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Nick D’s Five-Step Formula - Building a Movement Through Content Domination
When it comes to dominating in content creation, it’s all about the five-step formula. This isn’t just about martial arts or following old advice from outdated consultants. It’s about leading from the front with innovation, value, and consistency. That’s what we do at the Brotherhood. We’re not just another consulting group; we are a global movement rooted in family, faith, and fitness.
Here’s how we did it.
1. Obsession with Value
The first and most important step is being absolutely obsessed with providing value. This goes beyond selling products or pushing offers. People care about what they can gain from your content. If you're only thinking about offers and discounts for your audience, you’re going to lose. In the Brotherhood, everything we do revolves around delivering free, high-quality value. There’s no catch, no hidden agenda—just pure value, like the free training sessions we offer every week. People need to walk away feeling that they’ve gained something meaningful from you. That’s the power of obsession.
2. The What: Varying & Diversifying your Content Types
You can’t just keep delivering the same type of content week after week. It’s like playing poker—if you’re predictable, your audience will see through you. You need to mix it up. One week it’s a podcast, the next week it's a video, followed by blog posts, or even interviews with industry leaders. Danny and I do this regularly. For example, we came up with the idea for this content domination session just two weeks ago. Next week, we’re talking about sales copy—whether long copy or short copy works better, and why. It’s not just about length; it’s about understanding variables and delivering the right message to the right people.
3. Distribution: Maximize Reach
Here’s where a lot of people fail. You may have great content, but if you're not distributing it correctly, it's wasted potential. You need to put your content everywhere—emails, social media, text messages, collaborations with influencers, and even podcasts. If you’re holding onto your content and not sharing it, you’re missing out on massive reach. I always tell people: you’re a genius, but your genius only matters if it reaches people. That’s where consistent and broad distribution comes into play.
4. Follow-Up
Distribution is critical, but so is the follow-up. People aren’t used to businesses following up with them on a personal level. Most expect automated messages or impersonal communications. When you follow up with someone, it’s not just about pushing a sale—it’s about building a relationship. For example, after sharing a video from our Kid Warrior Bootcamp, I make sure to ask the audience if they had a chance to check it out. That small gesture of checking in builds rapport and sets you apart from competitors who are only interested in selling.
5. Long-Term Consistency
The last step is consistency. It’s easy to start strong and then lose steam, but consistency is the key to long-term success. Whether it’s posting on social media, following up with leads, or distributing content regularly, consistency is what separates the great from the good. The Brotherhood is growing fast because we’re relentless in executing these steps week after week. Success doesn’t come from shortcuts or automation; it comes from consistently putting in the work and caring about the people you're trying to reach.
These are the exact strategies we use for Winterborne and the Brotherhood. And while automation and AI might seem attractive, nothing replaces human connection and follow-through. You need to do it yourself—people can tell when you genuinely care.
Danny Seliger: The Power of Leading With Value
Nick’s formula is absolute fire. He gave me free reign to talk about what I know best: social media and content strategy. I want to dive deep into something critical—leading with value.
We live in a world where everything is available at our fingertips. But people, more than ever, just stop caring. I see it all the time. The key to standing out on social media is to care more than everyone else. You must give value first, no exceptions. Whether it’s a free tip or a detailed how-to guide, this approach builds trust and makes people wonder, “If they give this much for free, what happens if I pay them?”
Content should be about helping first, and selling second. Imagine jumping on a call and the first thing you hear is a pitch for $25,000. You wouldn’t be thrilled, right? It’s the same on social media. If your audience only ever sees you promoting, they’ll tune out.
I’ve built entire brands by focusing solely on value-first content. I’ve seen this approach work across multiple industries, from billionaires to small businesses. What excites me the most is how new this concept is to martial arts. By leading with value and targeting your message to the right audience, you’re not just setting yourself up for success—you’re pulling the slingshot back, ready to launch to greater heights.
Why Personal Branding is Key to Business Growth
Before we dive into the tactics, let’s clear something up. If you're still separating your personal brand from your business, you're missing out on huge opportunities. For many martial arts instructors, gym owners, or entrepreneurs, the face of the brand is you. Whether your business bears your name or not, people are drawn to personalities more than logos.
When people think about martial arts schools or fitness instructors, they’re not thinking about a faceless company—they’re thinking about the instructor, the mentor, the guide. That’s why personal branding is so powerful. When you put yourself out there as the face of your business, you build trust. And trust, my friends, is the foundation of every successful brand.
Now, let me be clear. You don’t have to choose between having a strong personal brand and running a scalable business. You can—and should—have both. The key is how you position yourself on social media. You want people to associate your name with expertise, value, and authenticity. When they think of martial arts or fitness, they should think of you.
Leading with Value: The Game-Changer
If you remember only one thing from this article, let it be this: lead with value.
I can’t stress this enough. I see business owners time and time again fail on social media because all they do is sell, sell, sell. They put up posts about their offers, discounts, and sales events, and they wonder why their audience isn’t engaging. It’s because no one cares—yet.
Think about it. If the first thing I did when you met me was try to sell you something, you’d probably walk away. But if I approached you and gave you valuable information, helped solve a problem, or entertained you, you’d be much more likely to stick around. Social media works the same way.
Instead of bombarding your audience with sales pitches, give them something they can use. Teach them. Entertain them. Inspire them. When you consistently provide value without asking for anything in return, something amazing happens: people start to trust you. They start to follow you because they see you as an authority, as someone who genuinely wants to help.
I’ve seen this work in industries ranging from fitness and martial arts to tech startups and real estate. The moment you shift your mindset from “what can I sell?” to “what can I give?” is the moment your social media presence begins to grow.
Social Media Strategies for Martial Arts and Fitness Businesses
Now that you understand the importance of personal branding and leading with value, let’s talk strategy. Whether you’re a martial arts instructor, a gym owner, or a business leader, these tactics will help you build a robust social media presence and grow your business.
- Know Your Audience
The first step in building any social media strategy is understanding who you're talking to. Are your students kids? Are they busy professionals looking for a fitness routine? Are they parents looking for a structured program for their children? You can’t be everything to everyone, so narrow your focus. Once you know who your target audience is, create content that speaks directly to them. - Be Consistent
One of the biggest mistakes I see is inconsistency. People post once or twice a month and wonder why they’re not getting engagement. You need to be present consistently, whether that means daily or weekly posts, live videos, or stories. The goal is to show up often enough that you stay on your audience’s radar. - Diversify Your Content
People consume content in different ways, so diversify how you deliver it. Some of your audience might love watching videos, while others prefer reading posts or listening to podcasts. Use a mix of formats—videos, stories, blog posts, interviews, and live Q&A sessions. Variety keeps people engaged and makes your message more memorable. - Focus on Engagement, Not Just Follower Count
It’s tempting to chase big follower numbers, but what really matters is engagement. A small, engaged audience is far more valuable than a large, disengaged one. Respond to comments, ask questions, and start conversations. Show your audience that you’re listening and that you care about their thoughts. - Show Behind-the-Scenes Content
People love to see the real you. Show them what goes on behind the scenes at your gym or school. Take them through your daily routine, your training methods, and even your struggles. Authenticity builds trust, and trust builds loyalty. - Offer Free Value
Think about how you can deliver valuable content for free. Whether it’s instructional videos, free classes, or downloadable guides, give your audience something they can benefit from without having to pay for it. This builds goodwill and encourages people to engage with your brand. - Create a Personal Connection
Don’t be afraid to get personal. Share your story, your struggles, and your triumphs. The more human you are, the more people will relate to you. People don’t want to follow brands; they want to follow people.
Understanding Platform-Specific Content
Not all social media platforms are created equal, and neither is the content that works on them. If you’re trying to post the same material across different platforms, you’re missing a big part of the picture. Let’s dive into how you can tailor your content for the major platforms.
Instagram is all about visuals. Whether it's photos, reels, or stories, your content needs to be visually appealing. Short, engaging videos that offer quick tips or behind-the-scenes looks at your training sessions will perform well here. Use Instagram stories to keep your audience engaged daily and reels to reach a broader audience through Instagram’s algorithm.
Facebook is more about community building. You can use it to engage with your current members and attract new ones. Create private groups for your students or clients where you share exclusive content, announcements, and discussions. Facebook is also great for running targeted ads, especially for local businesses like martial arts schools and gyms.
YouTube
If you’re not on YouTube, you’re missing out. YouTube allows you to showcase long-form content—detailed tutorials, interviews, or full training sessions. It’s a platform built for deep dives, so if you want to establish authority in your space, YouTube is the place to do it.
TikTok
TikTok is the rising star for short-form content, especially if you want to reach younger audiences. Quick, snappy videos with humor or valuable insights can go viral here. You don’t need a massive production budget—authentic, simple videos perform best. Martial arts instructors can post quick technique breakdowns, fitness challenges, or fun moments from class.
If you’re more on the business side of martial arts or fitness, LinkedIn is where you need to be. This platform allows you to establish yourself as an authority in your field and connect with other professionals. Share your business growth stories, leadership insights, and industry-related content.
Overcoming the Fear of Posting
Here’s something I hear all the time: “I don’t know what to post,” or “I’m scared to get on camera.” Let me tell you, the fear of putting yourself out there is common, but it’s also something you need to push through.
It doesn’t have to be perfect. Social media is more about authenticity than perfection. People connect with raw, real moments. The best way to overcome this fear is to start small. Post something simple—a photo of your school or gym, a short video explaining why you love martial arts, or a Q&A with one of your students. As you post more, you’ll get more comfortable, and the fear will start to disappear.
Remember, you don’t have to be an influencer to succeed on social media. You just need to be consistent, provide value, and connect with your audience in a genuine way. The more you do it, the better you’ll get.
FAQs About Social Media for Martial Arts and Fitness Businesses
1. How often should I post on social media?
Consistency is key. Aim for daily or at least three to five posts a week to stay top-of-mind for your audience.
2. How do I know what kind of content my audience wants?
Engage with your audience. Ask them directly in polls or Q&As what they’re struggling with or what they’d like to see more of.
3. What’s the most effective platform for martial arts businesses?
Instagram and Facebook are generally the most effective for local businesses like martial arts schools. But TikTok and YouTube can help you expand your reach beyond your local community.
4. Should I focus on personal branding or business branding?
Both. A strong personal brand enhances your business’s credibility and trustworthiness. People are more likely to engage with a business that has a relatable face behind it.
5. How do I balance personal branding and my martial arts business?
It’s essential to integrate your personal brand with your martial arts business. Even if your business doesn't bear your name, your personal brand can help humanize your business. You don’t need to separate them entirely; instead, let them complement each other. Build a strong personal connection with your audience while also promoting the business’s values.
6. How do I maintain consistency in content creation?
The key to maintaining consistency is planning ahead and creating a content calendar. Make sure you're regularly posting—whether it's daily or weekly—across different platforms. When it feels like you're running out of content, draw inspiration from your daily routines, training sessions, or frequently asked questions from your students. It’s also helpful to rotate content formats, such as videos, written posts, and live sessions, to keep things fresh.
7. What’s the best way to distribute content effectively?
Maximize your reach by distributing your content across all relevant platforms. This could be social media channels like Instagram, Facebook, TikTok, and YouTube, as well as newsletters and text messages. Don’t be afraid to share the same content in different formats to reach different audiences. For example, break down a long video into smaller clips for Instagram reels or TikTok.
8. How do I deal with low engagement on my posts?
If your content isn’t getting the engagement you want, take a closer look at the type of content you’re posting and who it’s for. It’s important to understand your audience’s interests and needs. Reassess your content strategy, diversify your posts, and ask for feedback from your audience. Sometimes re-sharing a post at a different time or with a new caption can bring new life to the content.
9. What should I do if I’m scared to post on social media?
It’s completely normal to feel nervous about posting, especially if you’re new to social media. Start small by posting content you’re comfortable with and build from there. The more you post, the more confident you’ll become. Remember that social media is about authenticity, so don’t be afraid to be yourself and show your unique perspective.
10. Should I take down old content that didn’t perform well?
It depends on your goals. If your older content no longer aligns with your current branding or message, it’s okay to archive it. However, keeping some older content can show your journey and growth to your audience, making you more relatable. Consider reviewing your past posts and making decisions based on what resonates with your current direction.
11. How do I handle bot followers and fake engagement on my account?
Bot followers and fake engagement are often an unavoidable part of growing on social media. While they’re hard to avoid completely, it’s important to focus on authentic engagement. Don’t pay for bots or fake likes—these tactics won’t help build long-term relationships with your audience. If you notice a post receiving inauthentic engagement, consider re-evaluating your strategy for attracting genuine followers.
12. How can I encourage more people to engage with my content?
Engage first. Ask questions, encourage comments, and be active in the comments section of your own posts. Interaction invites more interaction. If you want your audience to engage with you, show that you value their feedback by responding promptly and thoughtfully.
13. Is it better to have a separate account for my personal coaching and my martial arts school?
This depends on your target audience. If your personal coaching brand speaks to a different group of people than your martial arts school, it might be beneficial to separate the two. However, if there’s overlap, such as personal development or fitness that ties into martial arts, a unified account could work, allowing you to cross-promote content effectively.
14. How do I keep up with trends on social media?
Social media trends are always changing, so it’s crucial to stay informed by following influencers and thought leaders in your industry. Set aside time each week to study what’s popular in your niche, but don’t feel pressured to jump on every trend. Authenticity is more important than chasing trends, so choose only the ones that align with your brand and audience.
