Blogging Isn’t Dead: How Health Coaches Can Use Content, SEO & AI to Attract Clients

[00:01:05] Welcome to another episode of the Health Coach Academy Podcast. I’m your host, Omar Cumberbatch of omarcumberbatch.com. Thanks so much for joining me today. This episode takes me way, way back, and anybody who’s been listening to this show over the years r- probably remembers my story about blogging, and that’s kinda how I started out.

[00:01:27] Um, wow, many, many, many, many years ago, I thought that was the way to go, and I pursued it, and crashed and burned. So it– This show is very near and dear to my heart because our guest today really breaks it down why blogging is still relevant, which is interesting because in the age of AI, I thought a lot of blogging has gone to the wayside.

[00:01:53] But today’s guest, Janna Osofsky, really breaks it down that it’s still super relevant and can be an awesome tool for health coaches. And as you hear this episode, you start to see why I intentionally did it in the beginning. I wanted to become an authority in the health coach space and the realm of weight loss, and I did all that kind of stuff, and I just really struggled for content.

[00:02:21] But Janna breaks it down in ways that I wish I had met her way back in the day, ’cause I probably would’ve continued to pursue it, and there is a method to the madness, trust me, and she breaks it down so eloquently. I know you’re gonna love her. So please, please leave a rating and review so I can continuously get awesome guests like Janna on the show.

[00:02:41] And of course, on iTunes and anywhere that you can actually support the show would be great. So let’s jump into it

[00:02:51] Hey, Jana. How are you today? Welcome to the show. Hi, Omar. Thank you. Thanks for having me. Oh, no, my pleasure. And I know we had a little bit of conversation off-air in the green room, and, we were neighbors at one point, ’cause we’re on the border of each other. You coming from, Yeah

[00:03:07] Connecticut. I’m in New York. I know you’ve since moved to greener, or I should say sunnier pastures. Not necessarily- yes. And yeah, that was an awesome share for you, so that, thank you for connecting. One of the things that I was really impressed with when we connected was this concept of blogging, and you put a completely different spin on blogging.

[00:03:26] I used to be a blogger when I started out, and I know, like- Oh. Yeah. A failed experiment ’cause I always share the story that I was, Always hesitant because I couldn’t come up with brand new stuff all the time, right? Yeah. Just to keep blogging about. So I kinda fell into podcasts. I was a big fan of a particular podcaster, and I just found that this was, like, the easiest way to create content.

[00:03:50] But you have an awesome strategy for content creation, so I wanna definitely hear your perspective. But I guess first off, just give us your origin story and how you got into this. Yeah, so for sure. So we were talking about this a little bit off, off air actually, but I went into online business about eight or nine years ago now for a lot of the same reasons that a lot of people who are listening probably did, for more location freedom, more more time freedom.

[00:04:13] I had worked in corporate HR, and I had worked for my family’s business doing marketing for a while, and then decided to, to go online once I kinda learned about this whole arena. And for about five years I did done-for-you Pinterest strategy setups and done-for-you blog strategy for, primarily for health coaches.

[00:04:33] The story of how I fell into that, that’s another, for another day basically, but essentially I had a client who was in that, arena, and then I did it, and then I started taking on other clients who had similar needs, right? Which is often how people, how we find our niches. So for about five years I did Pinterest marketing, and during that time, and blog strategy and blog writing for coaches and service providers, mostly health coaches.

[00:04:55] And then about three years ago or so, maybe a little more, I started really hearing a need out there among my clients. They kept asking me “What should I pin to Pinterest? What should I pin to Pinterest?” And I was like, “Oh, you can pin everything, your landing pages, your sales pages, your blogs, and your podcast episodes for example too,” right?

[00:05:13] … And they were like no. What should I pin to Pinterest?” And I was like, “What do you mean? I just told you.” And they’re like no, tell me what to write.” And I was like, “Oh.” They wanted me to tell them what they should put in their blogs and their podcasts and their YouTube videos, long-form content, which is what I do and teach these days to get people buying their offers.

[00:05:30] So the more carefully I listened, the more I realized there was that need, and I developed this program, High Leverage Content, that I run now based on all those years of what I did in my own business and what I did for clients and students. And in terms of a blog, I teach a method and practice a method where you’re not a blogger per se.

[00:05:48] So I wanna hear more about your blog background to hear if you were really a blogger or if you were blogging to have to get clients or… Because I believe there’s a big difference between blogging- As your business- Yeah … and blogging for your business. And my students and clients are always people who are blogging for their business, meaning they just need a blog library, and I call that a capsule blog library on their website.

[00:06:10] It’s like a capsule wardrobe- Yeah … that covers all the key things that your audience needs to feel ready to buy your offer. And that’s how you have a blog if you are a service provider, like a coach. Yeah. As opposed to writing a blog as a blogger where you have to write something new every week or every month.

[00:06:26] So that’s a little bit, that’s it’s like the origin story, how I found the method. I did it in my own business. I did it for clients, and then eventually realized, oh, people need me to teach them how to do this. So that’s what I do now, yeah. To, to your point, I definitely butchered blogging i- in the beginning.

[00:06:39] So it was 10 years ago, and I was, you know- Okay … I didn’t know the difference. I appreciate that you just said the distinction because I think that goes for podcasting as well. There’s- Yeah, … podcasting for Having a podcast and there’s podcasting so that you can generate revenue for your business.

[00:06:54] So- Correct … I definitely appreciate the distinction, ’cause when I was blogging, I wasn’t doing it that, by any stretch of the imagination. And that was the problem. So I think if anyone’s listening who is attempting to it- Yeah … should heed your advice and definitely do it in that direction so that they could actually gain some clients.

[00:07:13] Yes, exactly. It is a different strategy. And so what I find a lot of times is health coaches in particular and all types of coaches really, but health coaches especially, I think it’s because there’s… We were brought up, a lot of us, especially if you’re like me and you’re living… If you’re in, like your midlife years, with blogs that were like food blogs, and we- when we think of blogs, we think of all of those traditional types of blogs.

[00:07:34] But when you’re blogging in order to attract and convert clients, it’s a totally different strategy. Just one way that it’s different is if you’re a blogger and you’re monetizing by having ads on your website like a lot of food bloggers do, where you’re qualifying for Mediavine, and then depending on how much traffic you get paid when people see ads, then you would wanna write content that keep- gets people as many people as possible to your blog so that you can get paid with that traffic.

[00:08:00] But when you’re a coach or a service provider, you actually… You don’t need that much traffic, you just need the right people coming to your blog, and then your blog really needs to say the things that your audience needs to feel ready to hire you. And usually if you’re following a blogger model or you’re following blogger advice that you found when you were, were watching YouTube videos about how to have a blog or something like that- they’re teaching you a different method. Not about what to write to get people buying your offer, but really what to write to get lots and lots of traffic. And those two things are so different. Yeah. Yeah, and definitely two different approaches. Both can be monetized, right? So at the end- Absolutely.

[00:08:34] Yeah. Yes, exactly. Yeah. And I always say that. It’s it’s not like the blogger model is bad, Yeah … but it’s not what most of my health coach clients and students want. They just, they want clients. Yeah. Yeah. I guess one of the things that’s interesting too, and like I said, I was fascinated, so when you did pop in, they’re…

[00:08:49] blogs are still a thing. I like, I think a lot of people get sucked up in the idea that it has to be social media, it has to be YouTube, it has to be all these different things that I don’t wanna say that they’re new, but I guess they’re just… for health coaches, I think that’s just more, like ex- understanding that might be where they should be.

[00:09:05] Yeah. Can you tell us about the relevance of blogs nowadays- Yeah … and why it is still a thing? Yeah, definitely. Yeah, s- the social media companies in particular regardless of what you think about them or whatever they have done an excellent job in the last, what, decade or whatnot- basically helping us or making us think that, like- That is marketing, that social media is marketing. That, that being- Yeah … relevant means you’re on social media, or being on social media means you’re relevant, or both, and you can’t be relevant without social media. And I love social media.

[00:09:36] I enjoy it personally. A lot of my students and clients don’t, and so one of the reasons they want a blog is because they want to either not do social media or they just wanna be, like, less dependent on it. I, I personally like it, but yeah, it’s it’s not the be-all, end-all, and I think that blogs, having a blog on your own website, which is what I

[00:09:55] My capsule library idea is that it represents all of your best thought leadership and it’s right there on your website. And then using social media to what degree you want to, and using other methods as well, that I teach about, including Pinterest as one of them- … to get people to your blog is in my opinion, a really superior method for a few reasons.

[00:10:13] Number one, I think people really need long-form content in order to really learn everything that they need from you quickly in one place- … to be able to feel confident In you, confident in the thing you teach, whether that’s like a certain gut health protocol or if it’s a method for fertility types of stuff or, whatever those things are that you teach, and then confidence in themselves as well, ’cause that’s a lot of what it is, right?

[00:10:38] They have to believe that they’re gonna do the work and get the results. So I think long form content really helps people do that better than the short form content does on social media. And on social media these days people are very much like there for entertainment, especially in the last couple of years we’ve noticed this really pronounced.

[00:10:54] And so having your thought leadership on your own blog makes it so that when people are there, wherever they come from, if you’re promoting your blog post, if you’re using strategies to get people there, they’re actually getting all the things that they need in one place to feel ready to buy. And as far as whether blogs are still relevant, people are, I think when people ask me like, “Oh, do people really still read blogs?” Really what they’re asking me is will I be able to get people to my blog if I take the time to write blog posts on my own website? Yeah. And so you have to make a commitment if you’re gonna also put a blog on your website, like a capsule blog like mine, you do have to make a commitment to some visibility to get people to your blog.

[00:11:33] There are things like Pinterest and Google SEO that give you more s- slower, more sustainable reach with your blog, but there’s also a lot of ways that you can promote your own blog and do that quickly and get people there quickly. I always say that you can get– make sales with a blog post literally the day you publish it and for many months and years to come.

[00:11:52] And that’s why one of the reasons I love blogs is like you can literally get people to your blog, and they’ll see right away what they need to be ready to buy. And you can make sales with it literally the day you publish it, but then also it gives you more like long-term sustainable visibility too.

[00:12:07] So it’s like the best of both worlds in those ways. So does that answer your question about the relevancy of blogs? I think that- let me ask you if that answers your question. I just thought of another thing I can share too. No I think it definitely answered the question. Yeah. I’d love to hear your share, your additional share- Yeah

[00:12:20] as well. I- but yeah, let me, l- I’ll let you jump into additional share, but you definitely answered the question because- Okay … I try not to get caught up in the way that I consume things, because I get so, oh, I’m just… Have I looked at blogs lately? Maybe not, but I’ve– That’s just me, right?

[00:12:38] And, but when I do look for certain things now I do see some blogs that I definitely jump into. Yeah. And so it’s not like I, it’s not a part of my life, but I always try to not think of the way that I consume content because I content because I just I just may be different, and I don’t think that you throw the baby out with the bathwater. I know a lot of people- … still go to blogs and they’re very much into s-seeing the same thing with this the a, an authority figure who they’ve come across over the years. That’s why- Yeah … one of the questions that, don’t forget your thought, I definitely wanted to say how important it is for these bloggers and what it does to pr-present authority and expertise- in their field. Yep. And I know that’s relevant too, so I’ll let you go back to your point- Yeah … and you can spin back to that. Yeah. From the authority perspective, I love that you said that because one of the things I often tell my students is some people are gonna read your blog and they’re gonna read every blog.

[00:13:28] They’re gonna read, they’re gonna– You linked from one blog post to the next blog post, and they’re gonna follow that link and read another one. They’re gonna binge your content. I just had someone join my program this morning and fill out my onboarding form and say, “Oh, I binged your blog,” and then was ready to buy.

[00:13:41] Yeah. So it really works. And then there are gonna be people who land on your blog and just kinda skim it and see that you have written about these things, and they can tell you know what you’re doing, and that creates that level of authority. Even if they never read the whole thing, they skimmed it and they can tell you know your stuff.

[00:13:54] And then there’s gonna be people in between. But and you mentioned you don’t really read blogs. You probably do, you just don’t think about it the way that we used to read it in the sense that 10, maybe even 15 years ago, there were blogs that I followed where every day I was checking my email to see if that person- Yeah

[00:14:09] had a new blog post out and I was gonna go read it. And we don’t really do it that way these days. It’s more about relevance and search. But what I was gonna share that I think helps people understand a little bit about how it works is it’s an it’s like a quote from one of our old fathers of advertising.

[00:14:23] I think his name was Howard Gossage, I think was the one that said it. Very Mad Men vibes. Like- … you can picture him in his suit with a cigarette saying this in an advertising agency. He said, “People don’t read ads.” They read what they’re interested in, and sometimes that’s an ad.

[00:14:40] And that’s how I think about blogs as well. People aren’t, like, raising their hand and saying, “Yes, I read blogs.” But they read what they’re interested in. They read what, what they think is gonna solve a problem they have, what’s gonna help them reach a goal, what’s gonna answer a question that they’ve been wondering about, and if that’s a blog, they will go read it.

[00:14:57] So it’s just a question of it’s not like people think of themselves as big blog readers, but they are out there looking for the solutions to their problems, and if your blog has it, they’re gonna go there and read it. And you, it’s part of your job when you are a coach and you’re marketing your own business to put your content in front of people in places in addition to writing it.

[00:15:15] Yeah. Yeah. I, you did mention something and I wrote it down, relevance and search, right? So- … whenever I hear about a blog, that’s what I always think about, the relevance and the, of course, the searching aspect of it. Yeah. Do you need to have a S- SEO background and all of that jazzy stuff-

[00:15:34] to have a successful blog? Yeah. That is such a good question and I get it a lot. I actually have a very against the grain opinion when it comes to this. And it goes back to the way I did a blog and the way I did blogs for clients in the beginning, and the success that we saw in this way.

[00:15:51] So when I first, when I was doing my done-for-you-Pinterest work and I had to build a pipeline of clients, which is what a lot of my students and clients want now, they wanna build a pipeline of clients. I also realized that I was– didn’t wanna be like a full-time marketer in addition to a full-time service provider because when you’re seeing clients or you’re doing client work, that balance can be hard.

[00:16:13] You don’t have a lot of time left on your calendar for the marketing. So I decided to write a blog and I decided I was gonna start writing blog posts about all the key things that I noticed that my audience needed to learn and hear and understand more deeply from me to feel ready to buy my offer.

[00:16:28] And that’s where the Capsule Blog Library like concept, was born. And for the first two years of my blog writing life Yeah … and remember I wasn’t a blogger. I was just writing the things that I knew my audience needed to be ready to buy my offer which was a done-for-you Pinterest marketing setup for health coaches.

[00:16:47] And I I never even considered what keywords were necessarily needed for them to find my blog, right? You’re right. It took me until about a year and a half, maybe two years in when I actually had a friend who was an SEO and she said, “Hey, let’s look at your search console.” Because I was like, “I know people are finding my blog, but I didn’t try,” and so we looked at our– at Google Search Console and I found that some of the blogs I had written simply by writing the things that I knew my audience needed to feel ready to buy, some of those things were ranking on Google and she also helped me figure out how to make some of those things that were ranking…

[00:17:20] I was already on page one with some things and I was also on like page three and five and she’s like, “Let’s work on those page three and five blog posts ’cause all we need to do is add a few things and we can get you up to page one.” So we did and that’s worked. It worked really well. But I call this concept Unforced SEO because I also see a lot of coaches and service providers, health coaches especially actually, who try to start a blog around keywords And they get very frustrated, and they feel very uninspired.

[00:17:51] And so they end up either never publishing the blogs, they just sit and collect dust in their Google Drive drafts . Or they publish them but they don’t really like them, so they don’t promote them because they feel funny about them because they wrote them around a keyword and didn’t really focus on the things that they really wanted to say

[00:18:08] And so the way that I teach it is I don’t believe you should even look at keywords for a blog until you have at least 10 blog posts on your blog, on your website, that cover what you believe are the key things that your audience needs to feel ready to buy your offer. I know I’ve said that 10 times, but that’s the crux of it all.

[00:18:24] Yeah. And so once you get to the point where you have a bunch of those, you’re building some domain authority with Google, which you’re not even trying to do, but you are. And any, SEO nerds will know what I mean by domain authority, but basically it means that Google’s starting to understand what your business is about.

[00:18:38] And you’re writing blog posts that you love, and so you’re happy to share them with your audience, and you’re noticing that people when they read those blog posts, they come to your discovery calls ready to buy. I had that, a lot of my clients and students do, where people come and they’re like, “Oh my God, I binged your blog.”

[00:18:52] “I only have one question,” or, “I have no questions, I just want to know when we can start.” Yeah and so you love it, and so you keep writing blogs, and it really feeds that, like, motivation. Whereas trying to write from a keyword perspective when you’re starting a blog in the beginning is a slog.

[00:19:07] It’s a blog slog. Oh, look at that. It is. And so it doesn’t usually end up turning into anything for most people. So I really recommend starting by just writing what you know your audience needs to feel ready to buy, and then basically tabling any technical Google SEO until later. But knowing that if you just write what people need, that’s actually the foundation of good SEO anyway.

[00:19:28] So you can have your cake and eat it too. You can have blog posts that you love, that get you clients, that you’re excited to promote for people so you do get people seeing it because you’re excited to promote it and it still can set you up for long-term search success, but only if you do it this way, in my opinion, unforced SEO, and that’s how I did it.

[00:19:46] And everyone that I know who ranks on Google now, to be honest, who’s like a service provider like I am or a coach, everyone I know started the way I started. It’s like kind of a weird little secret that no one talks about. Everybody thinks that you start by writing with keywords, but everyone I know who ranks on Google started by just writing what they thought their audience needed and then- Figu- seeing as they went that, oh, this is ranking on Google and optimizing for it, interesting. Yeah. That’s my little shtick on all that. No, it makes sense. No, ’cause I know a lot of people are, like, really hesitant just because of they, you know- Yeah … not only do I have to blog, now I gotta be a master of all these other things, and it kinda- Yeah, exactly … gets scary.

[00:20:24] It’s so discouraging. Exactly. Yep. Yeah. No, absolutely. One of the things I, I definitely wanna talk about AI a little bit how you feel about it just in general. Do you feel- … that your clients are… first of all, is are you promoting the use of AI in their blogs- as opposed to their original content or a little bit of combination of both? I find that- Yeah … I can always tell an AI blog when I come across one. And I have a friend who has a really interesting strategy around it. … If you would ever be interested in hearing it I definitely should.

[00:21:02] Yeah. But, yeah, it’s it’s interesting. Please. You want me to… Okay, so this is what- Yeah. I wanna hear it. He has a very- Yeah … interesting niche. It has nothing to do with health. Okay. But what he basically did he asked AI to give him 52 topics on his whatever his little niche.

[00:21:20] On his niche. Yeah. Yeah. Okay. And basically it gave him the topics, then he wrote, or had AI w- write- … 50 something topics, 52 blog posts about it. And he would just go on LinkedIn every week and just post this stuff. And then he was the authority in that, and- … he got clients.

[00:21:38] And- yeah … and he was doing this as soon as ChatGPT came out, and he was super successful in becoming the man. Do you think he would be able to emulate that same strategy today, or do you think that people are more savvy to it? I think that people are more savvy to it now. Just because the tone and all that kinda stuff. And again, he’s very good- Yeah … at it. He could’ve- Yeah … wrote these all by himself. He just- … that’s- It’s just faster. Yeah. Yeah. Let me just see what- yeah … how this work strategy works, and it really- Yeah … did because now he’s just he’s prolific in that arena.

[00:22:09] Yeah. Look at him like a, oh, wow, he… That’s the guy for this ’cause he’s… Nobody really is talking about it to the- … extent that- Yep … he w- he did. So- Yeah … it’s interesting. So not to turn the tables and have this be me interviewing you, but I gotta ask one more question about it. Do, is, w- so without revealing what his particular niche or thing is- Yeah

[00:22:27] would you say that his thing is very specific and niche, or is it more broad that he’s known for? I think it’s, it, because of the It’s definitely unique because- Can you put it in the chat, in the Zoom chat so I can- We’ll do it in the green room. No, that’s okay. We’ll do it in the green room. Okay.

[00:22:46] Okay. ‘Cause he’s gonna absolutely kill me for ruining his vid- Yeah, no. Yeah, he’s, And again, maybe he’s… It’s not that he doesn’t know what he’s doing. Don’t get me wrong. It’s just- Yeah … it was just a marketing strategy for him to get his name- Yeah … out there. That’s all. Yeah. He’s actually- Yeah

[00:23:02] just awesome at the, what he does. Yep … and it was a, kind of a thing, like a little bit on my view. Let’s just say, for instance, if it was me, and my latest health ailment, and I’ll share it with you. I always have no shame anyway. … It’s psoriasis right? I’ve never had this before. I have a theory- of why I have it now. I it, I’m in the process of trying to work it out and see how I can get rid of it, ’cause it’s very annoying and it’s not- Annoying, yeah … not sexy at all. So I’m in the process of doing that. But say, for instance, that was my niche, I would go and basically go on chat or- Yeah

[00:23:34] call and say, “Give me 52 things about that,” and just- … kinda just talk about that, and- Yeah … basically just very narrow, just one type of skin condition. And that’s kinda, like I said, that’s basically what he did and just beat it in- … LinkedIn universe to say- Yep … “Hey, it’s psoriasis guy,” and now he- Yeah

[00:23:53] is that guy. Whenever anybody wants that, he’s- They think of him, they think of him. Yeah. So- Yeah … yeah. G- and again you’re a marketing person, so anything that would give you the relevance in that w- that strategy, I think it w- is great. I, and I think that you don’t have to do it to the e- to the extent that he did it.

[00:24:08] Yeah. But- No, I think it’s an interesting strategy, for sure. I don’t know that it would really work now, and I think it just depends, too, on what he’s selling and what the actual niche is and, If there’s other parts of his strategy that are more conversion-focused as well. Yeah. Like if he does sales calls or if he also maybe has a podcast, so he’s maybe attracting people with the strategy, but then also there’s a different place where he’s creating content that’s more unique to his own thought leadership- Yeah

[00:24:36] so people can hear that and convert, right? Yeah. So there’s a lot of pieces that are… It’s very interesting. But yeah. I, you know why I find this fascinating? I think, and again, please steal it. I have no ownership on any of the… I just like- Yes … like I said, if you ever listen to any of my podcasts, I give away what I consider great ideas.

[00:24:51] It’s not mine, so it’s like I think- Yeah … and I, the some of the stuff I hear is so fascinating. But even if you let chat do it or one of these AIs- Yeah … to get you on a topic that you use in your own way so that you are, you can be prolific. ‘Cause that was like, like for me, that was the hardest thing about blogging was just coming- Yeah

[00:25:11] with co- Yeah, with all the content and all the ideas. Yeah, definitely. Yeah, and and I’ll answer your question in terms of how I approach it, how I think about it if I’m promoting it or not. The answer is yes. I do encourage my students to lean on AI, and particularly ChatGPT, but what I teach can work with, Claude or any of the other LLMs as well.

[00:25:29] In my program I have… So after we actually identify what topics your audience needs from you to be ready to buy, we use, that’s the first third of my program. The second third of the program is where the rubber meets the road and you actually write those blog posts. And in the writing section, I teach a four-step writing process.

[00:25:47] The first step is outlining and that’s where we use our brains exclusively. I do encourage my students to use ChatGPT as a brainstorming tool in the beginning when we’re picking topics, but once we get into the writing- I have them do step one of the writing, which is outlining with their brain and my outline.

[00:26:04] So I have nine different types of blog posts that I teach in my program, and we have one outline that corresponds to each one. So you use the outline to go through, and it’s like having me over your shoulder prompting you through what to say in your blog, and you’re outlining what you’re gonna say by answering all of my prompts and my questions- with your brain only. Yeah. ‘Cause I want you to decide what you wanna say about the topic because you could– It’s like you could write a blog post about, anything, like psoriasis, for example, and there’s so many different things you could say. So I wanna ask my students to think what do you want to say?

[00:26:34] What is your thought leadership? What’s different about you? What do you wanna say that’s also gonna help people understand your paid offer? And so once they do that, then we take their brain dump of what they answered with my prompts, and we actually put that into a GPT. And that’s step two, which is draft.

[00:26:52] So some of my students draft the old-fashioned way ’cause they prefer to do that- … just writing it. And then some of my students draft with AI, and that’s step two. So step one is outline with your brain, step two is draft, and you can draft either with AI or with, just the old slow way. And some of my students do the old slow way and it’s fine, but a lot of them use the draft and the AI.

[00:27:12] And then we have two more steps where we basically re- flush out and refine. But we don’t bring ChatGPT or any AI tool in on the writing part until step two. And so for me, that’s the way I decided to teach it because, as you mentioned earlier, you kinda said something that made me nod my head and say, “Yeah, that’s the one.”

[00:27:32] You said, are you encouraging people, not encouraging people, or is it a combination of using your brain and AI together? And it’s that one, right? It’s the combination. And to me, doing it this way is the best way that I came up with to teach people to not lean on it too much, but to lean on it enough so that they are making their process faster, more efficient, and sometimes more creative because AI sometimes will make us more– help us think out of the box ’cause we tend to follow the same patterns with our brains, right?

[00:27:59] Like synapses kind of form, and then you just always follow the same patterns. Yeah. And AI can kinda get us out of that box sometimes if we need that when we’re writing. So that’s my approach to it, and I do believe that AI is great for writing. I just think you need to use it in a certain way if you want to follow my method, which is to have a capsule blog library on your own website of your own thought leadership content that only you could have written that wouldn’t have been able to be written by, any other psoriasis expert- … so to speak. Yeah. Because I think that’s part of what people are looking for in 2026 in order to feel ready to buy your offer or hire you as a coach. They don’t want information, they want your unique perspective, and to understand what’s different about you and how you think and how you approach solving their problems than anybody else does, so I guess bef- I definitely wanna get into the concept of the capsule blog because I know you’ve mentioned it and then so if you could describe it a little bit more, like conceptually so we could get a visual- … of it. But I do wanna touch on one interesting aspect of AI that I wanna see if you think is h- hurting or helping- Okay

[00:29:05] because of that interaction with the AI. Now even on the Google searches and it, there’s just like you’ll ask a question about psoriasis, and then it’ll give you like the- … psoriasis s- summary. Is– Do you think that’s hurting blogging at all as well? I think it is hurting people who have blogs- That they monetize with traffic- and ads, like we were talking about earlier. Because Google searches for… Not Google searches, but Google clicks to people’s websites who have mostly information on their websites are way down. Because basically these days with AI, you don’t need to go to a website to get the information.

[00:29:46] I still do myself, because when I Google… I was just doing it last night. I was googling some things, and I noticed that I googled s- a question about a TV show that I started watching that I don’t wanna finish. But I want, but I wanted to know what happened. That’s funny. So I googled. I was like, “What happened?”

[00:29:59] Yeah. That’s funny. It’s this show that I started watching called Prodigal Son. Okay. No offense if anyone’s listening that was involved in the production, but I watched a few episodes- … and I was kinda like, “This isn’t that good.” … But I really wanna know what happened. I’m like, “Who’s the girl in the box?”

[00:30:12] Yeah. That’s really smart. I- but when I googled it, I read the answer and I was like, the AI-generated answer, and I was like, “That doesn’t make sense.” And so I clicked on what it was sourcing, and I read what it was sourcing from, and I was like, “Oh, okay, it misunderstood the article that actually answered my question.”

[00:30:26] But anyway, it helped me f- so I ended up on a website anyway to get the answer, and it was a blog. Got it. Yeah. Oh, my God, w- why did I, why am I honest? What was it? No, does it hurt it basically- Who were you talking about? … ’cause it’s- Oh, yeah … like- yeah … diverting that, yeah, the traffic- Right

[00:30:38] away. So yeah, I think it’s hurting if that’s your strategy. And I would imagine it might be hurting if someone wrote blogs the way your friend did, a few years ago, if they did that now. But for what I help people do, I know I don’t think AI is hurting because people, again, like AI’s not gonna be able to show how you are different.

[00:30:59] Or they’re not… AI’s not gonna be able to talk about what you do inside your offer that actually gets people there. And I think for health coaches who are used to just giving information, it might be a problem. But for health coaches who know that helping people with accountability and, really digging deep in terms of the mindset piece that happens behind- changes people make or don’t make, I don’t think, I don’t think the industry’s in trouble. I think it’s actually, fine for it, in my opinion, for both- getting health coaching clients and getting them with a blog. Got it. At least if you’re doing it my way, I’m not worried about it. Okay.

[00:31:35] Cool. Makes sense. All right, so let’s just dive into the capsule blog too. S- sorry about that TV thing. I don’t… No. No, it’s perfect. Let, look but you’re right. I think that’s what- Yeah … th- that’s why I asked the question because I know- Yeah … people are getting… They’re putting in a question and they’re getting the answer.

[00:31:52] And some people just say, “Okay, that’s the answer,” and then they go about their business. They won’t go down and say like you said, “The AI is wrong.” That doesn’t make sense. Yeah. “I’m a robot.” Yeah. And then people are at least understanding that’s the case, and then they will go down

[00:32:08] a little bit. But I know that there’s some people who just think the AI is God at this point, too, and they just take whatever that they get and that’s it. ‘Cause, you know- yeah … a, a lot of people just asking, “Okay, what supplement do I take for gut health?” And then it give you 10 supplements, and it’s “Okay, I’ll go buy those 10 and I call it a day.”

[00:32:24] That’s- some people think like that. You know what I mean? That’s just the way it is, but- Scary, man, but okay. It is. Yeah. Yeah. Yeah. No, exactly. But yeah. So yeah, I definitely wanna at least talk a little bit about the capsule blog. Just- … at, if you could flesh it out a little bit just briefly- Yeah

[00:32:38] so that we can understand what it actually is. Yeah. And I have a whole training on it, too, if people wanna learn more. But it is 12 to 20, between 12 and 20 blog posts- … that w- I know I’ve said this before, but they cover all the key things that your audience needs to hear and learn and understand more deeply to be ready to buy your paid offer.

[00:32:58] So when you’re coming up with topics, for example, you’re not thinking, “What could I write about this subject today?” “What do people wanna learn? What can I teach them? What information do they need?” There might be a little bit of that, but mostly the main question that you’re asking- Is what do I need to write and present to my ideal audience for them to feel ready to buy my offer?

[00:33:21] And that’s the difference, is it’s not just informational, it’s actually conversion focused. And we still write very helpful content and that’s really what it’s all about, is finding that balance between being helpful and useful and fascinating as well. I think it’s important to be fascinating and- one of the ways you become fascinating as a marketing, as a marketer or marketing a, a coaching program, is to have different opinions than everybody else, right? I’m not saying have them just to, for the sake of having them, but to just really excavate your own thought leadership, which is another good reason to write a blog, by the way, ’cause it does that.

[00:33:52] Yeah … yeah. But it basically, it covers all those key things. And I always tell people, literally take a sticky, put it up on your wall in your office, wherever you write content, and next time you go to write content, whether it’s a blog like I want you to, whether it’s podcast episode, whether it’s a social post, look at that sticky because I want it to say, “Don’t think about what they need to learn or what you want to teach them.

[00:34:11] Think about what they need to feel ready to buy your offer, and write about it.” So that’s really what it’s all about. And when I created my first capsule blog library back in the day, like 2018-ish, around there- … that’s when I started, or ’17 maybe I started my capsule blog was 18 blog posts.

[00:34:28] So it’s between 12 and 20. It’s up to you where you want to be in that sweet spot. I say no fewer than 12, no more than 20, but you can write a few more than 20 if you’re a big writer and you love it. … But I don’t want you to write a new one every week or every month because what I want you to do instead of writing new blogs every week and every month, is I want you to take what you’ve already written based on the things that your audience needs to feel ready to buy, I want you to repurpose it, I want you to re-share it on a loop and repeat your main messages over and over again.

[00:34:58] And I want you to do more repetition than coming up with brand-new things to say because that, in my opinion … I don’t even, I think in my opinion is too weak a statement. I think I know for a fact- yeah … from all these years of doing this, that it’s actually repetition in our messages that make it so that people feel ready, trust us and understand what we do, and be- help us become known for our thing.

[00:35:19] And that comes back to what you were talking about earlier, that repetition. I think it’s repetition of those main high-converting messages that are gonna get you clients, not coming up with brand-new things and fire hosing your audience every week with some new concept or new idea, that’s how it works I wish I had met you, what, 10 years ago.

[00:35:37] It’s never too late. What does your audience need to feel ready to buy? Yeah for me, I would’ve… I, that’s how, like I said I started out as a blogger. I think I could’ve got- Yeah … and, Okay … all health coaches who are listening now who would wanna even go with this, you, you- would be a masterful resource for them to have and to, to, to- Oh, thank you … get on the right path. I’m just making reference to my failed experiment, a decade ago, that’s me. I wanna ask you more about it, but I guess we don’t have time for me to get deep into it. Well- I wanna know more about it.

[00:36:07] Yeah. I, no, listen I, maybe it’s helpful to the audience. Y- give me a yeah, the one thing that you would love to ask about it ’cause, Okay … I think it could be helpful What was your… Yeah, what was your intention when you started the blog? What was your business at the time, and what did you want your blog to do for your business?

[00:36:22] Yeah, I wanted… I knew I wanted to have authority in in the health coaching space specifically about fat loss. That- Okay … was what I was doing. So- Yep … but again what was catching me off or throwing me off big time was the fact that I f- also felt like I had to make a post that was n- like, so original that it’s almost never been dis- discussed before because I, that was- like, why would they listen about this when, 500 other people have written about it? So I think- Okay … that’s why, my pr- if I got to the 12 blog posts, it was just- racking my brain on how to create this content that I- Okay, so you only wrote a few posts to start basically? You didn’t spend years writing lots and lots of blog posts?

[00:37:08] No. Okay. Okay. I, like I said, probably went for a few months, Yeah … trying to do it on a weekly basis, and- Yep … didn’t get a- get anywhere at all. Okay … yeah, and just said, threw my hands up. But again, like- Yeah … to, to the, your points that you’ve t- ta- talked about, the direction wasn’t clear.

[00:37:26] The strategy of really what I wanted as an outcome wasn’t clear. I wasn’t- Right … doing it- So you didn’t have that vision. You didn’t know what- No … you were working toward, yeah. I, I’d all wanted clients and I, I- Yeah … I wanted to be an authority on these subjects. But again, like the way that you framed it is really what was very impactful for me to hear, was I- I went about it all wrong, and it would’ve been great to have someone like you at that time to kinda refine the message, and then- Gotcha … or, clarify a direction. I c- I think there’s a lot of the health coaches who listen now who are interested in that would could see that, yeah, it will put a little bit more strategy.

[00:38:02] Even if it’s a passion of yours, like the, “I just un- love-” Yeah … there is a way to work that, yeah, no, I have a lot of students who… It’s funny, I have two different kinds of students. I have people who hate writing. Yeah. And they’re like, “I don’t wanna write, but I want a blog.”

[00:38:14] And I’m like, “Okay, I can help you. I’ll give you outlines. It’ll be so easy to write,” yeah. And then I have people who love writing, but sometimes they tend to overwrite and they need a little bit of help figuring out how to use that passion for writing, but in a way to make it so that what they’re writing is actually gonna give them ROI and get them clients, yeah. Yeah. Yeah. No, that, that- Yeah … yeah. Yeah, that makes sense. I’m glad I asked you because I wasn’t sure. I was, like, thinking, oh, maybe you wrote a blog for years and had a new one every week and were confusing it with thinking… ‘Cause this is what I see a lot of times with health coaches, is that they’ve been writing blog posts for years and they have a bunch of blogs, but they’re not really serving their business.

[00:38:49] So I was wondering if maybe that’s what happened. And I abandoned ship Yes. Before I got- Yeah … down that road. Yeah. And that’s so common too, because, and I hear that so much from my students, is in my onboarding forms especially, they’ll say “The biggest problem I have is I just don’t know what, I don’t know what to write about after the first couple of posts.”

[00:39:06] I’m like, “Or at all.” Yeah. Yeah. Yeah. Gotcha. But thank you so much for being on the show. I think it was really enlightening for myself, and I know a lot- Cool … the coaches are gonna get a lot out of it. So if you can, l- let us know how we can keep in touch with all the cool stuff that you’re doing- how to get you to help help them out, with your services so that they can get a capsule blog kind of thing going. Sure. Website, social media handles, and anything else you wanna leave us with. Okay. Yeah. So my website is jannaomedia.com. So it’s Janna O. My last name’s Ososky, so it’s just Janna O.

[00:39:40] is what I say. So it’s jannaomedia.com. And I have a free blog strategy training that’s the perfect place to dip your toe in. It’s basically teaches you the capsule blog library concept and the strategy behind it, and answers a lot of the FAQs about it. So it’s a little bit about what we touched on, but a lot deeper.

[00:39:56] And it’s right there on my homepage. But you can also go to jannaomedia.com/free/blog- free-blog-training free blog training to get that. And then as far as social media, I’m not super active on social, but the places where I show up the most are Threads these days, which is interesting.

[00:40:14] What’s the other one? What’s the- threads. Threads. Oh, Threads. Threads. Okay. Yeah. Yeah. Okay. So you can find me there and on Instagram and on Pinterest, and my handle in all those places is @jannaomedia- Okay … if anybody wants to connect with me over there. But yeah, my website’s really the hub of all of my best content and you can join my email list from my website too, and that’s where you’ll get the most exclusive stuff.

[00:40:35] Awesome. All right, Jan, thank you so much for joining us today. Hope you have a great rest of the day. Thank you. Thanks for having me. This was good. Thanks.

[00:40:43] Hope you enjoyed listening to today’s episode of the Health Coach Academy Podcast. If you did, jump over to iTunes and leave a rating and/or review. It goes a long way in helping get this message out to our fellow health coaches and people in our industry. Also, if you can, jump over to my website, omarcumberbatch.com, where I give out a lot of freebies, including my five-day sugar challenge for people who are having issues with sugar.

[00:41:06] And also for health coaches, I have the book Hidden: The Six Not So Obvious Ways to Get Your Clients Unstuck. Have a great day