In the fitness industry it's incredibly important that you're able to separate yourself from your competitors. There's so much information out there about what should be done 'to lose weight and get fit' and it can get very confusing for consumers. By creating valuable content that is helpful to your audience you're then able to position yourself as an authority. Your authority comes from the fact that you can make people's lives better, in part by giving advice.

The job of the content creator is to mentor - or coach- the prospect through a journey, and at some point your product or service becomes a necessary and desirable way to complete the journey. 

One of the most powerful elements of content marketing is that it starts the sales process in a way that doesn't leave the prospect with the feeling they're being sold too. Further, great content differentiates you from the competition in ways that traditional features and benefits fail to in a cluttered marketplace - like the health & fitness industry. Most consumers report an inability to differentiate between various offerings, and immediately resort to price comparisons. You might know that your product and service is superior, but how do consumers know this?

By creating valuable content you provide the ability to differentiate your services from others and show why you have the expertise to help them achieve their goals, in a way that product or services, features and benefits cannot. If you're able to do this, it means that consumers no longer have to compare businesses based on price.

It all becomes about value and the price then becomes less relevant.