Escape the Social Media Treadmill: Build Real Authority Without the Burnout
Dec 23, 2025"Audio actually has a higher empathic connection than video does, your brain can hear emotions. They're hearing your voice in their ears, straight to their brain. It's so impactful... it's right there in your voice."
Another day, another Instagram post. Another reel that took an hour to create but got 47 views. Another algorithm change that makes last month's strategy obsolete. You're doing everything the marketing "experts" say you should do, but your calendar still has too many openings.
What if the problem isn't that you're doing social media wrong—what if you're focusing on the wrong strategy entirely?
James, host of the Wellness Center Creators podcast and founder of the Authority Plan, joins Anna and Kendall for a conversation that challenges everything wellness practitioners think they know about online marketing. Drawing from his background in digital marketing and his experience working specifically with healthcare providers, James reveals why the social media grind is burning practitioners out—and what actually works instead.
The core problem, as James identifies it, is what he calls "the social media hamster wheel": "You're constantly creating content, posting, engaging, but you're not seeing the results that match the effort you're putting in." This isn't because practitioners are doing social media poorly—it's because they're using a platform designed for entertainment to try to attract clients seeking transformation.
The solution? Building authority through strategic content that people actually search for. As James explains, "When someone's looking for help with anxiety or chronic pain or fertility support... they're not scrolling Instagram hoping to stumble across the right practitioner. They're Googling 'acupuncture for fertility near me' or 'how to manage anxiety naturally.'"
This fundamental shift—from chasing attention on social media to being discoverable when people are actively seeking help—changes everything about how practitioners market themselves.
James introduces the concept of "pillar content": comprehensive, SEO-optimized pieces that establish expertise while addressing the specific questions ideal clients are asking. These might be blog posts, podcast episodes, or YouTube videos that dive deep into topics relevant to your practice. Unlike social media posts that disappear within 24 hours, pillar content continues working for you indefinitely.
But here's where many practitioners get stuck. As James observes, "Wellness practitioners often struggle with this because it feels self-promotional." The reframe? "Really what you're doing is you're serving people. You're answering questions that people genuinely have and providing valuable information."
The conversation addresses practical concerns about implementation. What if you hate writing? James suggests alternatives like podcasting or video. What if you're in a saturated market? He explains how to identify "underserved search queries"—questions people are asking that nobody else is answering comprehensively.
One of the most valuable insights addresses a common misconception: that this approach requires abandoning social media entirely. Instead, James recommends a strategic hybrid: "Use social media to build relationships and nurture your community, but use SEO-driven content to attract new people into your world." This means practitioners can maintain their authentic social media presence without feeling enslaved to daily posting requirements.
Anna and Kendall contribute their own experiences with content strategy, with Anna noting the challenge of consistency: "It's really hard to maintain that kind of content creation alongside running a busy practice." James acknowledges this reality while emphasizing that even one pillar piece per month, consistently published, builds authority over time.
The episode concludes with practical next steps for practitioners ready to escape the social media treadmill. James offers a free Authority Assessment at authorityplan.com where practitioners can identify gaps in their current online presence and get personalized recommendations for building discoverable authority.
If you're exhausted from social media but don't know how else to attract clients, or if you've been posting consistently without seeing results, this episode offers a refreshing alternative that honors both your expertise and your limited time and energy.
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About James Healy
James brings a rich background in digital communication and marketing, podcasting, and health and wellness.
He helps professionals across various industries, including health and wellness, amplify their message and connect with their ideal audience through podcasting. As the owner of McLean Media, James is passionate about making podcasting accessible to anyone, regardless of budget or technical expertise.
With a unique perspective from his diverse experiences, including running MountainFIT, a hiking tour company that offered health-focused adventures across the globe, James merges outdoor leadership, wellness tourism, and marketing to offer a holistic approach to digital communication.
James makes his home in Bozeman, Montana and loves to play outdoors as often as he can with his son Dutch.
James’s Website and Links
- Website: https://theauthorityplan.com
- LinkedIn: https://www.linkedin.com/in/jameshhealy/
About Kendall Hagensen
Kendall is a Somatic Mental Health Therapist, Multidisciplinary Clinic Owner and Business Coach. She specializes in, and is passionate about, working with healthcare professionals to create the businesses of their dreams. Big goals always have a psychological component beneath the surface, so Kendall uses her background in Somatic Psychotherapy and EMDR Therapy mixed with Business Coaching tools to help clients develop a healthy relationship with their business and their strength as a leader.
As someone who lives with a chronic illness herself, Kendall feels that health happens best within community, which is why she takes a holistic, integrative, and collaborative wellness approach to her personal and professional life.
Kendall’s Web/Social Links