Anything you post on social media, whether it’s a photo, a quote, an article or a video, is called social media content.

Two Types of Content

For our purposes, we’re going to focus on two types of content that should make up your social media feeds: Self-Promotion Posts and Resources/Engagement Posts.

Self-Promotion posts are pretty much what they sound like. Any kind of update on your practice, work life or post that is designed to act as an advertisement for you, the therapist.

These posts are, in a lot of ways, even more important than your Self-Promotion posts. They can come in many forms, but their main purpose is to make your followers feel like what you share adds value to their lives, and pushes them to engage with your brand.

Whether that means sharing a thoughtful article you found… or wrote:

Or just asking your audience some good questions to get them engaged with your feed:

You’re making their day better! It’s also a chance to showcase who you are and what you stand for in a non-annoying advertise-y way. Instead of telling people you’re a great therapist who knows a lot of quick ways to calm down, take fifteen minutes to jot them down in a blog! It’s a way to build your brand and create solid proof of who you are and what you stand for. And that will generate bookings.

The 70/30 Rule
Now how do you decide when to post what? Stick to the 70/30. 70% Resource and Engagement posts and 30% Self-Promotion. Why? Because you need to provide value to your audience to build trust and rapport before you ask for bookings, opt-ins or something else from your clients.

So next time you post something, remember to consider what you have posted recently and make sure you’re making more ‘gives’ than ‘asks’.