be in the know
don’t miss a beat of what’s happening in this rocking fitness studio
the big idea
I masterminded BECYCLE’s blog concept, creatively directed its brand build out, developed the content strategy and even came up with its name. I was also a regular contributing writer.
BEINKTHEKNOW is a sleek, Well + Good-esque lifestyle blog that provided a digital platform to share customer, instructor and the studio’s boutique shop partner stories, inspiration, events and industry news with the community at large. In short, it was a place to be in the know on everything fitness, health and fun related happening in and outside the studio.
pain point
By welcoming people as they’d arrive for fitness class, I knew all of our customers’ names, their cycle shoe size and, most importantly, their stories. There were so many amazing triumph stories, but no place to tell them. There was a weekly newsletter, but these stories were big — they needed more space — and they were developing hot off the real-life press on the daily. The online world beyond the studio walls and newsletter needed to know them.
how it worked
It was fueled and fed with content for and by the studio’s customers, instructors and brand partners. As I was the one-and-only in-house marketer (but also busy running front/back of the house), I needed help writing the articles. I came up with incentives for supporting writers, which ended up as a win-win. If the content writer was a customer, they would get classes in return for their words.
Brand partners would get a platform to sell their health/wellness products to a market interested in boutique products. Each weekly newsletter would feature a spotlight story on an instructor and/or customer, as well as feature one of the brand partners in the shop
— all linking through CTAs to the bigger story on the blog.
results
Launching fresh content often was not only added value for the community, but great for the algorithms! Having this fresh content on the brand domain played into a bigger content strategy that helped bump up our domain authority on Google. All in all, the community expanded beyond the studio and quickly regarded BECYCLE as the thought leader in Berlin on all things ‘health and wellness’. The interesting blog content that’d we call out in our weekly newsletter helped grow our subscribers month-over-month by 25%.