As a therapist, you know the importance of connecting with your ideal clients and establishing yourself as an expert in your niche. But did you know that one of the most effective ways to achieve this is by creating long-form content?

Long-form content allows you to dive deep into topics that matter to your audience, provide valuable insights, and showcase your expertise.

But with so many options available – blogging, podcasting, and YouTube videos – it can be overwhelming to know where to start. 

In this ultimate guide, we’ll explore the different formats of long-form content, help you decide which one to focus on first, and provide you with a step-by-step plan to get started. 

We’ll also discuss why blogging might be the easiest place to begin and how you can use your blog posts as the foundation for other types of content. 

The Benefits of Long-Form Content for Therapists

Before we dive into the different formats, let’s take a moment to understand why long-form content is so valuable for therapists:

  1. Establishes Your Expertise: By creating in-depth content that addresses your ideal clients’ pain points and challenges, you demonstrate your knowledge and position yourself as an authority in your niche.
  2. Builds Trust and Connection: When you provide valuable insights and advice through your content, your audience begins to trust you and feel a deeper connection with your brand. This makes them more likely to seek your services when they need help.
  3. Improves Your Search Engine Rankings: Search engines like Google favour high-quality, informative content that keeps readers engaged. By creating longer, more comprehensive pieces, you increase your chances of appearing at the top of search results, making it easier for potential clients to find you online.
  4. Provides a Foundation for Repurposing: Long-form content can be repurposed into multiple shorter pieces for social media, email newsletters, and other marketing channels. This saves you time and ensures your message remains consistent across all platforms.

Choosing Your Long-Form Content Format

Now that you understand the benefits of long-form content, let’s explore the three main formats you can choose from:

1. Blogging

Blogging involves writing in-depth articles on your website or a dedicated blog platform. It’s a great place to start for several reasons:

  • Low Barrier to Entry: All you need is a website and a word processing program. There’s no need for expensive equipment or advanced technical skills.
  • Flexibility: You can write at your own pace and publish on a schedule that works for you.
  • Evergreen Content: Well-written blog posts can continue to attract readers and potential clients long after they’re published.
  • SEO Benefits: By incorporating relevant keywords and providing valuable information, your blog posts can help improve your website’s search engine rankings.

2. Podcasting

Podcasting involves recording audio episodes that can be downloaded or streamed online. It’s a great option if you:

  • Enjoy Speaking: If you’re comfortable expressing yourself verbally, podcasting might come more naturally to you than writing.
  • Want to Build a Loyal Following: Podcasts often have a dedicated, engaged audience that tunes in regularly for new episodes.
  • Have Access to Recording Equipment: While you don’t need a professional studio, you will need a decent microphone and recording software.

3. YouTube Videos

YouTube videos allow you to create engaging visual content that can be easily shared and embedded across various platforms. Consider this format if you:

  • Thrive on Camera: If you’re confident and charismatic on video, YouTube could be a great fit for you.
  • Want to Reach a Wider Audience: YouTube is the second-largest search engine in the world, making it easier for new people to discover your content.
  • Have the Resources to Invest in Video Equipment: While you can start with a smartphone camera, investing in proper lighting and sound equipment can help improve the quality of your videos.

Getting Started with Blogging

As I mentioned earlier, blogging is often the easiest place for therapists to start with long-form content. Here’s a step-by-step plan to get you started:

  1. Choose Your Blogging Platform: If you already have a website, you can add a blog section to it. Alternatively, you can use a dedicated blogging platform like WordPress or Squarespace.
  2. Identify Your Niche and Target Audience: Determine the specific topics you want to cover and the types of clients you want to attract. This will help you create content that resonates with your ideal readers.
  3. Brainstorm Blog Post Ideas: Make a list of potential blog post topics that address your target audience’s pain points, questions, and interests. Aim for a mix of evergreen content (timeless topics) and timely, relevant pieces.
  4. Create an Editorial Calendar: Plan out your blog posts in advance, assigning topics to specific dates. This will help you stay organised and consistent with your publishing schedule.
  5. Write and Edit Your Posts: When writing your blog posts, aim for a minimum of 1,000 words if you can (500 words min) to provide in-depth, valuable content. Use a clear structure with headings, subheadings, and short paragraphs to make your posts easy to read. Don’t forget to proofread and edit your work before publishing.
  6. Optimise for Search Engines: Include relevant keywords in your blog post titles, headings, and throughout your content. Use descriptive meta titles and descriptions, and include alt text for any images you use.
  7. Promote Your Posts: Share your blog posts on your social media channels, in your email newsletter, and on relevant online forums or groups. Engage with your readers by responding to comments and encouraging them to share your content.

Repurposing Your Blog Posts for Other Formats

Once you’ve established a rhythm with blogging, you can start to explore other formats of long-form content. Your blog posts can serve as the foundation for your podcasts and YouTube videos:

  • Podcasts: Use your blog post as a script for a podcast episode, expanding on the key points and adding personal anecdotes or case studies. Record and edit your episode, then publish it on your chosen podcast hosting platform.
  • YouTube Videos: Create a video version of your blog post, using the written content as an outline for your video script. Record yourself discussing the topic, and add visual elements like slides, graphics, or real-life examples to enhance the viewer’s experience. Edit your video and upload it to your YouTube channel.

By repurposing your blog content for other formats, you save time and ensure that your message remains consistent across all platforms.


Creating long-form content as a therapist is a powerful way to establish your expertise, build trust with your audience, and attract more clients to your practice. By starting with blogging and using your blog posts as a foundation for other formats like podcasts and YouTube videos, you can create a comprehensive content strategy that resonates with your ideal clients and helps your practice grow. 

Remember, consistency is key. Commit to a regular publishing schedule and continually promote your content to reach a wider audience. As you gain momentum, you can experiment with different formats and topics to keep your audience engaged and coming back for more!

Looking for help repurposing your long-form content for social media? Find out more about The Content Pack.