8 Different Types of Content for Your Holistic Business

A library of content on your website is a huge asset for your holistic business. It will help you to attract more of your favourite clients and repel those who aren’t right for you.

Content is the marketing you create, publish, and distribute online to share your information. Online content includes your website pages, blogs, videos, podcasts, live videos, social media posts, graphics, emails etc. If you’re serious about finding clients online for your holistic, you’ll have to create content.

Whilst social media is content, if you’re marketing yourself online, you must build a content library on your own website. If you rely purely on social media, you’re building your business on borrowed land, the rules could change tomorrow, and you could lose everything. If you have a website, you make the rules.

Creating content around the questions you’re regularly asked will help you to grow your business because if you’re asked, you can bet Google is being asked too. A library of content, once created will answer the same questions in the future - you will be able to point people towards the answers, saving you time and energy.

According to a brilliant book called ‘Content Fortress’ by Martin Huntbach and Lyndsay Cambridge (which I highly recommend if you’re serious about creating content), there are 8 pillars of content that will benefit your business:

Repelling Content

This is how you protect your time and energy from clients who aren’t right for your business. Work out who you don’t what to work with and why. There are many reasons why you may want to repel certain people – those who are too demanding, those who don’t fit with your values, those who won’t do the necessary work, those who can’t or won’t pay for what you do, etc.

Attracting Content

This is about attracting the people you want to help – those who will benefit from your approach and will respect you and your expertise.

By really understanding your niche, and your favourite clients – their motivations, and their values etc, you can create content that will attract them.

Sales Content

This is the content you create about your services and products. Without making sales, you don’t have a business, so this is key to turning people in your audience, into paying clients. It’s about giving people the information they need and making an offer so they can decide you’re the right practitioner for them.

Pricing Content

Do you share your prices on your website? So many practitioners hide them believing that if they can get someone onto a call, the price won’t be an issue. For me, being upfront about pricing is being transparent - it will save you time and help you avoid awkward conversations if someone can’t afford your services. Or save time on calls that won’t lead anywhere.

Guiding Content

Helping clients to understand what working with you involves and their role, it will reinforce to your clients that they’re in a safe pair of hands. Guiding content pre-frames to your clients what to expect from working with you and helps keep them happy.

Process Content

Communication is vital in maintaining a great relationship with your clients. Process content will reinforce their decision to work with you because they understand what happens next – you guide them through the process, so they feel supported. And if there is an issue, process content will help you to navigate it, keeping clients informed at every stage.

Culture Content

Your values and story are shared through culture content. Clients want to know you’re a good fit for them and that your values align. It’s about sharing what you stand for but also demonstrating it through the way you work and communicate – this is an incredibly powerful way to attract like-minded clients.

Opinion Content

This is sharing your opinions about things and situations. This can be polarising, so treat this type of content carefully, but it’s a great way to show up authentically and attract the attention of the right people. This type of content taps into people’s emotions and is a great way to connect at a deeper level.
This is a very quick tour of the different role's content can play in your business. If you want to deep dive into this topic – get the book ‘Content Fortress’ book – it will walk you step by step through the process of creating these different types of content in your business.

Making Content Creation Simple Masterclass

If you need to get your content creation journey started, or re-booted, my masterclass will teach you how to share your expertise online by creating consistent content – fast! Find out more here.