Managing Your Online Visibility with Care in Palm Desert, CA.
I help coaches and entrepreneurs grow their business online
Share With Your Friends
Use Your Strengths to Stay Top of Mind with Clients
JANICE HURLBURT
How health and wellness business owners can create authentic visibility
“I know I should be posting more, but I just can’t keep up with all the content trends.”
Sound familiar? If you’re a health or wellness business owner trying to maintain an online presence while actually running your practice, you’re likely overwhelmed by your content strategy or lack of one.
Your energy is precious.
The pressure to be everywhere online—creating Reels, writing blogs, sending newsletters, and posting daily—can leave even the most dedicated professionals feeling exhausted and inadequate.
When it comes to content strategy, one size doesn’t fit all—and that’s especially true in the health and wellness space.
If you’re a business owner (particularly over 50), you’re likely juggling a lot: client care, operations, and the ever-changing world of online marketing. It’s easy to fall into the trap of thinking you “should” be doing everything: posting daily, recording Reels, going live, blogging weekly, emailing monthly… the list goes on.
But here’s the truth:
You don’t have to do it all.
You just have to do what works for you.
Start with Your Strengths to Guide Your Content Strategy
Not every marketing idea works for everyone. Some business owners come alive in front of a camera. Others feel grounded when writing. Some love connecting one-on-one, while others prefer sharing insights in a workshop or blog.
The most effective content strategy is the one that aligns with your natural strengths.
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Love to write? Focus on blog posts, thoughtful newsletters, or helpful guides.
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Love to talk? Start a short-form video series or host a client Q&A
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Have strong visuals (like a serene clinic space or product line)? Use those to anchor your social media presence.
Why This Matters
Your energy is precious. When your content strategy is aligned with your strengths, you’ll show up more consistently and confidently
Authenticity builds trust. And in wellness, trust is everything. Clients want to work with someone who feels steady, relatable, and real, not someone trying to do what’s trending just to keep up.
Success Story: Finding Content Clarity
Sarah, a 55-year-old specialist in deep tissue massage, came to me feeling completely overwhelmed by her content marketing. She was trying to maintain a blog, newsletter, and three social platforms. All while seeing clients full-time.
After assessing her strengths, we discovered that Sarah genuinely enjoyed teaching through audio. She dreaded writing blog posts, but lit up when explaining concepts verbally.
We pivoted her strategy to focus on:
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A monthly 15-minute audio newsletter (recorded, not written)
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Weekly Instagram posts featuring simple nutrition tips with voice-over explanations
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Quarterly webinars where she could teach in her element
The result? Her content production stress plummeted while her engagement increased by 37%. More importantly, her client retention improved as existing clients felt a deeper connection to her authentic voice.
A Content Strategy Reminder Worth Repeating
Consistency doesn’t mean doing more—it means doing what’s right for you, regularly. Whether that’s one blog post a month or a weekly behind-the-scenes video, your voice, your format, and your frequency should reflect you.
So instead of asking, “What should I be doing online?”
Ask: “What feels most natural—and how can I do that consistently?”
Key Takeaways
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Identify your natural communication style – Are you a writer, speaker, visual communicator, or one-on-one connector?
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Choose 1-2 primary content channels that align with your strengths
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Create a sustainable rhythm – consistency trumps frequency
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Measure what matters – engagement and client acquisition, not vanity metrics, such as likes, reactions and follower counts.
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Adjust as needed – your strategy should evolve as you do
Want support building a content plan around your strengths?
This is exactly what I help health and wellness entrepreneurs do through JaniceHurlburt.com—whether it’s with a hands-on audit, a content calendar strategy, or personalized coaching.
If you’re looking for more comprehensive digital marketing support, I’m excited to share that I am now offering **Golden Aura Digital**, a full-service agency designed explicitly for local health-related, brick-and-mortar businesses.
While my work at JaniceHurlburt.com focuses on virtual entrepreneurs in the wellness space, Golden Aura Digital will serve local businesses with physical locations.
The best strategy is the one you’ll actually stick with. Let’s build that together.
You can read more about my coaching offers here, including content strategy planning and implementation support.
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ABOUT JANICE HURLBURT
I help coaches and entrepreneurs shine their expertise online, by making the process of building their online presence fun, simple, and ready-for-success.
My digital agency will take care of the technology for you, help you shine like a star and get your expertise and efforts noticed. When you make me your partner in online management, I become the navigator of your journey, helping you map your success, attract the right clients, grow online and make more money.
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