Content marketing for Accountants and Bookkeepers: What is good accounting content?

Content is information in a variety of formats that you create to publish on your website and share through direct mail or social media. It is the backbone of important marketing techniques, especially digital marketing, and is driving results for companies of all types and sizes. Yes, accountants and bookkeepers too so here is a quick guide to content for marketing to get you started.

The Written Word: Blogs, Newsletters, Whitepapers, e-Books

Whether you create them in-house or hire a writer, this text content will improve your website and, if done correctly, your search engine optimisation (SEO) too. Think carefully about the strategy and subject matter of your content to ensure it has the maximum appeal for your audience, start by covering the areas below.

  • Seasonality – There is a distinct seasonality for most business sectors and you should tailor content to your client’s market, be that agriculture, retail, tourism. Create great ‘evergreen’ content that will be relevant year in year out so with only minor tweaks you can repost again and again. Topics like tax deadlines, financial health checks for on and off-season times of year all work well.
  • News and Industry Insight – Be the one to share, and give informed commentary on, finance and accounting news. The effects of budgets, new tax law, or tax breaks, could be significant to clients and prospective clients alike. Being a source of clear information and help will see your accounting firm gaining recognition, trust and new clients.
  • Products and Services – It is important not to see your content as a straight advertisement pushing your business but that doesn’t mean that you can’t illuminate the benefits your firm offers. Consider subjects such as ‘How to Find the Right Accounting Firm’, and more specific titles that apply to your firm’s speciality or USP such as payroll, small or family business packages or international expertise.
  • Case Studies and Testimonials – Demonstrating how you can and do help existing clients can be a powerful draw to others, it is also a good way to underscore your accounting firm’s strengths and specialities.

Content Strategy compass

Creating Visual Content

If you are using social media marketing – and you should – remember that it is a visual medium. Everyone understands that Pinterest and Instagram are image based, but pictures get more likes on Facebook and Twitter too and they’ve redesigned their feeds to better accommodate them. You should be able to use all the methods below in a way that is relevant to your accounting firm and interesting to potential clients.

  • Infographics may mean employing a freelance designer, but they are a great way to share the authority and expertise of your accounting firm in a snackable way that people can like and share.
  • Templates or relevant timelines/calendars/checklists, with your branding, that can be used by leads and existing clients are a useful way to add value and increase your visibility.
  • Photography and Images with or without text can be used to highlight your firm’s personality, amuse and engage the audience. Do use subjects that are more appealing than rows of numbers, be inspiring, sympathetic and light hearted. Consider humanising the firm by using images of staff events etc.

And don't forgot about Video and Audio

Video and audio are popular too, and they don’t necessarily take a whole production department to achieve but quality is important so don’t be too ambitious at first. The below are all achievable, in house, without Spielberg on speed dial.

  • Webinars are simply web-based seminars. You can invite clients and leads to ‘virtually’ attend on-line and then share the recorded event, or an edited version of, on social media. A great way to offer training, share presentations and offer a live Q&A
  • Interviews with experts, either within your accounting firm or external guests can be audio or visual are another way to underscore your authority and share information
  • Slideshows and Presentations do not have to be boring, they are easier to produce than videos and are hosted on your website and/or social media platforms such as LinkedIn’s Slideshare or Youtube).

All of the above is achievable for your accounting or bookkeeping firm but you don’t have to do everything at once. Your content strategy should be built on and expanded over time, taking into account the results of previous campaigns, responding to feedback and analytics so that your content becomes more focussed for the market, and more likely to yield the results, that you want.