One thing I enjoy once or twice a week is yoga. I’m trying to build my flexibility – not easy for someone who was told by a doctor in seventh grade that he was the least flexible person the doctor had ever seen. But it also helps me relax.
The interesting thing about yoga, for those that go often, is the selection of music that the yogi or instructor selects for the session. Some go with the classical yoga mantras that include Enya-like soothing sounds while others go with contemporary, low-key tunes. Others mix-in hip-hop while more traditional classes won’t use music at all. It varies depending on the session and teacher you choose to go to.
As someone who picks the class based on time and skill level, I get to hear many different musical selections. And one thing you notice, as you go from one of the classes to the next is that not only does the music tend to reflect the teacher, but it mimics the type of student as well. You start to notice certain people always goes to one class that incorporates some soft electric, while others always show up for the teacher playing a bunch of Mumford & Sons. It has become a way for yoga instructors to not only showcase their personality, but also to entice students to return.
It has become a content strategy in action. By offering the music that inspires them, the yoga instructors are telling attendees that this is what you can expect if you show up to my class. The music, also, often indicates the skill level. A little mix of hip-hop, and you can expect a faster pace, more intense class than the ones playing Enya. And when you’ve hit the level of no music, be ready to work. But the instructors are telling customers what to expect in this class, if you want to come back. Plus, they’re using one of the few available resources that they can during class.
That’s how a great content strategy works. It can sometimes be so subtle, but it sways your opinion, leading to customers making decisions based on how you stand out and not necessarily the service you offer. After all, there are tons of beginner yoga instructors, so why go to the same one twice, unless you have another reason?
But make sure your content reflects who you are. Because, although this will turn some people away, those that continue to come will advocate for you, building your brand further. And they will be more likely to buy other products, when the time comes. By showcasing personality through music, successful yoga instructors have built a dedicated group of attendees. You see this grow as the instructor becomes more confident in their practice, and time has a chance to allow for advocates to show themselves.
Where have you seen similar content strategies in place? Did it convince you to return?
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