In January 2025, I began working with Aline, a clinical and perinatal psychologist, to support the content strategy for her Nurturing a Motherhood Programme.
Our goal was to produce meaningful and relatable content that spoke directly to the emotional and practical challenges of pregnancy — all while strengthening her digital presence and deepening engagement with her audience.
Discovery Chat
In the first stage, we had a brief conversation to identify the central focus of the project.
Aline shared details about her work with mothers and families, and explained the importance of the Nurturing a Motherhood Programme, which was born from her personal interest and professional experience. This initial contact was essential to align expectations and lay the groundwork for a more in-depth meeting.
Strategy
A few days after our conversation, Aline shared a post she had written listing common doubts and thoughts, such as:
- “I’m pregnant, now what?”
- “Will I be a good mother?”
- “I’m feeling so unattractive…”
This material served as the foundation for creating a series of posts, each one addressing an aspect of the anxieties and challenges faced by expectant mothers.
When writing, we focused on keeping the content light and clearly targeted to the theme. Since the material would be posted on Instagram, we also defined a design and organised the information into carousels.
At first, the design was simple, using the basic colours Aline had already employed in previous posts. Gradually, we refined both the design and the colour palette, making the content easier to consume and more engaging.
In less than three weeks, we established a comfortable and effective routine for content production and publication.
What Changed?
The new routine increased posting frequency and allowed us to identify new opportunities to improve the content.
Aline shared that she felt more motivated to post on social media, maintaining a frequency that suited her current situation.
This case shows how a practical routine, combined with clear writing and the right use of digital tools, can help professionals connect authentically with their audience.