How To Grow A Coaching Practice: 10 Content Marketing Tips

Coaching is an intensely personal service where clients are investing in a relationship that promises to help them grow. That’s why content marketing is such a vital tool for coaches looking to demonstrate their expertise, share their voice and connect with their ideal audience—it can create a personal, trusted connection between a prospect and a coach before they ever meet in real life.

When executed well, a strong content strategy creates a consistent, authoritative presence that builds both trust and familiarity, inviting potential clients to take the next step. Here, 10 members of Forbes Coaches Council share their go-to content marketing tactics and the channels that work best for them.

1. Highlight Authentic Journeys

A great tactic is to feature real people sharing their journey. This builds trust, creates emotional connection, provides social proof, motivates learners and inspires action by showing real, achievable growth. The best way to coach people is to help them see—and become—their best version of themselves. – Sarat Chakravarthi, LeadYouth Education

2. Post Regularly On LinkedIn

One effective tactic is to post daily short-form and weekly long-form content on LinkedIn. This builds trust by showcasing your insights, coaching style and real client stories. Remember, coaching is personal—people buy based on connection and credibility, and LinkedIn is almost certainly where your ideal clients already are. – Antonio Garrido, My Daily Leadership

3. Offer Meaningful Value To Your Network

I care deeply about impact and hence strive to create the most value I can for my network. I share meaningful insights and new ways of looking at things through my podcast, newsletter and LinkedIn posts. It helps clients get to know me and builds trust from the get-go. – Shahana Banerjee, Just Human Not Resources LLC

Forbes Coaches Council is an invitation-only community for leading business and career coaches. Do I qualify?

4. Share Weekly One-Minute Videos

I publish three one-minute videos each week so potential clients can get to know me and decide if they want to work with me. I get a lot of positive feedback on the videos, as boring as some may think they are. But they are informative and help those who are interested understand where my coaching is coming from. – Bill English, OnPath Coaching

5. Write Long-Form Articles

One of my most effective content marketing tactics is storytelling through long-form articles. For years, I’ve been writing for IamExpat—a platform my clients know and trust—sharing insights on moving abroad, finding jobs in a new country, navigating career change and everything in between. That is how I have built credibility over the years. – Dorota Klop-Sowinska, DoSo! Coaching

6. Host A Podcast

Podcasting has become my primary content marketing channel because it naturally showcases my coaching style through authentic conversations. The long-form audio format builds a genuine connection with potential clients while establishing credibility in my niche. Plus, episodes can be repurposed across multiple platforms, maximizing reach with minimal additional effort. – Jonathan H. Westover, Ph.D., Human Capital Innovations

7. Use Email Marketing

One of the most effective tactics I use is leveraging email marketing. It’s personal, direct and allows me to nurture relationships over time. By sending valuable content to my subscribers, I stay top of mind and create trust, which is crucial for converting leads into clients. Email lets me tailor my messages based on interests and needs, ensuring the content feels relevant and impactful. – Jaide Massin, Soar Executive Coaching LLC

8. Repurpose Longer-Form Writing

Writing can easily be repurposed, especially when topics remain timely. I have taken longer articles and turned them into LinkedIn posts. I also cross-post articles on my website and other social media platforms, but LinkedIn seems to provide the most exposure. – Kathy Bernhard, KFB Leadership Solutions

9. Leverage ‘Micro Case Studies’

I leverage “micro case studies”—60-second LinkedIn videos documenting real client transformations without revealing identities. This builds credibility without confidentiality breaches. The approach succeeds because it shows rather than tells; potential clients witness the journey from challenge to breakthrough, creating psychological ownership of the process before our first conversation. – Nirmal Chhabria

10. Let Client Success Stories Speak For Themselves

Client-led case studies are powerful for me. I don’t need to convince anyone—I let results do it. I showcase before-and-after stories that highlight mindset shifts, leadership breakthroughs and revenue gains. It’s proof, not pitch, and it drives the right people to reach out. – Wilson Luna, Wilson Luna