Content Marketing For Accountants & Bookkeepers: Learn The Best Practices For Success


It’s been said a gazillion times and we’re going to say it a gazillion and one: Content marketing is the best way to ensure a steady flow of right prospects for your business. It’s also the number one strategy to differentiate you from your competitors.

It gives your business a unique voice – an identity if you will – that makes it easier for your target audience to connect with, while it builds trust for your brand. But what exactly is content marketing for accountants and how to use it the right way?

Read on and let’s find out.

What Is Content Marketing For Accountants and its importance for your practice?

First of all, content is basically everything that you write and share with the world. However, when it comes to business, the rules are different – you have to make that content valuable for your audience if you want to convert them into customers.

When it comes to marketing an accounting firm (link to our Digital Marketing for Accountants article), the focus should be on providing relevant information to prospective clients while resisting the urge to sell your service. Content marketing means that you use that content to attract possible clients – those who already show interest in your service.

It may take a while to show results, but the fruits you will gain are guaranteed sweeter than the ones from regular sales attempts.

That’s why any content marketing idea you might dwell on has to focus on giving, not receiving. Think of your content as a free lesson in a specific area from accounting or bookkeeping without asking anything in return. We promise that, as long as you target a specific audience relevant to your niche, the right students will come back for more.

Types of Content Marketing For Accountants

Now, as an accountant and a beginner marketer, it might seem overwhelming to you when it comes to choosing what content to publish. No need for worries, we got you covered on that too. Here’s a list of types of content marketing for accountants that you can always come back to if you need a bit of motivation:

Written content

This is the broadest and most used category in content marketing – it is where you show all of your expertise as an accountant or a bookkeeper. Because all the content you publish will be always available (until you delete it), it serves as a great lesson package for your audience that can be accessed at any time.

One thing to know about written content is that it has to be SE optimized if you want to be among the 62% of marketers who get the highest quality source of leads. Get in touch with us to help you optimize your content for the best results.

·        Blogs

What if we told you that an astounding 82% of marketers who blog see positive ROI? Just remember to keep them related to your business. Blogging doesn’t mean that you have to write a personal diary.

Although sometimes it’s a plus to input some human side in your content, 98% of the time stick to the professional side. Blogs can be articles on the newest trends or checklists on doing taxes or even guides on how to do taxes.

·        Social media posts

Discover where your target audience hangs out the most and publish content there. It can be Facebook, LinkedIn, or any other platform that is the water cooler of your prospects. Then share short but valuable posts with them. With regular sharing, you will notice how the number of your followers and their engagement with your posts is increasing.

If you want a more detailed description of how social media can build your online presence click here (link to our Social Media for Accountants article)

·        Newsletters

These can be in the form of an e-mail. Regular updates on the newest trends in the industry will show your audience that you’re staying on top of the game – not to mention that it will establish you as a thought leader in the field.

·        e-Books

Although these might sound intimidating (you’re not a writer anyway), e-books are far easier to create. You just focus on one idea that is relevant to your audience and just share it with them. Just remember to be specific and show real knowledge. And it doesn’t have to be a long piece of content. Just enough to cover one topic.  

·        Whitepapers

These are specific in-depth reports (or guides) that give information about a certain complex issue. In other words, you present a certain topic from your field together with problems that can surround it and offer your solution.  According to a study by Semrush, this type of content is the best for driving traffic

Visual content

They go best with social media. Whether it’s marketing for CPA firms or marketing for accountants, the base is still the same – you provide short information through images and pictures. People don’t always have the time to read a lengthy article (or just are not in the mood for it), so visuals will do the trick. Whichever of these below you decide to go for, make sure to learn which works best on which platform.

·        Infographics

·        Templates

·        Images

Video and audio

Their popularity is going through the roof these days – Hubspot even says that is overtaking blogs and infographics. If you manage to squeeze time from your busy schedule, we highly recommend you give them a try. And yes, they can be done in-house and don’t cost as much as you think. Just be careful to make them in decent video quality.

·        Podcasts

This year, 28% of marketers showed interest in podcasting only. Think of them as written material read out loud divided into episodes. Podcasts are audio files that can be downloaded to a device for easy listening. Here again, you talk about a  specific issue that’s valuable to your audience, but this time – you talk. As simple as that.

·        Interviews

Another great way to show authority. If you can find an important player in the industry to pick their brain and share the findings with your audience, you’re gold. But even less ambitious feats will provide value – like interviews with colleagues or external guests.

·        Webinars

Or web-based seminars. You invite potential (and/or existing) clients to join the virtual event that can even be pre-recorded. For example, you host a Q&A session or give some kind of training.

·        Presentations and slideshows

If you’re not a fan of the videos, or maybe the introvert in you is screaming to get out of the spotlight, these are much easier to create and share on your website or social media platform.

How To Brainstorm & Create Content Fast and Effectively

OK, so you’ve learned the types of content marketing for accountants, but how to actually start creating it? Well, you don’t think that random posting and publishing will do the trick, do you? For your accounting business to be successful, you’ll need to have a planned strategy.

Start with answering some questions first, such as:

1. What is the best type of content for my brand? (Which do I feel most comfortable with?)

2. What channel is the best to publish that content on?

3. Who are my biggest competitors and how are they doing their marketing?

The answers to these will give you a good idea about your strengths, weaknesses, opportunities, and threats. This should give you a detailed picture of what to focus on and where you can improve.

Don’t forget to measure your content’s performance, otherwise how will you know what works and what doesn’t? Almost all top performers do this. And you don’t need expensive equipment to do that – focus on things like the number of pages or posts views, how many likes, shares, or comments you are getting, what is the percentage of email subscribers, conversions from prospects to clients, etc.

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