Overview
We love writing content that motivates the reader to spring into action, so when the opportunity came along to write for Virgin Active’s content hub, Coach, we jumped at the chance.
Virgin Active’s content hub provides articles across four main pillars: move, connect, nourish, and unwind. Each pillar represents their holistic approach to health and wellbeing, which is a balance between physical and mental wellbeing, as well as healthy eating and socialising.
As we well know, you don’t ‘set and forget’ a good content hub; it needs to be fed with great, unique content on a regular basis. This keeps readers engaged and also contributes to SEO, domain authority and the site’s net promoter score (NPS).
Process
Drawing from the Avion team’s varied experience, we brainstormed topics across each of the four pillars. Once we had a great mix of evergreen and newsworthy topics, we set about researching and crafting content. The posts needed to be fresh and fun, and seed Virgin Active as an authority in the fitness and lifestyle space.
In an industry that can be full of flash-in-the-pan gimmicks and advice, we needed to write articles based on research from relevant authorities on each topic, and offer sensible and practical solutions for the reader.
Results
With over 60 blog articles created across the four Coach pillars, we’re right across the Virgin Active brand—successfully speaking with a consistent voice and on-brand messaging.
Feedback and reviews are an important part of the process, so we’ve also been evolving the topics and articles we create based on metrics provided by Virgin Active.
Coach is an ever-growing, thriving content hub that delivers optimised content to its audience. With our help, Virgin Active is now well-placed as an authority in the fitness, health, and wellbeing space.
