Content marketing for therapists: A guide to content that connects and converts 

It’s no secret—content marketing is a powerhouse for small businesses, including therapy practices. In fact, businesses that embrace content marketing generate three times more leads than those using traditional marketing, while spending 62% less. Even more impressive, 63% of marketers say that sharing valuable content helps build long-lasting client loyalty.  

If you’re looking for a genuine and effective way to grow your therapy practice and connect with the people who need you most, content marketing is one of your best tools. Therapy practice marketing can help you attract therapy clients online by showcasing your expertise and building trust. This guide will walk you through using content to do this! 

What content marketing is and why it works 

Content marketing is all about creating and sharing helpful, relevant content to attract and engage your ideal audience. Unlike traditional advertising, which focuses on selling, content marketing is about providing value. It’s about answering questions, solving problems, and building relationships. 

For therapists and practice owners, this might mean writing a blog post about managing anxiety, sharing self-care tips on Instagram, or sending a newsletter with resources for mental health. These therapist blog topics can address common client concerns and position you as a trusted expert. The goal is to show potential clients that you understand their struggles and can help them. 

How content builds trust and attracts clients 

When you create content, you’re not just sharing information—you’re building a connection. By addressing common concerns and offering solutions, you show potential clients that you “get it.” You’re not just a name on a website; you’re a trusted expert who can help them navigate their challenges. 

For example, imagine someone searching online for “how to deal with social anxiety.” They come across your blog post on the topic, read your thoughtful advice, and feel a sense of relief. They see your name, your credentials, and your contact information. Suddenly, you’re not just a stranger—you’re someone they trust to help them take the next step. 

What is thought leadership, and why does it matter? 

Thought leadership is about positioning yourself as an authority in your field. It’s not just about sharing knowledge; it’s about offering unique insights and perspectives that set you apart. When you’re seen as a thought leader, people turn to you for guidance, whether it’s through your content, speaking engagements, or media features. 

Take Dr. Nicole LePera, for example. Known as “The Holistic Psychologist,” she’s built a massive following by sharing relatable, actionable content on Instagram and YouTube. Her posts resonate with her audience, and her thought leadership has made her a trusted voice in holistic mental health. 

For your practice, thought leadership can help you stand out in a crowded field. It shows potential clients—and even other professionals—that you’re not just knowledgeable, but also innovative and trustworthy. 

How to use content creation to grow your practice 

Now that you know why content marketing works, let’s talk about how to do it. There are many strategies to help you grow your therapy practice under the content marketing umbrella. To start, let’s focus on three simple ones you can start with today: social media, blog posts, and newsletters. Each one serves a unique purpose, and together, they can help you reach and engage your audience. 

Social media: Connect and engage with your audience 

Social media is one of the easiest ways to connect with potential clients. It’s where people go to learn, share, and engage. For therapists, it’s a powerful tool to build trust and community. 

What to post: 

• Quick tips and advice: Share bite-sized tips like “3 ways to reduce stress today” or “How to set boundaries in relationships.” 

• Inspirational quotes: Post affirmations or quotes that resonate with your audience. 

• Behind-the-scenes glimpses: Show your cozy therapy room or share a photo of your favorite self-care ritual. 

• Educational content: Break down complex mental health topics into simple, digestible posts. 

 
Real-life examples: 

• The Gottman Institute: Their Instagram is full of visually appealing infographics about relationship tips. These posts are highly shareable and resonate with their audience. 

• Nedra Glover Tawwab: On Facebook, she shares practical advice on setting boundaries, relationships, and mental health through posts and live sessions, breaking down complex topics into simple, actionable insights. 

• BetterUp: On LinkedIn, they share thought leadership on workplace well-being, career development, and personal growth, engaging professionals with thoughtful advice and insights. 

 
Tips to get started: 

• Choose platforms where your audience spends time. Instagram is great for younger audiences, while LinkedIn works well for professionals. 

• Use visuals like images, videos, or infographics to make your posts more engaging. 

• Post consistently—aim for 3-4 times per week—and interact with comments and messages. 

Blog posts: Dive deeper and boost your SEO 

Blogging is a fantastic way to showcase your expertise and improve your website’s visibility. When done right, it can help potential clients find you through search engines like Google. 

Why SEO matters: 
Search Engine Optimization (SEO) is the process of optimizing your content so it ranks higher in search results. This makes it easier for people to find you when they’re searching for help. Keywords play a big role in SEO. These are the terms people type into search engines, like “anxiety therapy near me” or “how to manage stress.” 

How to use keywords: 

• Use tools like Google Keyword Planner or Ubersuggest to find terms your audience is searching for. 

• Focus on long-tail keywords (e.g., “how to overcome social anxiety”) that are more specific and less competitive. 

• Include keywords naturally in your blog title, headings, and throughout the content.  
   

What to write about: 

• In-depth guides: Topics like “Understanding cognitive behavioral therapy” or “How to cope with burnout.” 

• FAQs: Answer common questions like “What to expect in your first therapy session.” 

• Personal insights: Share your thoughts on mental health trends or reflect on your experiences as a therapist. 

Real-life examples: 

• BetterHelp blog: Covers a wide range of mental health topics, from coping with grief to improving communication in relationships. 

• Psychology Today blog: Features articles written by therapists on trending mental health topics, helping them reach a broader audience. 

Tips to get started: 

• Write about the questions your clients often ask. 

• End each blog post with a call-to-action, like “Contact us to schedule a session.” 

• Post regularly—aim for one blog per month to start. 

Newsletters: Stay connected with your audience 

Newsletters are a great way to nurture relationships with your audience. They let you share updates, resources, and insights directly with people who are already interested in what you have to say. 

What to include: 

• Updates about your practice, like new services or team members. 

• Exclusive tips or resources for subscribers. 

• Links to recent blog posts or social media highlights. 

Real-life examples: 

• Therapy for Black Girls newsletter: Offers curated mental health resources, podcast episodes, and community events tailored to their audience. 

• Headspace newsletter: Provides mindfulness tips, guided meditations, and updates on new app features. 

• Ensora Health’s In Harmony newsletter: Yes, yes, we know that we are not a therapy practice, but we also strive to stay connected to our customers—same as you! This is why we launched a quarterly newsletter to share helpful insights, curious trends, practice management guidance, and regulatory compliance updates with our customer base. (No pressure, but we’d love for you to check out our first issue! We are pretty proud of it.) 

Tips to get started: 

• Use a simple email marketing tool like Mailchimp or ConvertKit. 

• Keep your newsletters concise and visually appealing. 

• Send them regularly—once a month is a good starting point. 

How to get started with content marketing 

Feeling overwhelmed? Don’t worry—you don’t have to do it all at once. Start small. Pick one channel, like social media, and focus on creating consistent content. Once you’re comfortable, you can expand to blogs or newsletters. 
Here are a few tips to make it easier: 

• Plan ahead: Create a content calendar to stay organized. 

• Repurpose content: Turn a blog post into multiple social media posts or use newsletter content for a blog. 

• Track your results: Use analytics tools to see what resonates with your audience and adjust your strategy. 

Final thoughts 

Content marketing isn’t just about promoting your practice—it’s about building trust, sharing your expertise, and connecting with the people who need your help. By learning and implementing content marketing for therapists, you can attract therapy clients online. By creating valuable content, you can grow your practice and make a meaningful impact on your community. 

So, what’s your first step? Maybe it’s brainstorming blog topics, setting up an Instagram account, or drafting your first newsletter. Whatever it is, take that step today. Your future clients are waiting to hear from you.