A Stage-Based Social Media Checklist for Coaches

Content strategy isn’t one-size-fits-all—like training, it depends on your experience and goals. Different coaching stages need different types of content, from simple credibility posts to targeted videos that drive reach, trust, and sales.

Would you give a powerlifting novice the same workout plan as a 10-year veteran at Nationals? No.
Would you prescribe the same pre-lift checklist to a brand-new lifter as you would to someone who can squat 600? Absolutely not.

The same goes for making content. There is no universal checklist, because it depends on who you are and why you are making content in the first place.

But just like there tend to be common traits between lifters at each training stage, there are common traits among coaches at each marketing stage when it comes to content. Specifically, what job does ‘making content’ do for you?

Up next is a series of checklists and basic considerations specifically for those looking to market through video-dominant platforms (Instagram, YouTube, TikTok), tailored to your coaching stage. Read through the short summary at the top of each section. If the description sounds like you, then that checklist is for you.

The Abstainer

Who you are: Whether you’re a novice coach or a living legend, most or all of your outreach is done through direct contact or testimonials. You might be unsure whether it’s even worth putting out ‘content,’ or you might already be spending a lot of time on videos and not seeing any return.

The Job to be Done: For you, these platforms function the same as a business card or a yellow pages entry once did (yes, I’m that old). The prospect already knows who you are—they’ve either met you or been referred by a friend—but they’re searching your name to follow up before committing to the sale. Your highest ROI posts are testimonials, client wins, values statements, “Who we are” videos, and recent news from your coaching practice.

This checklist focuses on your page more than any specific video.

• Does your main page clearly state who you are and what you do in a way that fits your personality?
• Is it immediately clear on the front page how to get in contact or hire you?
• Are videos and posts on the page relatively recent (as a rule of thumb, try not to go more than a week without a post, and repeats can be fine — the goal is to show that you’re active and responsive)?

The Novice

Who you are: You’re either a passionate hobbyist, considering the transition to coaching, or a new coach. Many of your clients are from your near-circle of friends, family, community, and one-step-out referrals, but you’re looking forward to securing future clients.

The Job to be Done: Odds are, you’re not going to get clients at this stage by saying the magic phrases or making the perfect video. You can, however, practice the skill of making videos and create targeted content that saves you time later.

With each video, consider the following

• Choose a clear purpose. Here are some great starters:
  • FAQ: Address a current client issue or answer a question. Say it like you’re speaking directly to them, but don’t use their name in the video – just tag them in a comment or send it in a DM.
  • Personal Experience: Share a personal insight about technique, programming, or the client connection.
  • Tips: Provide a helpful training tip.
  • “Yes, and”: Highlight someone else’s quality content. Tag them. Add some additional information, context, or apply it specifically to your client’s situation.
  • Joke/Meme: Only if it fits your personality, such as a joke, meme, short skit, etc. that you personally like

[Note the double value of some of these post types: they provide you with future, pre-made content that you can send to a current client, a prospect, or just someone curious about training—in a DM that directly addresses their problem. Having it pre-made says, “I’ve thought about this before. I deal with this all the time. I’ve got you.”]

• Answer this question: Do I want to learn a production style with this post? This is an opportunity to try to recreate styles of video you may have seen before, like the video-in-video commentary or the box frame. Feel free to reach out to the creators or to the BLOC Community – we have a lot of in-house experience with different video types and might be able to help you find a fast and easy way to do it.
• Set a deadline. You don’t need to post every day, but it’s easy to overthink. Set a deadline, take the video, hit post, move on.

The Standard

Who you are: You’re a practicing coach who either consistently generates clients online or wants to. You have working business practices and know what to do when you have a client, so the goal is to start getting clients through your online content.

The Job to be Done: You’re at the point where posting into the wind is a waste of time, so each post now has a specific job: get more eyeballs, establish expertise and sincerity, or get them to the sale. You will see this mix of post types in most successful coaching accounts at different percentages. Each of these goals is very different and requires a different approach:

• Reach: The best way to reach a new audience is to get shared, so ask yourself before you put together the post, “Why would someone share this?” As examples, here are some of the most common successful reach posts:
  • Funny: A good joke might get a share. A good joke that lets you playfully poke fun at a friend will get a lot of shares. See the top comments here.
  • Contradiction: These posts debunk myths, stereotypes, criticize recent events, or target specific claims. People save and share them because they provide ammunition or proof that ‘what we’re doing is right.’ It’s why posts like these get immense traction.
  • “Hooray Us!”: Tell people what they’re doing is awesome, and they will like, comment, save, and share. It’s one reason this post got more engagement than the author’s previous 30+ combined. It’s sincere, subtle, and invites people to say “I’m like that! That’s us!” (see the comments for heartwarming examples)
• Value(s): Anything aimed at convincing an audience “this coach is a good fit” is demonstrating value. That includes sharing your personal values, a story, and technical tips toward your target audience. With value posts, check:
  • Concise: Do I respect my audience’s time and attention, rewarding them quickly for watching?
  • Specific: Solve a single, specific problem. Share a single story or idea. Try to pack too much and it no longer fits in people’s scroll habits.
  • CTA: Although these posts aren’t necessarily about sales, give people something to do. Like, follow, subscribe, comment to interact with the idea/story, “let me know how it worked!”, check link in bio, sign up, donate to a charity, donate blood, something.
• Funnel: Most people passively absorb video and scroll on, so value posts with great material and a solid CTA build positive associations but rarely net sales directly. To do that, you have to start a sales conversation through direct messages or get them to opt in for a newsletter or group where you actively engage them and present your offer for sale (example here). For these posts:
  • Present an Idea: These posts can start with reach, value, or a looser “walk and talk” posts.
  • Have an Offer: Maybe it’s an e-book, an article, a link to previous content you’ve made related to the post. It doesn’t have to be a deep investment of time, but it has to interest the kind of person who would like the post.
  • Invite them to Connect: Promise them you’ll message them the free offer if they comment a specific word (that’s the opt-in), and message them quickly with the free thing (automated systems are useful for this). Without pressure, invite them to share more about themselves or let them know you’re also offering .