Abundant Practice Podcast

Episode #734: What Content To Create For Your Private Practice

Host: Allison Puryear
Guest: Kim Wheeler Poitvian
Date: February 21, 2026

Episode Overview

This episode of the Abundant Practice Podcast tackles a major concern for therapists in private practice: how to create content that feels ethical, authentic, and sustainable without oversharing or feeling “cringe.” Host Allison Puryear is joined by long-time Abundance coach Kim Wheeler Poitvian to offer grounded, practical advice for building your online presence (or not!) in ways that actually align with who you are, rather than chasing trends or sacrificing privacy. They unpack the common anxiety around marketing, challenge myths about social media necessity, and provide actionable ideas for content creation that centers your voice, your boundaries, and your long-term sanity.

Key Discussion Points & Insights

1. The Core Question: Finding Authenticity in Content Creation ([00:35])

• Listener Question:
  How do I market myself online in a way that feels ethical and true to who I am, without oversharing or feeling gross, and without becoming invisible?

• Allison’s Framing: Therapists often feel pressured between two extremes — sharing too much and feeling inauthentic, or remaining invisible and worried about practice sustainability.

2. Consistency vs. Authenticity ([02:06])

• Kim’s Experience:

  • “If you’re going to be online, you have to be consistent, but you also have to find something that’s going to be authentic for you.”
    (Kim, 02:12)
  • Kim advises that content should feel genuine, as if speaking to a client, and authenticity should guide your approach.

• Practical Tip:

  • Practicing with blogs or videos and “crowdsourcing” content ideas from people you trust can help refine what feels comfortable and determine what is truly helpful to your audience.

3. Navigating the Line Between Personal & Professional ([03:30])

• Key Insight:

  • Not everything from your life needs to be online; keep clear boundaries according to what feels ethical and necessary.
  • “It’s the Internet. Do you really want all your personal stuff out there? They don’t really need to know all the goodies.”
    (Kim, 04:45)

• Guiding Question from Allison:

  • “If my most dysregulated client saw this, would it cause harm? Would it be a problem in any way, shape or form?”
    (Allison, 04:53)

• Professionalism > Oversharing:

  • Allison discusses how therapy “influencers” often skip boundaries, but as clinicians, carefully navigating disclosure is crucial.

4. Content Buckets & Repetition ([05:30])

• Core Strategy:

  • “What are your content buckets? What are the three things you do talk about? Please expect to talk about the same three things over and over and over. You do not have to create new stuff constantly, just different angles on the same thing.”
    (Allison, 05:39)
  • Sharing stories or experiences should feel “from a scar, not a wound”—share what’s resolved, not what’s raw.

• Avoiding the Urge for Originality:

  • You don’t need to keep inventing new content; focus on varied approaches to your main topics.

5. Rejecting Trends That Don’t Fit ([06:39])

• Permission to Opt Out:

  • “You don’t have to dance or follow trends or do any of that stuff if it’s not you.”
    (Allison, 06:37)

• Kim’s Reality Check:

  • Some clients and therapists prefer more subdued, grounded social presences.
  • Consistency and authenticity outweigh trendiness.

6. Imposter Syndrome & Comparison ([07:30])

• Mental Hurdles:

  • Kim highlights that comparing yourself to others leads to inauthentic, unsustainable content.
  • If it doesn’t feel good, “you’re not likely to do it consistently anyway.” (Kim, 07:49)

• Building Your Brand:

  • The goal is to control and be mindful of your own voice and brand, not mimic others.

7. You Don’t Have to Be on Social Media ([08:20])

• Myth-Busting:
  • Allison emphasizes: “You can have a huge, thriving practice for the rest of your life without ever being on social media.” (Allison, 08:21)
  • Kim shares her own experience: she stopped posting new content after 2021 yet continues to run a successful private-pay group practice. “I have done zip zero since then with that. And I have a private pay group practice and I’m doing great. You don’t have to if you don’t want to.” (Kim, 08:30–08:49)

Notable Quotes & Memorable Moments

• “You have to be consistent, but you also have to find something that’s going to be authentic for you.”
  (Kim, 02:12)

• “Keep it in a tone of how you would actually speak to your clients... really following the rules of disclosure.”
  (Kim, 03:30)

• “If my most dysregulated client saw this, would it cause harm? Would it be a problem in any way, shape or form?”
  (Allison, 04:53)

• “Create content from a scar, not a wound.”
  (Allison, 05:09)

• “You do not have to create new stuff constantly; just different angles on the same thing, which makes it so much easier than trying to be super original.”
  (Allison, 05:42)

• “You don’t have to dance or follow trends or do any of that stuff if it’s not you.”
  (Allison, 06:39)

• “If being online in that way…doesn’t feel authentic to you, then please don’t do it.”
  (Kim, 07:59)

• “You can have a huge, thriving practice…without ever being on social media.”
  (Allison, 08:20)

• “I have a private pay group practice and I’m doing great, guys. You don’t have to do it.”
  (Kim, 08:47)

Episode Structure – Important Segments

| Timestamp | Segment | Notes | |-----------|----------------------------------------------|-------------------------------------------------------------------------| | 00:35 | Listener Question | How to show up online authentically, without oversharing or self-hate | | 02:06 | Kim's insights on authenticity & consistency | Practice, feedback, and the value of authentic voice | | 03:30 | Where to draw the personal/professional line | Determining appropriate self-disclosure for therapists | | 05:30 | Content buckets and repetition | Focus your message; share recurring themes from safe, resolved places | | 06:39 | Permission to skip trends | Rejecting influencer-style content in favor of grounded professionalism | | 07:30 | Comparison & Imposter Syndrome | The pitfalls of comparing yourself to other therapists online | | 08:20 | Busting the social media “necessity” myth | Stories from Kim’s group practice success—without social media |

Takeaways & Action Steps

• Define your “content buckets”—the 2-3 themes that you revisit from multiple angles
• Only share what you feel resolved about (a “scar, not a wound”) and always through an ethical, client-safety lens
• Skip trends and social platforms if they’re not your style; authenticity and comfort are more important than follower count
• Practice on smaller scales—blogs, videos, peer feedback—before posting for wider audiences
• You don’t have to be visible everywhere online to have a successful, sustainable practice

This episode offers reassurance and practical steps for therapists struggling with content anxiety, making it clear that authentic, ethical marketing is possible—and that success is not contingent on social media visibility.