Mental health professionals know what they do can help people. They understand the services and treatments and know they can improve the lives of many. But how do they share that with potential clients? Through content marketing. And with the right content marketing resources for mental health clinics, any provider can create helpful content for their clients.
Why Your Mental Health Clinic Needs Content Marketing
Everyone has mental health, which means we all need mental health care. But not everyone knows how to care for their emotional well-being or what resources are available to them. Content marketing can bridge the gap between the available mental health services and resources and those seeking help.
Mental health marketing can build awareness about specific conditions or services available. It can help people find the care they need while reducing the stigma surrounding seeking help.
Marketing can also help connect people to mental health resources like therapists or treatments they didn’t know were available. When people are aware of conditions and know help is available, they’re more likely to seek mental health care early, which can help get control of symptoms.
Mental health marketing also can promote strategies people can employ every day. Nutritious eating, exercise, reducing stress, and focusing on self-care are crucial components of mental health care. By promoting these strategies, mental health marketing can promote overall emotional and physical well-being.
Content marketing supports the customer’s journey by giving them information to empower them to make choices. Mental health content marketing helps your clients better understand emotional well-being so they can make informed decisions about their health.
Books on Marketing for Mental Health Professionals
Some of the best content marketing resources for mental health clinics are books. But not just any marketing book can help you build a strong content strategy that caters to your audience.
These books were written with mental health in mind:
- Marketing for the Mental Health Professional. This book features real-life stories and tips to help you develop strategies for engaging clients and creating an impression that gets remembered. Marketing for the Mental Health Professional by David P. Diana shares tips that sales and marketing professionals use, showing you how to put them to work in your business.
- Clicking With Clients: Online Marketing For Private Practice Therapists. Written by a digital marketer turned clinical psychologist, Clicking with Clients by David Wendler strives to help therapists feel comfortable marketing their business online.
- Everybody Writes: Your New and Improved Go-To Guide to Creating Ridiculously Good Content. Writing is an integral part of content marketing, and Ann Handley’s Everybody Writes has the tips and tools to help you write better as a marketer.
- KNOWN: The Handbook for Building and Unleashing Your Personal Brand in the Digital Age. If you’re interested in becoming known in your particular field and building a personal brand around your work, Mark W. Shaefer’s KNOWN is worth looking into. The book provides case studies and exercises to help you build your brand online.
Podcasts on Content Marketing in Mental Health
Books are great, but podcasts are an excellent option if you want something more timely that you can consume on the go.
Check out these marketing-focused podcasts for wellness providers:
- The Wellness Business Podcast. Karen Pattock and Kathleen LeGrys created The Wellness Business Podcast to focus on the core principles of building a profitable wellness business.
- The Authentic Marketing Show. Hannah Flores created The Authentic Marketing Show for health and wellness practitioners who want to grow their businesses authentically.
- Thrive Through Marketing. Jessica Thiefels’s Thrive Through Marketing podcast is the only organic content marketing podcast for wellness brands.
Blogs on Content Marketing
Blogs are a fantastic resource for learning more about content marketing. We could recommend a ton of marketing blogs because there are so many great ones out there. But we pared it down to make this list more helpful than overwhelming.
Some content marketing blogs to consider:
- Content Marketing Institute. The Content Marketing Institute exists to advance the field of content marketing through online education and in-person events. Look no further if you’re looking for information about building a strategy or current content marketing trends.
- Contently. The Content Strategist is a blog from Contently, a company that has partnered with some of the biggest brands in the world to create content. Their focus is storytelling and creating the best content.
- Buzzsumo. Data and analytics don’t lie, and Buzzsumo is all about understanding the data from your social media engagement. The Buzzsumo blog is full of tips and resources to help you become a better content marketer.
- DigitalMarketer. The Journal blog from DigitalMarketer is written by marketers for marketers. It provides daily posts on all the hottest topics.
- HubSpot. We couldn’t leave out the HubSpot blog. HubSpot is the place for marketing information and education. They have tons of amazing free learning opportunities in addition to their blog.
Tools to Help Create and Manage Marketing Content
Once you’ve done the research and created a plan, it’s time to get to work. It takes a lot of great tools to manage an effective, productive content marketing plan. The tools below are some of our favorites that we use pretty much daily.
Semrush is a one-stop shop for content marketing tools and resources. If you want to research keywords, see how your marketing efforts measure up against your competition, and get insight into blogging and Google, Semrush has you covered. From writing a single blog post to building an entire content strategy, Semrush can help.
Semrush is especially great for search engine optimization, creating content that ranks high in Google searches. Semrush can help you find the right keywords to target in your content and track their performance over time. The one drawback with Semrush is it can be overwhelming at first. But you’ll love it once you get the hang of using it.
Social media is an integral part of any content marketing strategy, but keeping up with the publishing schedule for the various platforms you’ll be using can be stressful. That’s where SocialPilot comes in.
SocialPilot allows you to easily schedule posts to different social media platforms while showing how those posts perform. You’ll be able to monitor engagement easily because SocialPilot brings all the comments together in one place, so you don’t have to login to each account separately to respond. And SocialPilot makes it easy for your team to understand their social media roles and assignments, which is great if you have a team handling your social media.
Part of any content marketing plan is creating the actual content. Video and podcasting software can be expensive and difficult to learn. Plus, once you’ve done that work, you must pay for separate software to create the transcript. Descript allows you to edit videos or podcasts, and it creates the transcript for you. Plus, it also allows you to record your screen and create clips from your recorded content, so you can repurpose it across your various platforms.
No one remembers all the grammar rules off the top of their head. (Not even those of us who write content all day.) That’s why Grammarly is a must. Grammarly reviews your writing and shows you the grammar mistakes you made. And while it’s not the same as the work a professional editor would do, it’s a great option to double-check yourself.
Google is the most popular search engine and the company that sets the standard for what makes good content. It only stands to reason that they would have a tool to help you see how your content marketing efforts are going.
Google Analytics is a free tool that helps you understand how people are finding your content. Google Analytics will collect information about the people who access your website and share any trends or patterns with you. It’s a great way to find hard data about your audience, which can help you generate more leads from your website.
Content marketing is visual. Even if you’re writing blog posts, you have to give your audience some sort of image to accompany the content. Still, you likely don’t have time to take pictures or learn new graphic design software. That’s where Canva comes in.
Canva is a photo, graphic, and video editing platform chock-full of stock graphics, images, and video. There are tons of templates built into the platform, so you can create images or video for any social media platform, as well as for your blog posts.
The key to executing a content marketing strategy is project management. At any given time, you need to know where your content stands in the creation process. Plus, if you have multiple social media platforms and a blog or YouTube channel, you’ll likely have many posts in the works at any given time.
ClickUp is a project management software that can give you a bird’s eye view of your projects while also allowing you to hone in on a specific task within a project. You can assign different tasks to team members and even communicate within ClickUp so you can see all the information in one place.
When your content resonates with your audience, they’ll be ready for more. One of the best ways to give them regular information is to have them sign up for your newsletter. Newsletter subscribers are your warm audience. They’re most likely to buy from you, which is why your business needs an email newsletter.
If you need a platform to send your newsletters, look no further than ActiveCampaign. While you can use it to send emails, ActiveCampaign does so much more. It can help you better move customers through your marketing funnel and help you build landing pages.
Good stock photos are challenging to find. When you do find them, you may feel like you’ve seen them all before. Unsplash is a great source of free stock photos. You can search by a specific topic or category or by what you want featured in the image. Unsplash allows you to create collections of different pictures, so you can always have a surplus of images at the ready.
Consider a Content Marketing Partner
The best resource or tool is a great partnership. At Content Journey, we specialize in content marketing and mental health. We follow these guiding principles for mental health marketing to ensure that everything we do for your mental health clinic helps reduce stigma and provides people with accurate information they can trust. Contact us today to learn more about how to partner with us.