When it comes to creating content for our audiences online, we have to adapt our strategies regularly as platforms are constantly changing. For example, with the rise in popularity of TikTok, many other platforms are pushing video content over and above anything else. However, regardless of the platform you’re posting on or the format of your media, it’s always important to have structure – because you are still running a business after all, and you are still trying to get your ideal patients in the door as opposed to blindly increasing your follower count.


When it comes to creating stellar content, it doesn’t matter how quickly social media platforms change – the best approach is still having the right categories for your topics. They are what’s going to set you up for success and ensure you are covering all of your bases! I have broken down the six must-have content categories for social media. Whether it’s TikTok, Instagram, LinkedIn, or more! You want to make sure you are sending out a varied selection of these kinds of posts:


#1 Education

This is the informative type of content where you get your chance, as a health professional, to shine. This is where you get to share pieces of your massive knowledge base within your niche. The crucial thing to remember with educational content is to speak in your ideal patients’ language and on their level (ie 5th grade English). Relate your knowledge to their biggest pain points and help them understand how it will alter their life for the better.

Here are some educational copy examples:

  • An estimated 20 million Americans have some form of thyroid disease. Up to 60% of those with thyroid disease are unaware of their condition. Women are at the greatest risk…here’s why…
  • Anxiety is one of the most common issues affecting our society today. In fact, it’s gotten significantly worse within the last year, rightfully so. When your body is constantly in a state of fight or flight, your parasympathetic (explain) is not allowing your body to rest and reset. Here’s what you can do now to help your body relax: 3 tips
  • Is your period taking control of your mood, and cravings, and acting as a foreign invader in your body every month? Did you know that you can control your PMS and balance those out-of-control hormones by doing these 5 things.
  • Recipes & food advice can be all educational as well.

Education Infographic Examples:

  • 6 Common Misconceptions
  • 3 Myths About XXX
  • 5 Ways to Increase Your Energy
  • 3 Things That Are Messing With Your Hormones


Educational content is where you are genuinely educating your audience and patients, and not asking for the sale. Think of the information and tips you give during one-on-one care, things people can do at home and on their own, and apply that to this content. One of the best ways to figure out what educational content your ideal client wants is creating a list of FAQ’s you hear regularly from existing patients, and answering those.


Pro Tip: You can always have a call to action like “share this with someone who needs it”, or ask a question like “does this happen to you? Let me know in the comments”.


#2 Entertainment

The first thing to note here is that you do not have to be a funny person or wildly outgoing to share entertaining content, and you don’t have to dance around on Social Media. Entertainment is anything that sparks a laugh or brings someone joy. You can create your own memes or write a funny story that has happened to you or someone you know recently. Anything that will grab your patients’ attention and make them want to share it on their own channel. You can also re-share others’ content as your entertainment posts, but just remember to always tag their accounts when possible. 


Connecting as a Real Person

Entertainment really makes things social but also helps people to resonate with you on a more personal level, they get to know your sense of humor and connect with you outside of just the practitioner and patient relationship. If you really think you’re not funny whatsoever and more introverted, maybe this is your sign to just try and get out of your shell a little bit and give it a try!


#3 Motivation & Quotes

Similar to entertainment posts, motivational content such as inspirational quotes are going to bring that human side to your profile. This is also the type of content that oftn gets shared by others, which is fantastic because when your posts get shared on others’ accounts, you tap into their audiences and that will bring more people to your profile.


Giving your Audience What They Want

The reason why motivation and quotes are great is that people want and expect to see those on social media, especially within the health industry where people are often feeling defeated or challenged. Your patients are always in need of encouragement and support. Again you want to always create any form of content with your ideal patient in mind, and motivational content is no different. These can be so inspiring or heartfelt that they are often the posts that get shared the most and receive the most engagement. When you get people saving and commenting on your posts, the platforms consider it valuable and will push it out to more people (yay!). 


#4 Conversation Starters

This is how you can really engage more with your audience and patients. Conversation starters don’t need to be anything crazy, they’re simple posts, but effective. It can just be you asking your audience a question in your story, or a short video clip of you asking something and posting it to your feed. You can even put your conversation starter on a graphic with a stock image. 


Think about your ideal patient’s lifestyle and try to ask questions you know they will respond to or will make them want to join in on the conversation, and make sure to add your short replies to any comments. This will let you further share your knowledge, help them with an issue they’re experiencing and boost your engagement. It’s a great way to build trust and grow your community.

Conversation Starter Examples: 

  • Would you rather x or x
  • Do you really feel rested when you wake up?
  • What food does everyone love that you can’t stand?
  • If someone hangs out with you for a week are they healthier?
  • Coffee: necessity or meh?
  • Who does the grocery shopping in your house?

Building Relationships, and Your Business, with Conversation

The more conversations you can start the better the relationship with potential audiences that you want to attract can be. This might seem overwhelming or like something that you don’t have time to do, but it’s really a business-building strategy. It’s crucial for you to book time in your calendar for activities that help your business to grow. So if that means having some conversations with people on social media that are going to turn into bookings that potentially create thousands of dollars in sales for you, it’s not that hard to see it as a good use of your time. It’s a lot harder when you think you’re just kind of talking into the void with no clear strategy.


#5 Sales-Based Posts

I want you to always remember that there is no shame in asking for a sale! You need to be sharing sales-based content in order to properly guide your patients and let them know exactly how they can work with you. If you don’t, they’ll just consume content over and over again and get their dopamine rush from any of these platforms – without you getting the conversion of followers to patients! The best way to do this is by adding calls to action at the end of your posts such as,  “Interested in learning more? Head to the link in my bio to book a discovery call with me!”.

Examples of sales-based content copy:

  • Are you tired of feeling overwhelmed trying to figure out what’s really going on with your health? We help women who are xxxx achieve xxxx without xxxx. Book a call today to get started!
  • Are you doing your best to eat healthy, exercise, and manage your stress but you still don’t have enough energy to get through the day? You are not alone. In fact, it could be your hormones causing all of your issues! Our hormones are in the driver’s seat and control xxx. Get tested and see what’s really going on. Head to the link in my bio & let’s chat!
  • I’m thinking of hosting a free masterclass on how to lose weight in 30 days. Would you come?

Remember to add in your calls to action at the end of your caption/copy of your content.


#6 Lifestyle & Expert Positioning

Your patients need to get to know you and see who you are in order to feel confident and comfortable trusting you with their care. It’s intimidating to get out of your shell but once you start showing your face in a video or a selfie, people really respond to it and you’ll notice a difference in engagement. You can also share “behind the scenes”, another popular type of lifestyle content that people love. This can be moments of your day, clinic tours, unboxing new supplements for your clinic, etc. 


This type of post is just as important as the others because the perception of expertise is really valuable, and too many practitioners don’t include content that promotes them as an expert. Maybe you even have a selfie with someone who is more well-known than you, share that photo! That is expert positioning. Or a clip of you teaching or guest speaking on a podcast, that’s also social proof. This is all showing your audience who you are professionally and your level of expertise within your niche.


A Winning Combination

Did you know that a brand needs to touch you in 7 different ways before you take action? This is exactly why all of these content categories are going to set you up for success. The combination of these different types of content is where the magic lies in helping your patients understand your level of knowledge, relate to you as a person, and understand your position as an expert in your niche. They can determine if they like you and trust you enough with their care. Remember to keep a good balance between these 6 categories and I promise you’ll notice a difference in how your community engages with you online and begins to grow!


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