Accountant’s expert guide to content marketing

What can your field gain from a content marketing strategy for accounting professionals, and how would you develop such a campaign?

Anyone can leverage the power of content marketing to reach a large audience of potential customers. You must carefully select your audience and produce high-quality material to make the most of it. It takes a lot of planning to present the information audiences need while showcasing your knowledge and ability to help them.

Read this blog to learn more about strategy of content marketing and how to develop an effective one for  accountants.

Content Strategy

Table of contents

What is content marketing?

Content marketing creates and distributes valuable, timely, and consistent material to draw in and keep the target audience’s attention and, ultimately, encourage profitable customer action.

Types of content marketing include infographics, podcasts, videos, blog content, social media, etc.

5 Benefits of content marketing for accountants

1. Help build relationships
Being active on social media and your site does more than receive attention for your business. It provides a chance to network with current and potential clients.

Developing relationships is essential for growing your business. Your followers will be more inclined to contact you for accounting help if you’re willing to respond to questions and start conversations on social media.

2. Content marketing can generate new business
Speaking of potential clients, content marketing can assist you in turning them into paying customers by offering them the information that they need to make good accounting decisions.

That’s also a component in developing trust with them, and it’s a brilliant way to transition regular visitors into paying clients. Utilising calls to action (CTAs) at the end of all of your content is the most effective technique to convert new consumers through content marketing. Using CTAs in your content strategy implies you’ll be able to create qualified leads online passively.

3. Higher visibility in search engines
Every new blog you post on your site is another page that Google will index. Indexing more quality pages can allow you to rank for more accounting search queries.

If you target long-tail keyword phrases and titles that your clients frequently search for, you should have no difficulties appearing for those searches with your archive of information.

4. Great content establishes authority
Producing quality content will also enable you to create your authority online. You’re more likely to appear higher on search engine results pages if your accounting company is considered a reliable source of information.

Clients who see you as a reliable source in your field are more likely to trust you. Your content should highlight your subject-matter knowledge and offer insightful responses to your readers’ queries.

5. Content marketing is cost-effective
Compared to many traditional outbound marketing strategies, content marketing is more cost-effective since content marketing is generally simpler to start with and more popular with clients tired of traditional advertising messages.

Content marketing costs less but generates more than three times as many leads as outbound marketing. It provides one of the best ROI for accountants looking to promote their services.

6 Steps to develop a content marketing strategy

Following these steps is crucial to develop an effective content marketing plan for your accounting needs.

1. Define your audience
For effective content marketing, you must understand your target audience. Think about your desire to attract specific financial sectors. In that case, you’ll need to know what those people are looking for.

Determine what content will attract the potential audience to choose your services.

2. Devise your strategy
The next stage is to plan how you will apply the information your research has provided.

You must think carefully about the platforms on which you will publish your content and the strategies you will employ to promote it.

Consider what content will attract your target audience the most. For instance, would white papers and blog entries be more appropriate for your audience, or would videos and infographics be better?

Most of the time, using various media will be the best approach.

3. Determine what content to create
Producing quality content may be costly and requires a lot of effort. Therefore, it is even more crucial to have a long-term plan for content creation and publication.

A content calendar can include important accounting topics and publish timing instructions. Additionally, use trending accounting topic scheduling to manage long-term production.

4. Market your content
The next step after writing your content is to publish it and market it to your audience. Without taking this step, you won’t be able to communicate with many people and won’t achieve your objectives.

Here are some strategies for promoting your content:

  • post it to your social media profiles, and schedule it using a social media marketing tool.
  • use email marketing to promote your content to subscribers.
  • get in touch with thought leaders and influencers.

5. Audit your content
Now that you know who you will be speaking to and how to create content, it’s essential to learn about your present content and where the gaps are. Accounting content needs to be updated and provide value to the client.

The next step is to research what your competitors are doing. You can learn much about your business from what competitors do and don’t.

Importantly, this will also help you to determine what the gap in the market is.

6. Monitor and refine
Monitoring the effectiveness of your campaign and making any changes to your strategy based on what has been successful is the final step in creating a content marketing plan.

Your content marketing strategy will change over time. Hence, you must be adaptable in how you create your content.

You can learn a lot about your audience’s pain points, touchpoints, and queries using tools like Google Analytics, your social media statistics, and the analytics your marketing platform or CRM software provides.

Final thoughts

By following the above strategy, you can see a gain for your accounting needs.

Content marketing effectively assists accountants and clients by highlighting an accounting company’s specialised skills and providing the audience with knowledge.

High-quality content across multiple channels will assist accountants in attracting new customers and keeping their current ones.

Experlu Editorial Team
The editorial team at Experlu is comprised of seasoned financial professionals dedicated to providing high-quality content on accounting and finance. With a wealth of experience and diverse expertise, the team produces insightful articles that have established the Experlu blog as the UK's leading financial and accounting resource. The team includes accountants, auditors, and business advisors who stay updated with the latest industry developments. Their commitment to excellence ensures that Experlu remains a trusted source of information, helping readers stay informed about audit, business, finance, and tax matters.