Content for Therapists and Coaches

Why content is essential for your practice
What specific kind of content to create
How to share it with your audience

CONTENT 101 | The Missing Map for Your Practice

Why having and sharing content is a must for your practice

Nothing communicates as clearly that you are in business and all about service as sharing content does! What distinguishes a struggling private practice from a thriving one is consistency in providing quality content and there are 5 reasons for this:

1. Success of your practice depends on your clients success

If during a session you were to explain and instruct your client (to the extent you feel is needed for educating and guiding them on a specific topic), very little time would had been left just for the client. That’s what content is for! To prepare the client (for the upcoming session) or remind them (post session) on what would be useful for them to know of, understand or practice.

2. Enhance presentation of your offers and be found online

If you want to be found online, your website needs to have enough material for rich SEO. This means that focusing on a specific topic on one service page is not enough for your website to rank in relevance for the topic. By adding content pages elaborating on the same topic from different angles, you are not only providing more information to your audience, but also – through SEO – making your website more relevant.

3. Cultivate your audience by providing value through content 

To cultivate and stay in touch with your audience by sharing value via your content is an ongoing service. If you want people to come to your website more than once, content is the only way to give them a real reason to do so. Have opt-in forms throughout your website to collect emails so that you can send an autoresponder notification (monthly newsletter) about new content. The same instances of new content can be promoted via social media.

4. Your success depends on your clients success

If during a session you were to explain and instruct your client (to the extent you feel is needed for educating and guiding them on a specific topic), very little time would had been left just for the client. That’s what content is for! To prepare the client (for the upcoming session) or remind them (post session) on what would be useful for them to know of, understand or practice.

CONTENT CREATION FOR PERSONAL AND PROFESSIONAL GROWTH

Each form of content creation provides an opportunity for growth. On a personal level content creation comes with mastering new skills, broadening horizons on what you can and what you want to do, and direct creative experiences that are both satisfying and empowering. Professionally, by creating complementary content that directly serves your clients and audience on their own path of growth, empowerment and success, which in return makes you grow in your professional ability and success. Additionally, as you embark on creating content as product – from courses, books, podcast or YouTube channel – you are turning your content into a source of income. 

DOs & DON’Ts of Content Creation

✅ Post with strategy (audience, value, share)
✅ Post consistently (frequency, schedule, dates)
✅ Clarity on value (for your audience)

❌ Low or no-value content (for your audience)
❌ Generic content (not focused on your audience)
❌ Random posting (inconsistent sharing)

SIMPLE DEFINITION OF TERMS

Copy vs. Content

COPY – Your main pages presenting you and your services are copy pages. This includes Home page, the About, Services and Contact pages.

CONTENT – Content is supplemental material created purposefully to support and serve your clients and audience by offering education, instruction and inspiration.

Clients vs. Audience

CLIENTS – Your current clients – individual clients, couples or groups – that are paying for your services. 

AUDIENCE – Those who become interested in what you offer via publicly available content. Your audience can be your fans (via your social media content), your readers (via books, articles), or your former clients and students. Your audience is a source for new client leads.

Brand vs. Branding

BRAND – In a one-person-practice you are the brand: the services and products you offer, your specialty and level of expertise, your availability and delivery style a client directly experiences in working with you.

BRANDING – Means of communicating about your brand through your website, creating and sharing content, online presence and advertising.

1. Content as Resource for Clients

Empowered clients ⇒ Successful clients

Happy clients recommend your services

Empowered therapist ⇒ Successful therapist

PURPOSE

Educated client is a better client

By providing supplemental material to educate, instruct, and inspire your client, you empower the client to show up with growing confidence in process working with you. Their confidence and the results that follow make you a better serving therapist and coach.

GROWTH

Above the average service

Support available to your clients through content helps them to further clear path to where they want to go. In between the session you are with them through the content created with them in mind.

This benefits your practice by a growing number of clients recommending your services and a good reputation that precedes you.

EXAMPLES

What you already share +

Educational material:
articles with introduction to principles, concepts and terms, recommended podcasts or books

Instructional material:
step-by-step how-to tutorials, guided exercise, a practice guidelines – as a PDF or blog post

Inspirational material:
poems, stories, lecture, talk

SHARING

Privately shared

Resource material is shared as a link in an email to a client. This entails pre-established clarity with a client that providing supportive content via email is a one way street (ie emailing about the content is discouraged). The shared content is there for the client to use on their own.

1.

RESOURCE

Content As Resource

Do you recommend a book to your clients or have a list for recommended reading?
Are you asked by your client for a copy of the poem you quoted in a session?
What about a link to a guided meditation online that’s easy to follow?

If you are already doing it (and often sending your clients to different websites when they ask you for a link), why not re-create the same content on your own website and bring your clients to your pages (free of ads and distractions)?

By doing that you are 1) creating a curated library of supportive resources on your website for clients to go to, and 2) provide additional support to your clients when they need it.