Every piece of content we write for our clients should not appear to be written as a piece purely aimed at search engines, or a generic piece of content.

Our aim is to write content that adds value to the client and their audience, as well as the community as a whole.

Most of our clients have a certain “brand voice”. The main aspects of our client’s voice can be found in the Client Content Guide. For each of your clients read all parts of this and commit it to memory.

The main thing to always keep in mind is Differentiators. If a friend had never had a hamburger before in their entire life and they suddenly wanted to try one, how would you differentiate McDonald's vs. Burger King vs Steak n Shake? What you came up with are differentiators, they're why we choose one place over another and need to be central in all of our content we post for clients.

If you told your friend that, "Well, McDonald's, Burger King, and Steak n Shake all have hamburgers," why would your friend choose one over the other?

Behavioral health is the same. Just like it wouldn't be helpful for McDonald's or Burger King to run an ad that said, "Are you hungry? We have hamburgers!", it's not helpful for us to promote content that says, "Are you struggle with X condition, we have treatment!" People need to know the differentiators and often the Why behind those differentiators.

Don't just say, "We have master's level clinicians." Say, "Most programs only have addiction counselors with a 1-year certification. We have master's level clinicians with extensive educations that are able to treat both addiction and underlying mental health conditions, something a counselor is not trained nor licensed to do."

Client Specifics To Know

Tagline:

This is the client’s message in a single phrase. Good places to use this: At the end of a content piece, in a call to action, on a branded graphic

Mission/Vision:

This is the client’s why. It is what drives them to do what they do. Sometimes this is an idealistic goal and for others, it is a simple statement. By reading these as a writer you can understand the general philosophy behind what the client does and why. Incorporate the messages from the mission into your writings.

Philosophy of Care:

This is how the clients do the treatment. Specifically what kind of treatment modalities and approaches they use. Use this section to get an overall feel for how the patient will experience treatment, what they will participate in, and how the treatment program will be conducted.

Target Audience:

Specific demographics and personas. Use this section to define who you are writing to. What are their problems and concerns? How is this client solving them?

Differentiators:

One or two characteristics that set this client apart from the rest in their target area. Use these in calls to action, headlines, boilerplates.

Other Client Pieces

Primary treatment modalities:

This is how the client medically treats their patients/clients. Use these therapeutic models when discussing how substance use treatment, mental health, and therapeutic needs are solved during treatment. These should be used throughout the content piece.

How to describe patients:

Follow this 100%

MAT and Dual Diagnosis:

This is very important as clients who do not use these protocols may be prohibited by philosophy, licensure, or billing to even mention these.

Phone:

Very important that we always use this phone number on all website content pieces. We use this number as a swap number for our call tracking software. If the number is incorrect the number will not swap on the website and we will lose marketing data tracking.

Always read the client websites:

When you get a new client at minimum read their home page, about page, contact page, and service pages. Take note of what they use for calls to action, what their voice is, and how they format their content and messages.

Pro-Tip

Some clients have specific guidelines that can be found in their client folder on the Circle Social shared drive.

Client Branding & Voice Guide