The FIRST STEP to Take Before Creating or Planning Content for Your Clinic [Episode 174]
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As we head into the fall, I know a lot of practitioners start thinking about getting more consistent with their marketing again.
And if I were giving you a step-by-step roadmap for creating content, this would be the very first thing I’d tell you to do.
Not batch content. Not plan your content pillars. Not open Canva. Not ask AI for Reel ideas.
First, I want you to spend ten minutes reading your reviews.
Why I Want You to Read Your Reviews First
You might be thinking: “Molly, why would I do that?” Because I think so many of us approach content creation from a place of obligation.
We tell ourselves:
“I know I should be posting.”
“Everyone says I need to show up on Instagram.”
“I hate social media, but I guess I have to do it.”
And when we approach content from that energy, it feels heavy. It feels like another item on the to-do list. But when you take a few minutes to reconnect with the people you’ve already helped, something shifts.
Maybe that’s through Google reviews, text messages from patients, or a DM from someone telling you that you changed their life. Whatever it is, when you anchor yourself back into why you do this work, creating content feels completely different.
Your Reviews Are Full of Content Ideas
There is also a really practical reason I love this exercise. Your reviews are filled with content ideas. Pay attention to the words people use. What problems did they mention? How did they describe their experience? What outcomes mattered most to them?
Those exact phrases can become:
- Reel hooks
- carousel topics
- captions
- email subject lines
- talking points for videos
Your patients are literally telling you what matters to them and their words are often much better than the words we would come up with ourselves.
This Is Why I Love Uploading Reviews Into AI
If you’ve listened to me for a while, you’ve probably heard me talk about this before.
One of the best things you can do when using AI to help with your content is upload your reviews and tell AI: “Reflect back the language from my Google reviews when helping me write hooks and captions.”
This helps your content sound more natural and more relatable because you’re using the words real patients use. Not marketing jargon or AI fluff. Real language from real people.
A Story I’ll Never Forget
I want to leave you with the story I shared in this episode because I think it perfectly illustrates why your content matters.
My sister-in-law learned how to breastfeed my niece by watching Reels on Instagram. She’s a very private person, and seeking outside help wasn’t something she felt comfortable doing.
Honestly, when I was postpartum and struggling myself, I wasn’t reaching out either. I had such severe postpartum anxiety and depression that the thought of contacting someone for help felt overwhelming. Even as someone who is extroverted, I just couldn’t do it.
Which means if those IBCLCs hadn’t been consistently showing up and sharing breastfeeding education on Instagram, my sister-in-law might never have had access to that information.
That’s the part I want you to remember. People are benefiting from your content in ways you’ll never fully know.
Your Content Matters More Than You Think
I know social media can feel frustrating and sometimes it feels like nobody is paying attention. But there are people quietly learning from you. People who aren’t ready to ask for help. People who are too overwhelmed to book a consultation. People who are searching for answers at two in the morning. And your content might be exactly what they need.
That’s why I believe the first step before planning content isn’t strategy. It’s remembering why you’re doing it in the first place. Because when you reconnect with that, everything else becomes easier.
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Episode Transcript
I've got a super short and sweet episode for you today. I'm not even gonna do an intro. You're not even gonna hear my intro. I'm just gonna, like, get right to it because I think this is something super important to help you level set, especially, you know, like after the summer and going into the fall, and everybody kinda looks at that as like a little bit of a, of a reset, you know?
So if you've had get more consistent with my clinic's Instagram posting as your reset, like this is ... If I were gonna give you like a step-by-step roadmap, this is the very first thing I would do. Before you ever sit down to create content, the first thing you're gonna do is you are gonna go to your Google reviews or wherever patients or clients leave you reviews, and you are gonna take 10 minutes, set a timer, and read them And you might be like, "Molly, why would I do that?"
But I truly think that we get wrapped up in this checklist, to-do list, uh, Molly says I should be posting, or whoever says I should be posting on Instagram, and this is just the way it is these days, and I hate social media, blah, blah, blah, blah, blah. You know all the things. And when you come at it from that angle, it just feels so much harder.
So when you can anchor back into why you are doing it via reading your reviews, um, or maybe you have, like, messages patien- patients have sent you of, "Hey, you really helped me with this thing," or like, "You changed my life." When you can anchor back into that energy before you start creating content, you are going to feel completely different.
The other just, like, more practical thing about going to your reviews before creating content is the fact that it gives you really good content ideas. So you can really scan for the words, um, and the things that patients said in their review that you helped them with and use their language, and you can use that to create a hook over a reel.
You can... You know, if you've listened to me for a while, I always teach that one of the best things you can do if you're using AI to help, uh, with your social media content is to upload all of your reviews to AI and just tell it, "Hey, reflect back the language from my Google reviews when helping me write this hook or when helping me write this caption," and it's gonna help you so much.
I'll leave you with this story, and some of you might have heard me say this before. But my sister-in-law learned how to breastfeed my niece by watching reels on Instagram, okay? She's a very private person. Yes, I know, like, the IBCLCs on here are probably like, "Well, wait, you know, she could have had help."
But just, you know, there's just people who like that... And when I was postpartum, that was the last thing. I was having trouble nursing, but I had such bad postpartum depression and anxiety. The thought of contacting someone to say that I needed help and was having trouble feeding my baby was, like, just no.
I just like, there's no I'm, like, sweating talking about it. Like, there's no chance, and I'm super extroverted and not a private person, and I still wasn't reaching out for help. Okay? My point in telling you that story is that if these people that, you know, were teaching, if these IBCLCs that were teaching breastfeeding tips on Instagram didn't actually show up and get their content out in the world, then my niece would not have been able to have had the opportunity to be breastfed because that is how my sister-in-law learned.
So when you can anchor back into your why, it seriously changes everything. Okay. That's it. That's all I got for you today. Thank you for coming to my TED Talk. Sorry for the short episode, but y'all really needed to hear it, like I said, especially going into the fall. All right, I hope you have a lovely day.
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.
