Why does my accounting firm need specialist content?
Content marketing for accountants
If you’re an accounting firm looking to truly succeed in a competitive online marketplace, you’re going to need some specially crafted content. This needn’t be as dry as it first sounds: accounting content can provide valuable information to existing and prospective clients if presented in the right way. Here are some reasons why content marketing for accountants is an essential part of your marketing strategy.
It offers value
Marketing is no longer about the hard sell. Instead, it’s about building trust with your target audience, establishing your brand as an authority in its field, and often providing something for nothing. Yes, you read that right. If you’re going to get consumers to respect your brand, providing them with relevant information is key. Getting them to then use your services is a long game – it takes time, effort and patience.
Think about your target market and what their needs are. Are they high net worth individuals who might be looking for information about cryptocurrency taxation? Are they businesses in need of help with payroll and bookkeeping? Tailor your content to their needs with information about changes to regulations, tax reminders, current affairs that affect finance, and similar issues that give them something of value for free. If they see you as an authority, they’re more likely to remember you when the time comes to engage an accountant’s services.
It’ll help your SEO
Content is a key part of digital marketing for accountants because it helps the search engines to understand more about your offering. The more they understand, and the more authority they place on your site, the higher you’ll rank in search results. And that means more web traffic, and ultimately more clients. Posting relevant, engaging content frequently – such as on a blog – ensures the search engines regularly crawl your website and shows them that your brand is providing something of value to users.
You can also repurpose a written blog post, for example, to make it shareable on social media. Sharing content can help you generate links back to it from other websites, which in turn has a positive impact on your SEO efforts.
It can generate leads
The million-dollar question is, will content marketing generate leads for me? If you’re doing it right, it absolutely can. As we mentioned above, it’s a long game. But staying relevant with your content and posting regularly can keep your brand in consumers’ minds, making you more likely to gain their business down the line.
Another aspect of content marketing to gain leads is CRO – conversion rate optimisation. This involves tweaking content and web page layouts to encourage users to perform a desired action – like sign up to a mailing list or book a consultation. This, alongside the authority you’ve established, can prompt users to convert, meaning more business. Ensure your calls to action are clear, and that users can easily see what the benefits of choosing your company are.
For further help with creating specialist content for your accounting firm, contact a digital marketing expert today.