The 3-Part Content Strategy for Coaches: Free, Paid, Evergreen

If you're building a coaching business online, you're probably hearing it all:

“Post more content.”
“Create value daily.”
“Launch that offer.”
“Don’t forget the email list.”

And while yes — content does matter — what no one tells you is how to structure it in a way that works long term (without requiring you to be on 24/7).

Here’s a simple strategy I recommend to clients who want to:

• Show up consistently

• Sell without sounding pushy

• Build assets that keep working over time

It’s built around just three types of content:
Free. Paid. Evergreen.

Let’s walk through each one.

Free Content: Build Trust and Visibility

This is the content you share freely. It attracts your audience, builds familiarity, and gives people a “preview” of what working with you might feel like.

Think:

• Instagram Reels

• Carousel tips

• Free workshops or challenges

• Blog posts or newsletters

• Podcast episodes

• Short how-to videos

Your free content should do three things:

1. Show what you believe (your values or framework)

2. Teach a small win (solve one problem)

3. Lead somewhere (a link, a course, a call)

You’re not trying to give away your whole method — you’re building trust and curiosity.

Tip: Reuse and repurpose. A blog post can become five Instagram posts. A workshop can become an email series. You don’t need to create something new every day.

Paid Content: Solve the Bigger Problem

This is where you go deeper. Paid content is where your full offer lives — your course, group program, 1:1 coaching, or digital product.

It should:

• Walk someone through a clear process or transformation

• Help them avoid common mistakes

• Save them time or give them a shortcut

Examples:

• Self-paced course

• Live coaching container

• Templates, scripts, toolkits

• Private podcast or audio series

The key here is that your paid content should not feel like “more of the same.” It’s the organized, focused version of what your free content points toward.

You’re not selling information. You’re selling clarity, structure, and momentum.

Evergreen Content: Let Time Work For You

Evergreen content is the stuff you create once and use again and again. It works behind the scenes — while you rest, launch, or scale.

This might include:

• A free opt-in or lead magnet

• An email welcome sequence

• An SEO-optimized blog post

• An automated sales funnel

• A YouTube video or podcast episode that ranks

These are your digital assets. They don’t disappear after 24 hours. They keep working — and they help turn new people into paying clients without always requiring live effort.

Start small. One helpful blog post or one freebie with an email follow-up can make a big difference over time.

How They Work Together

• Free content draws people in and builds trust

• Paid content provides the full solution

• Evergreen content keeps things moving in the background

You don’t need to do all three perfectly right away. Start by mapping out what you already have — and where the gaps are.

Then work toward building a system where:

• People find you through your free or evergreen content

• They learn your style and values

• And they’re guided toward a paid solution that actually helps

Final Thought

You don’t need to post more — you need a strategy that connects the dots.

Free content earns attention.
Paid content delivers results.
Evergreen content gives you breathing room.

When all three work together, your business runs with more clarity — and a lot less content chaos.