keeps turning, and the need for consistent, engaging communication with members is more important than ever. Member expectations have skyrocketed, now demanding high-value content that not only enriches their lifestyles but also shapes their opinion of your facility. Plus, great content is key to how search engines rank you against your nearest competitors.

But let's be real – many leisure facilities simply don’t have the funding or access to adequately trained content marketing professionals to meet these demands. Whether you're a charitable leisure trust or a council-based facility, this guide explores the reasons why you should consider tools like Keepme Creator, and how they can step in as your expert, content co-pilot. If your leisure marketing team is looking for the tools they need to keep up with the competition and truly connect with your community, this is the read for you.

Setting the stage before we continue

If you're not completely sold on content marketing for your leisure facility, here's a few facts and figures to bring it into focus for you...

57% of B2C marketers say creating content that appeals to different target audiences is among their biggest challenges, yet 81% of B2C marketers rate content marketing success as either 'moderately, very, or extremely successful.'

When it comes to attracting new members, the SEO benefits are very significant when you consider organic search leads to 51% of all content consumption, making it a powerful tool to attract new members who are searching for fitness-related information online​ (Respona)​.

It's also important to consider the value of content to your existing members, and consider its place as a gym marketing tool on the retention side of things. Regularly posting content such as success stories and fitness challenges helps keep current members engaged and motivated. Success stories, for instance, increase social proof and trust, making members feel more connected and inspired to continue their fitness journey​ (Glofox)​.

Content marketing should also be front and center when it comes to building authority and gaining trust. Sharing educational and valuable content, such as workout tips and health advice, helps to position your authority in the fitness industry, and as many as 70% of users prefer receiving information from blogs rather than advertisements​ (Respona)​.

With such varied and valuable benefits as attracting new members, building trust, retaining existing members, and improving online visibility - content marketing is simply a must.

So, what are the advantages of using generative AI tools like Keepme Creator?

1. Avoid Expensive Agency Fees

One of the most significant benefits of using Keepme Creator is the potential for substantial cost savings. External agencies, while effective, can be prohibitively expensive, especially for public leisure operators working within tight budgets. Keepme Creator empowers your team to produce high-quality, on-brand content in-house, eliminating the need for costly agency fees.

Outsourcing content creation can cost between £100 and £1,000 per piece, depending on complexity and length. By leveraging an AI-powered tool like Keepme Creator, leisure operators can drastically reduce these expenses while maintaining or even enhancing content quality.

2. Address Limited Post-Pandemic Headcount in Marketing

The COVID-19 pandemic really shook up many sectors, including public leisure. One of the biggest challenges has been downsizing, which has left marketing teams much smaller and struggling to keep up with the demand for quality content.

A study by the Leisure DB found that 58% of public leisure operators are facing staffing challenges post-pandemic. This staffing crunch makes it hard to perform in many corners, but consistently producing the on-brand, engaging and high-quality content that members expect, be it on your website, on-site or across socials is increasingly difficult when your team is already stretched.

This is where Keepme Creator comes in handy, making it possible for a smaller team to produce more community content without sacrificing quality or tone of voice. Creator learns from your existing content to maintain your brand's voice across all communications, ensuring consistency. According to a study by Marq (previously Lucidpress), brand consistency can increase revenue by 23% - so it is not to be sniffed at.

By maintaining a consistent brand voice, public leisure operators can enhance their reputation and foster stronger relationships with their members and increase revenue. Win, win, win.

4. Optimize and Re-purpose High-Performing Legacy Content

Many leisure operators possess valuable content that has performed well in the past. Keepme Creator can optimize and re-purpose this content, extending its lifespan and making it more evergreen. This approach maximizes the value of existing assets while saving time and resources.

Supporting Data: HubSpot reports that updating and republishing old blog posts with new content and images can boost organic traffic by up to 106%. This underscores the potential benefits of re-purposing high-performing legacy content.

5. Improve Commercial Outcomes with Interventional Messaging

Effective communication is key to driving conversions and improving member retention. Keepme Creator can help craft the right tone for interventional messages, whether it's a polite reminder to update payment information or an engaging pre-sales onboarding message following a tour or trial experience.

Supporting Data: Personalized messages can enhance customer experience and drive revenue growth by 10-30%, according to McKinsey. Utilizing Keepme Creator to personalize interventional messaging can lead to better commercial outcomes for public leisure operators.

6. Reward and Recognize Members Year-Round

Regular recognition of member achievements is essential for fostering loyalty and engagement. Keepme Creator can automate the creation of personalized messages to celebrate health and fitness milestones, ensuring that members feel valued throughout the year.

Supporting Data: A Gallup study found that 69% of employees would work harder if their efforts were better recognized. This principle applies equally to member engagement in leisure facilities, highlighting the importance of recognition in maintaining member loyalty.

Incorporating Keepme Creator into your content strategy offers numerous benefits for public leisure operators. From cost savings and efficiency gains to improved brand consistency and member engagement, this AI-powered tool can help your marketing team overcome the unique challenges they face. By leveraging the power of generative AI, you can ensure your leisure facility remains at the forefront of health and wellbeing advice, driving better outcomes for your members and your organization.