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Lesson 2 of 7

The five types of PT content: education, story, proof, offer, community

~10 min

Learning objectives

  • Learn the five content categories every PT needs
  • Stop posting only workouts or only motivation
  • Balance education with proof and offer
  • Use the five types as a planning framework

Why one type is not enough

Most PTs default to one type — usually workout demos or motivational quotes. That alone does not convert. A balanced feed uses five types: EDUCATION (teach), STORY (who you are), PROOF (results, reviews, behind-the-scenes), OFFER (what to buy and how) and COMMUNITY (clients, group, shared identity).

Each type does a different job. Together they build trust and move people from follower to client.

How the five types break down

EDUCATION: form tips, myth-busting, beginner explainers, nutrition basics within your scope. STORY: your why, your background, lessons learned, founder/coach origin. PROOF: client wins, before/afters (with consent), testimonials, screenshots, attendance, your own training. OFFER: what you sell, who it is for, how to start, what is included. COMMUNITY: client highlights, group culture, shared values, in-jokes.

Aim to use all five in each two-week cycle.

Balance and ratio

A simple ratio: roughly 40% education, 20% story, 20% proof, 10% offer, 10% community. Adjust based on your niche, but never let offer posts disappear — a feed with no offer post earns no enquiries.

Many coaches under-post offers because they fear looking salesy. Posting an offer is not pressure. It is information.

Founder insight — Derrick Twum

MEM uses the same five-type model across its own marketing: education about the PT industry, story about Derrick and the mission, proof of coach and member outcomes, clear offers, and community moments from the wider MEM family.

Key takeaway

Use all five content types — education, story, proof, offer, community — in every two-week cycle. Never let the offer post disappear.

Reflection questions

  1. 1Which type are you over-using?
  2. 2Which type are you avoiding?
  3. 3When was the last time you posted a clear offer?
  4. 4What proof do you already have that you have never posted?

Action task

List your last 10 posts and tag each one with its type. Identify the gap and write 3 post ideas to fill it.

Worksheet

Work through these prompts. Answers save to this device.

Answers are saved to this device only. Cloud sync coming soon.

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