Private Practice Startup Podcast Episode 365: Pillar Based Marketing: How Therapists Can Harness the Power of Blogging Release Date: November 16, 2024
Hosts: Dr. Kate Campbell & Katie Lemieux
Guest: Jessica Tapana, Licensed Clinical Social Worker, Group Practice Owner, Founder of Simplified SEO Consulting

Introduction

In Episode 365 of the Private Practice Startup Podcast, hosts Dr. Kate Campbell and Katie Lemieux welcome back Jessica Tapana, a seasoned clinical social worker and SEO consultant. Jessica shares her extensive experience in developing and refining pillar-based marketing strategies tailored specifically for therapists, aiming to enhance their online presence through effective blogging.

Understanding Pillar-Based Marketing

Definition and Core Concept

Jessica Tapana introduces pillar-based marketing as a strategic approach to content creation that builds a robust network of related content on a website. This method centers around creating a comprehensive service page (the "pillar") supported by multiple related blog posts (the "sub-pillars").

Jessica (02:34): "Pillar based marketing is the technical term for it. That is the accurate term... It's a network of related content on your website."

Structure of Pillar-Based Marketing

1. Service Page (Pillar)

   • Length: Approximately 3,000 words.
   • Content: Comprehensive overview of a specific service (e.g., panic disorder treatment).
   • Purpose: Serves as the primary page to which all related content points.

2. Cornerstone Blog Posts (Sub-Pillars)

   • Length: Around 2,000 words each.
   • Content: Detailed posts answering specific questions related to the service page (e.g., "What is the best treatment for panic disorder?").
   • Linking: Each blog post internally links back to the main service page.

3. Supporting Short Blog Posts

   • Content: Brief posts supporting the cornerstone content (e.g., "What is exposure therapy?").
   • Linking: Each short post links back to its respective cornerstone blog post.

Jessica (09:28): "If I started with panic disorder, panic attacks, I'm going to have a whole service page on how I treat panic attacks... Every piece of content... points back to that service page."

Implementation for Therapists

Customization for the Therapeutic Field

Jessica emphasizes the importance of tailoring the pillar-based marketing strategy to fit the unique needs and terminologies of therapists. This involves:

• Keyword Optimization: Using terms that potential clients actually search for, even if they differ from clinical jargon.

  Kate (26:19): "One of the things that kept coming up was the, well, I'll say misspelling in the US of the word counselor. So a lot of people search double L..."

• Content Structure: Incorporating FAQs and accordion-style menus to make lengthy content more digestible.

  Jessica (11:07): "I like to use kind of an accordion style drop down menu on questions as well. So that they don't have to be overwhelmed by 3,000 words..."

Steps to Develop Pillar-Based Content

1. Identify Key Services: Determine the primary services offered (e.g., anxiety, depression, couples therapy).
2. Create Comprehensive Service Pages: Develop detailed service pages serving as the central pillar.
3. Develop Cornerstone Blog Posts: Write in-depth blog posts addressing major aspects of each service.
4. Craft Supporting Blog Posts: Produce shorter articles that delve into specific elements of the cornerstone posts.
5. Internal Linking: Ensure all content pieces interlink appropriately, funneling visitors back to the main service page.

Jessica (15:19): "You can be strategic about it. You can build strategically blog posts that point to cornerstone, that point to your, like, best blogs, your longest blogs..."

Challenges and Solutions

Overcoming Common Obstacles

1. Content Creation Overwhelm:

   • Solution: Start small by focusing on one pillar at a time. Incrementally build out the content network to avoid feeling overwhelmed.

     Jessica (15:54): "Start small... find which of those is the least overwhelming for you."

2. Maintaining Authentic Voice:

   • Solution: Utilize AI tools like ChatGPT intelligently by feeding them your unique style and tone, then personalize the generated content.

     Jessica (15:54): "You need to use it in a way that's not just saying, hey, Chat GPT, write me a blog post... but infusing it with your own voice."

3. Keyword Misalignment:

   • Challenge: Therapists often use clinical terms that clients don’t search for.

   • Solution: Conduct thorough keyword research using tools like Demand Jump to align terminology with actual search queries.

     Jessica (26:34): "You'd be surprised how often I've seen that... Apparently, there are a number of people in the United States too that either are typing fast or that are... spelling counselor with double L."

Results and Insights

Effectiveness of the Strategy

Jessica shares her firsthand experience of implementing pillar-based marketing for multiple practice locations and specialized services (e.g., teen therapy). Key outcomes include:

• Increased Online Visibility: Achieving higher search rankings within three months, compared to the traditional six to nine months timeframe.
• Consistent Client Inflow: Notable rise in client inquiries and bookings directly linked to the strategic content network.
• Scalability: Ability to replicate the strategy across different service areas, leading to sustained growth.

Jessica (27:33): "We are getting people coming back for second or third content networks after a few months, and they're like, I'm getting calls now. I want to do this again for the next population I want to work with."

Key Takeaways

1. Strategic Blogging Enhances SEO: Implementing a pillar-based approach can significantly improve search engine rankings and attract more clients.
2. Tailored Content is Crucial: Customizing content strategies to fit the therapeutic context ensures relevancy and effectiveness.
3. Consistency and Patience Pay Off: While results may take a few months, the sustained effort leads to measurable growth in client acquisition.
4. Leverage Technology Wisely: Utilizing AI tools can streamline content creation without compromising authenticity.

Jessica (31:53): "Blogging is important. You can develop a very, very specific blogging strategy, especially if you hate blogging to begin with."

Resources and Offers

Jessica Tapana’s Recommendations:

• Book: Pillar Based Marketing – A must-read for those interested in adopting this strategy.

• Courses: Simplified SEO Consulting offers DIY courses with a 20% discount using the code STARTUP.

  Jessica (33:41): "You can head on over to our website@simplifiedseoconsulting.com and get 20% off of any of our courses, including our biggest course with the code startup."

Hosts’ Special Offers:

• Private Practice Playbook: Free download available at privatepracticestartup.com.

Conclusion

Episode 365 provides an in-depth exploration of pillar-based marketing, offering therapists a structured and effective way to enhance their online presence through strategic blogging. Jessica Tapana’s expertise and practical insights empower mental health professionals to implement tailored SEO strategies that drive client engagement and practice growth.

Connect with the Hosts and Guest:

• Private Practice Startup Website: www.privatepracticestartup.com
• Simplified SEO Consulting: simplifiedseoconsulting.com

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