5 Specific Things Today’s Wellness Content Needs to Do

(aka…"Why I’m Completely Revamping My Social Media Membership")

For over five years, I’ve supported hundreds of wellness practitioners through a “done-for-you” content membership, delivering fully written posts, email newsletters, and plug-and-play content designed specifically for naturopathic doctors and functional medicine practitioners.

And for a long time, it was exactly what practitioners needed.

X No giant marketing budget
X No staring at a blinking cursor at 10pm
X No wondering what to say on Instagram that week

But it’s not 2020 anymore.

The content landscape has changed.

And so have the needs of your dream clients.

Here’s what I’m seeing:

• The wellness space is crowded. It’s harder to get traction, harder to stand out, and harder to connect if your content sounds like everyone else’s.
• AI has changed the game. From solo practitioners to giant supplement brands, everyone can create more content faster now.
• Your audience? They’re distracted. They’re skeptical. And they’re craving real connection before they say “yes” to working with you.

Could I keep running the membership exactly as it’s always been?

Sure.

That would be the easy route.

But after seeing what’s working now (and what’s not), it’s clear that wellness content needs to evolve.

Because if the goal is to help you stay visible, build trust, and call in the right clients consistently…

Then your content in 2025 and beyond has to do a few very specific things.

Let’s walk through them.

1. Be More Personal Than Polished

People buy from people.

If you’re a solo practitioner or the owner of a small clinic, you are the face and voice of your brand.

Own who you are and let that light shine, baby ✨

Here’s what that might look like:

• Sharing a client win and why it meant something to you
• Posting a photo of your actual workspace (plants, tea mug, Post-its and all)
• Telling a quick story about what inspired you to become a practitioner
• Admitting when something is hard and how you’re navigating it

That messy, in-the-moment thought you had on your walk this morning?

That’s the kind of thing that connects.

When your content starts with what’s bubbling up inside of you (instead of a fully written “how-to” that anyone could share) it carries a different energy.

And that energy?

It might be the difference between zero engagement …

and DMs flooding your feed.

2. Make People Feel Seen

Your people want to feel like you’re speaking directly to them.

Their thoughts.

Their struggles.

Their sense of humor.

And sometimes the best way to do that isn’t through clinical tips!

It’s through moments that make them laugh and say, “OMG, that’s me.”

Here’s what that might look like:

• A reel that says, “Menopausal women are like, ‘I need that,’ and it’s literally just a day without needing to stick their head in a freezer.”
• A caption that starts with “Let me guess…” and follows with 3 things your ideal client is probably thinking right now
• A carousel that quotes “Things I overheard in the clinic this week” (shared anonymously, of course!)

This is really just about sharing things in a way that feels relatable.

When your people feel seen, they start to trust you.

And trust is what ultimately turns into sales.

3. Repeat Core Messages Often

I’ve been part of the professional StoryBrand community for years, and one thing that Donald Miller always says is that “marketing is an exercise in memorization.”

Meaning that it’s your job to help people memorize your message!

That’s no easy task either.

People are busy and distracted.

So if you want them to remember you, you’ve got to say the same 3–5 things…over and over...in fresh ways.

Here’s what that might look like:

• Mentioning your core offer regularly (not just during launch week)
• Repeating a description of your ideal client in nearly every post (“If you’re a tired mom with gut troubles…”)
• Routinely weaving one of your core beliefs into posts (“You can have better periods without the pill.”)
• Consistently reminding people of the problems you solve (“If you’re tired of the band-aid approach to medicine…”)

Repetition makes your message stick.

So if you’re feeling like a broken record?

You’re probably doing it right.

4. Weave Stories Into Teaching

Educational content is still an important piece of the puzzle.

It’s just all in how you share it.

Because while “3 tips for gut health” might be accurate and helpful…

It’s probably not stopping the scroll.

Want to know the easiest way to fix a boring educational post?

👉🏽 Start it with a storytelling hook.

Here’s what that might look like:

• Instead of “3 tips for better gut health,” try “3 simple things my client did to get her gut back on track”
• Instead of an FAQ about acupuncture, try “What my client asked me after her first session (and what I told her)”
• Instead of “Benefits of magnesium,” try “Why I told my client to add magnesium after she burst into tears at the grocery store”

Just zoom in on one moment.

One client.

One real-life scenario your audience can relate to.

Feeling a little less afraid of storytelling now?

I hope so.

5. Stay Simple

One post = one point.

That’s it.

That’s the rule.

I call these micro-messages.

They’re bite-sized thoughts that are easy to create and easy to remember.

Here’s what that might look like:

• One post that focuses on just the symptom your client ignored for too long
• One reel that shares a single mindset shift you teach in your program
• One story that illustrates one takeaway (instead of cramming in five)

Simplifying your expectations makes it so much easier to stay consistent.

And it’s easier for your audience, too, because they can actually absorb what you’re sharing.

So next time you sit down to write, ask yourself:

What’s the one thing I want them to walk away with?

Say that.

Then stop.

Let’s Recap

If you want your content actually to connect with your dream clients in 2025 and beyond, it has to do more than just educate.

It needs to:

• Be more personal than polished
• Make people feel seen
• Repeat your core messages often
• Tell stories instead of just teaching
• Stay simple, with one micromessage per post

This is the kind of content that builds trust, grows your audience, and leads people to say, “I need that.”