Creating valuable, high-quality content is one of the most effective ways to bring visitors to your website and increase your rank in search engines. Building, optimizing and promoting your website by content marketing will help grow your business – but exactly what is content marketing, and what kind of content should accountants and CPAs create?
What is content marketing?
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.
Simply, content marketing is creating information that your target audience wants to know, then publishing and promoting that information to attract your audience to your website. For accountants and CPAs, your audience wants to know information about how to manage their finances, taxes, household budgets, small business, etc. Creating and marketing useful, relevant information online will attract your ideal client, introduce them to your services, and can convert them to clients.
5 Content Marketing Tips for Accountants and CPAs
1. Your content is written to inform your potential clients
You are creating content to attract and inform your ideal customer: not for other accountants! Your content should use language that is understandable to potential clients.
2. Be useful
Informative, accurate and well-written content is important to demonstrate your knowledge and expertise. But if it’s poorly written, or boring and tedious, your viewers may just keep on clicking to the next article.
Some useful content ideas for accountants are:
- checklists: everyone wants to be more organized. People love checklists; consider creating a series of checklists that can bring prospective clients to your website, such as checklists for
- year-end tax planning
- small business accounting
- 6 month’s living expenses
- college saving strategies
- retirement planning
- blogs and articles: every business should have a blog. Blogs are a good way to explain important topics to your audience, and demonstrate to people and search engines your knowledge, skills and services.
- changes to the tax code: Tax laws change, deadlines are extended, new forms are implemented – your blog is an ideal opportunity to introduce and explain changes that will impact the public.
- small business deductions: Small business and start-up tax deduction information is useful and important to entrepreneurs and business owners.
- saving strategies and tips: Everyone wants to have more money and to save some of that money for later. Money management tips and resources such as apps or online tools to assist in personal financial planning are popular online search topics.
3. Separate your personal and professional social media
When using social media to promote your accounting services take caution to separate your personal social sharing networks from your professional social media.
4. Distribute your content
It’s not enough just to have great content on your website: you need to publish your content on other platforms where your target audience sources reliable information.
- guest blogs or articles: Many blogs, online publications and forums welcome contributions from SMEs (subject matter experts). Typically there is a page on their website explaining guidelines for guest contributors and how to submit an article.
- LinkedIn Pulse: If you have a LinkedIn profile (and you should) you can post your articles on LinkedIn pulse and make them available to LinkedIn users outside your network. Bonus: LinkedIn articles are beginning to appear in Google search results.
- professional journals: Publishing your articles in professional journals is an opportunity to demonstrate your knowledge to your peers, and is a great source of referrals.
- local newspapers and publications: Local news publications are active and frequently seeking quality, informative articles that appeal to their demographics.
- podcasts and digital radio: Online radio and podcasts are popular sources of information that hundreds of thousands rely on daily for information and entertainment. Guest appearances on radio or podcasts shows are a great way to be introduced to a new audience, demonstrate your knowledge and offer a consultation.
5. Share and promote your content
It’s not enough to create great content for your website, publish articles and guest blogs and appear on radio and podcasts: you have to share your content and promote it online so that it can be found by people and search engines. There are many social networks that are ideal for professionals to share their blogs, videos, articles, press releases and accomplishments:
- YouTube: YouTube is the 2nd largest search engine after Google.
- videos on landing pages can increase conversions by 86%
- videos keep prospects on your site up to 2 minutes longer
- 20% of viewers will read your blog but 80% will watch your video
- viewers retain 58% of what they see and but only 10% of what they read
- our brains process visuals over 60,000 times faster than text
- online video accounts for 50% of all mobile traffic
- LinkedIn: People buy products and services from other people. LinkedIn is a good professional network to connect with clients and colleagues, build your network, and get referrals and recommendations.
- Google Plus: With the power of Google and recent updates, G+ is an increasingly effective platform to share your content and build your network with individuals, small businesses and entrepreneurs.
- Facebook: Facebook is an effective marketing tool for understanding your ideal client’s interests and needs, and promoting your services. Changes to Facebook make Facebook ads much more effective than merely posting content on your page, where it can easily get lost in the clutter.
- Twitter: Many of your potential clients are probably on Twitter, so you should be too! Invest the time to understand what works on Twitter – and what doesn’t – and how to use images, hashtags, tags and links to amplify your message.
Newsletters: Do you send out a monthly or quarterly newsletter? A newsletter is an ideal opportunity to share your blogs, articles and information about your services and practice, and build a following on your social networks.
Producing quality content and publishing on social platforms on a regular basis is a strategic marketing opportunity for accountants to attract potential clients to their website. Designing a content strategy is an important step for accountants and CPAs to build online visibility and establish themselves as thought leaders and subject matter experts.
content writing • blogging • social media marketing • copy writing