How to Set Up and “Feed” a Claude Project for Your Practice’s Social Media Marketing [Episode 168]

Molly: Today's episode is going to be all about what we feed our Claude AI projects for each one of our Instagram management agency clients, so that it can help create content that is just better. So if you are still using AI in a way that you're just, you have, maybe have like a free version and you open up a chat and you say, "Write me a post about X, Y, Z," then you're gonna want to listen to this episode.

I do wanna just give the disclaimer on a couple things. I have a couple disclaimers. One, I am by no means by any stretch of the imagination an AI expert. So if you are already advanced and you, you know, know all of like the backend lingo and you've built prompts and you've gone into GitHub and you've done all of this stuff, you may or may not find a lot of value out of this episode, okay?

But I do know that even though I am not the foremost expert on AI and that the way that my team and I use it probably is just scratching the surface, although I will say we are learning more and more every day. I did just build myself my own dancing because I'm standing up while I'm recording this, and so I'm dancing as I say this part.

I did just build my own AI messaging tool, um, two days ago and I'm very proud of myself. Uh, the first time I took it for a spin, it didn't actually work, so I've got to test it again to see if I got the bugs out. One of the first lessons inside of my holistic marketing hub program and my group coaching program is this really thorough messaging exercise that if you skip that, like everything else is exponentially harder because, you know, you, you've got to know exactly like who you're talking to, right?

So, um, I will talk about that today. In today's episode, like that's part of what we feed it is the messaging stuff. But I just wanted to like get myself a pet on the back for like figuring out how to build out this tool all by myself. Like I said, I know we're only scratching the service with AI. So if you're more advanced with AI, you're gonna like roll your eyes, snooze fast, and probably not find a lot of value in this episode.

But I feel like the majority of you will still get a lot of use, and so let's dive in.

Hey, welcome to Holistic Marketing Simplified. This podcast boils down to the fact that we wholeheartedly believe that more humans need to know about holistic health solutions, and you didn't go to school to learn how to be a full-time content creator and show up on Instagram and do all of this marketing stuff all day every day.

So let's come hanging out while we chat all thanks easy in your marketing. And my goal is that you shift your mindset around your marketing from a quote should to a I get to. More dream patients and clients, yes, please.

Dr. Shira Posner: Hi, my name is Dr. Shira Posner and I am a chiropractor as well as the owner and creator of the Mobile Mama method. I practice in Alexandria, Virginia, and I listen to the Holistic Marketing Simplified Podcast.

Molly: So my team and I use Claude. We just have, I don't know if this is how you're supposed to do it. Again, I'm, I'm gonna try to not give all these disclaimers like, "Oh, I don't know if I'm doing it right." I have to be so honest with you right now, I feel very vulnerable.

I feel very, um, like I'm out with my pants down or something because I am not the foremost expert on this topic. So there are certain things with Instagram that I talk about with such authority and confidence because it is literally my expertise. So I, like I said, I'm, I'm like pushing through my discomfort to bring you this episode anyway because I know that it will still be helpful, helpful for a lot of people.

My team and I, we just have one pa- you wanna have, uh, paid AI in 2026. I just don't see how you can continue to get away with free. We use Claude, um, for the majority of stuff, and a lot of people always ask, "Well, which is the best?" Honestly, you could just like look that up. Like there are different specialties is the right word.

There are different, different AI tools have different like specialties and uses. Claude is considered the most emotionally intelligent writer, okay? So we use Claude, that's like our pretty much go- to. We also use Perplexity. Now with Perplexity, I do only have the free plan on that. I didn't write Perplexity into my outline, so, because I forgot about it until just now.

So let me just go ahead and tell you why or how we use Perplexity. Perplexity, in my opinion, is better at like search. Perplexity to me is like the closest thing to Google search and AI having a baby. So to summarize kind of like the main differences in Perplexity and Claude, Perplexity is more like research heavy, like if you're doing more research, it will actually cite your sources.

It's more like a search engine with like real time information, whereas Claude is more of like that thinking partner, better for writing, um, like more conversational type thing. So going back to like the whole theme of this episode, what we put into an AI project for our clients. So for every single one of our Instagram management clients, they have their own project within Claude.

The benefit of like if, if you have a paid Cloud account and the only thing you're probably gonna use it for is writing your social media captions, which I mean, that would be silly to pay for it just for that. Like if you're gonna use, I would use it for other things too. But I'm just saying like there is a world where you wouldn't have to put it in a project per se, but I find it's just easier to keep everything in one project, like all of the content.

So you wouldn't have it as just a social media project. It could literally just be like your marketing project inside of Claude. So you're gonna create a paid account in Claude. It's only like 20 bucks a month and then you're gonna go over to the left hand side and projects, new project, and then I just call it like your marketing hub or whatever.

So like whatever the name of your practice, like practices marketing hub. The first thing that, and then you'll have, be able to have like chats within that project. So the first thing that I always do when I create a new project for our client is I will say something like, "This project will serve as the single source of, source of truth and hub for all of my practices, marketing, you know, content."

You can even say like, "What questions do you have for me to build this out to be, you know, a super robust project or something like that? " And it can literally just ask you questions and you can even voice memo back and forth to it if you don't wanna type it all out. Obviously we don't do that for our clients, right, because we're doing it on behalf of them, but for my own stuff, that's how I set it up in the first place was I had it to ask me questions.

So, okay, again, let's going back to what all we feed it. So then I will typically answer or, um, start another chat inside the project and I will use that to copy and paste the client's entire website. So I'll be like, you know, here is the, you know, this chat will be my, all the contents of my website. If your website is not up to date, don't use it, don't do this, okay?

Skip this step. Maybe just highlight the part or copy paste the parts that aren't. I'll say like, you know, this is a website for my practice. Please make sure to store all of this information and use it in, you know, use my words and use it in my content basically. Then I will start another chat inside of the project and I will copy and paste all of the clients Google reviews.

Now, if you've got a bajillion Google reviews, I would say the more you can do, the better. I would not do any less than five because I don't think it's gonna be super helpful. I would do as many Google reviews as you can. Literally you just go into Google, copy and paste. Again, you just prompted something like, and none of these prompts are perfect, right?

You look, here's the thing, okay? If you've zoned out, if you don't know how to use it, you just ask it, okay? I didn't know how to build this tool that this mel- messaging tool, I was like, "Hey, I've got this Google Doc that I use with my wholesome marketing hub students that they fill in for their messaging.

Can you turn this into a tool instead?" And it like walked me through what to do. So like I said, if you're like losing me and you're like, "What are you saying, Molly?" You just ask it. You're like, "Hey, what, what more information do you need from me to make this, you know, help me write my social con- uh, social media content so that it actually sounds like me and requires minimal editing, blah, blah, blah."

And uses my original words and thoughts. Like that's always the key. My biggest pet peeve is like, like I said, just like mass. I hate mass generated AI content is the hill I will die on if you're just creating all of your content solely based on what AI is telling you to create, like that's why it's gonna fall flat.

You still have to use your own brain, your own lived experience as a human, your own lived experience as a practitioner. That is all the kind of stuff that you're gonna feed into this project. So like I said, it's not like AI is writing this per se. It's like you are the one being the, the thought leader and the authority.

AI is just helping it like polish up and sound a little better, okay? Um, and I'll tell you a little trick for that too in just a second. So anyway, so you're gonna go copy paste a whole bunch of Google reviews into your project. If you do not have a bunch of Google reviews, if you're newer, you can go to another practitioner in another town who does something similar to you or that like you admire or whatever, and you can copy and paste their Google reviews.

So let's say you're a fertility acupuncturist, but you just got started. Go find another fertility acupuncturist in a completely different city or your mentor or something like that and use their Google reviews. And the reason that this Google review stuff is so important is because it makes the project so much richer because what you're going to ask in each prompt is, or when you post, uh, excuse me, when you paste in your Google reviews, you're going to tell it.

Please reflect back the language of these Google reviews in my social media content. What happens when you reflect back the language? It really helps people see themselves reflected in your practice and they're like, "Oh my gosh, like she's talking to me. " So that's the Google Review piece. So like I said, talked about the website, talked about the Google Review.

Now, if you're a hub student or one of my group coaching students, you have this exercise already in your messaging classroom. Again, there's like a Google doc right now, but stay tuned, a fancy tool is coming your way that I have built. I just got to finish testing it. Maybe by the time this airs, it'll be ready and already be updated in your portal.

That'd be great. But if you're not a Hub student, here are the things that I want you to, um, input. I want you to look up your last like three to five ideal new patients. Now, this is going to be different depending on your type of practice. So, you know, I have some people who are like husband and wife duo where the husband does more sports and the wife does pregnancy, pediatric, whatever.

So don't really get focused on the number of like how many ideal patients you should upload to this. Think about just making sure you're taking the box of every type of your ideal patients. So if you have like five or six different like dream ideal types of patients, that's the amount you're gonna wanna upload.

With that, you're gonna, again, you're gonna say, "Hey, I'm going to upload information about our last five recent ideal new patients. Please do not change." Uh, what do I usually say? "Please don't change a lot of my words, but make sure to reflect back all of this in my content. "That's, that's like my prompt that I'm always giving it.

Like please don't change a lot of my words, reflect this back in my content. That's like the key. So what you're gonna answer with those is what was their chief complaint, you know, like the reason they booked an appointment with you. What other kind of secondary complaints came up in your first visit with them?

So maybe they like booked, you know, an appointment because of migraines and then they didn't, like that's all they wrote on their intake. And then once you got in the appointment with them, they were like, " Yeah, and I also have trouble sleeping and, you know, I've also had some like right shoulder pain or whatever.

"So you're gonna put that, all that in, and then you're gonna answer some more emotional questions like what can't they do that they want to do because of this problem? Like what can't they do? How is this problem stopping them from doing what they want to do? What is their desired outcome? The desired outcome is kind of just like the inverse of what can't they do?

What have they tried before? Don't skip this question. What have they tried before is always big. What's gonna happen with that is like in this migraine example, maybe you say they've tried to like, you know, maybe they've tried, you can literally put in the specific names of the prescriptions. They've tried identifying their triggers, Ubrelvy, or I can't remember what the name, you, you, what's the name of that prescription medication.

They've tried, you know, massage or cold packs, whatever, like put whatever they've tried before because that's gonna make for really good scroll stopping hooks. And then the last thing you're gonna put in is what you're going to do differently, um, and how you're going to tackle their problem, okay? So you're going to input all of that.

And so like, you know, the what can't they do that might have been, I didn't answer that for you. I didn't give you an example. That could be like they're afraid to book a vacation because they're going to be sidelined the whole time with a migraine or whatever. So you're going to answer all of those questions and you're going to input that into your AI project as well.

And then the last thing that I like to upload is I have this working Google Doc of overused AI phrases. It's linked inside that if you're a hub student, it's linked right there in your, um, Scroll Stopping Hooks classroom and a Scroll Stopping Hooks and AI projects classroom. But if you want it, it's, it's not like a free download or anything, just like DM me and I'll send it to you.

So I like to upload my overused AI phrases document and it's got stuff like the M dash, of course, and then like that's not blank, it's blank. And honestly, Molly, that's blank or like, no blank, no blank, just blank. Like all of that really overused AI stuff. So that's another thing I open with, open a new chat.

So each time you're opening a new chat within your, your project, and like I said, I'll say like, "This is, here's a list of overused AI phrases and, uh, symbols. Like please don't use any of this in the content that you create." And then the last thing, I think I said this was the last thing, but this really is the last thing.

The last thing that we upload is like any type of like brand personality style guides like, are you in the South? Do you say y'all or do you say you guys? Do you call your, you, maybe you don't say patients, maybe you say clients or maybe you say practice members. Maybe there are certain emojis that you always use.

Maybe there's certain little like phrases that you say. Maybe you are somebody who like doesn't capitalize your sentences and you want it to be like more casual, lowercase. I don't know, like you can upload all of these little things. Like for me, I don't like long sentences in my caption, so I have that as like a, or I would have that.

Honestly, right now I still write all my own captions just because I'm a good writer, not kind of that's like one of my, that is my skillset. That's literally what my degree is in PR and journalism and marketing and that just happens to be something I'm good at. So I prefer to just ... The words pour out of me much faster than if I'm using AI.

But if I was using it to inform like my writing style, I would say don't have long sentences, like break up sentences and make the captions like easier to scan. One other thing I do have inside of the hub is I do have like a caption formula where it's like hook, empathize, solve, call to action. So you can even upload that and be like, "Please write all my captions with this formula hook, sympathize, solve, call to action."

But I mean, like I said, you definitely don't, you don't have to, but ... So that is everything that I feed into this AI project. And then once that's done, like you will have like never ending content ideas, okay? So you can be like, "Based on everything you know from this project, like give me, you can be really specific.

Like you can say like, uh, give me five reels that are super specific, don't change a lot of my words, you know, stop my ideal patient scroll and make them book an appointment or something like that. " You can also, if you've got existing content, you can also upload that and tell it to analyze it of like why it didn't perform well.

You can find, you can literally find all of these different types of prompts if you don't know how to write them. You could just like probably Google, which sounds funny to Google AI prompts. But one of my favorite, I'll just end with like this is like my favorite hack of all time and we don't, we don't ask for ideas in our agency just because like again, like that's our job and I, I, we don't ask Claude for ideas.

We, I have like never ending, that is my plight. I have a never ending stream of content ideas, literally keeps me up at night, but I'm just saying you could use it in that way. Um, also if you're inside of the hub, you know that you get four post ideas every Sunday, so you, you really might not need it to help you come up with a bunch of ideas, but I digress.

I just wanted to give you that option. But my favorite, like I said, I'll leave you with like my, my favorite tip. My favorite way that I use, uh, AI to make sure, you know, people say like, have it make AI sound like you. Well, I'm like, "Well, this isn't sounding like me because it literally is me, is I will open up the voice memo voice dictation feature inside of Claude."

So inside of that project, I'll open a new chat and be like, I usually just say, "I'm gonna brain dump an idea for an Instagram carousel. Please don't change any of my words, but help me clean it up." Um, then you can also add to the prompt, like, "Please use everything you know about, you know, know about me inside of this project to help, you know, help you write it or whatever, something like that.

And then you will just use your, like the voice, like I said, the voice memo dictation, and if you're a verbal processor like me, I'll just start like. Like it doesn't have to make any certain sense. So this would be a really good exercise for you to do. Like let's say you're like on lunch break or in between patients or something and you're like, "Okay, I just saw this patient and she was diagnosed with PCOS and she's tried birth control and she's tried this.

And then finally we realize that X, Y, Z and I just wanna talk about how women are in like, aren't, you know, listened to and how the whole point of the post to be that how OBG- OHGYNs are like really smart, but they're also not really trained in this one certain thing and blah, blah, blah." I mean, I don't know, maybe you don't wanna say that, but you see what I'm saying?

Like you just start like brain dumping, it doesn't have to make any sense. It will clean it up for you and that is how you get carousels that actually, like I said, sound like you because they are you. Then another like thing I like to do is once you've made it as a carousel, then it almost s- or serves as like a face to camera teleprompter, like talking points if you wanted to do a face to camera reel.

And if you haven't yet, go back to episode 165, my number one strategic and time saving hack for your practices Instagram content and I go into more depth about this about repurposing, but you can also use the, whatever it comes up with as the hook on the cover slide. That could be the hook over a text, like the text hook over like a B-roll reel, and then you could have all of the other words in the caption.

So again, like I, I am all about repurposing, taking one piece of content and doing it three different ways, and you can also kind of like chat back and forth to kind of hone that hook. Um, some prompting that I find always helps me with hooks is I'll say, "Can you make this easier to scan, punchier, and scroll stopping?"

Those are the three like keywords that I will give it to make the hook better. Easier to scan, punchy, and scroll stopping. Okay, I hope this was helpful information. Like I said, if you know more about this than I do, feel free to DM me and, like I said, but please go easy on me because it was hard for me to want to record this.

But for us, this does the job, it works really well. And like I said, I think it'll at least, um, get you headed in the right direction. So I hope you all have an amazing rest of your day and please DM me if this was helpful. Okay, bye. Thank you for listening to Holistic Marketing Simplified. And hey, you know how every podcaster at the very end of their episode asks you to rate and review their podcast?

Well, that's because it's super important. These podcasts take a lot of time and heart and effort to produce to bring you free information. So in order for me to be able to continue doing that, we need more people to find out about the show. So if you could, please just take like two minutes out of your very busy day to leave me a rating and share this on your Instagram stories and tag @MollyACahill, that's C-A-H-I-L-L.

I would greatly, greatly appreciate your support. I know your time is valuable and I can't wait to see you in the next episode.