Content marketing is the process of creating and publishing relevant content for an online audience. Content can be in the form of blogs, emails, social media posts, white papers, ebooks, etc. What type of content you post will depend on a number of factors including current trends, your audience’s needs, and your overarching business goals.
When done effectively, content marketing will provide invaluable information to your target audience and thus establishes your firm’s expertise. This in turn will help to retain current clients as well as attract new ones.
Benefits of Content Marketing
Content marketing can benefit your business in countless ways. First and foremost, having a steady supply of content will increase your visibility in search engines. When you have high-quality content on your site, you improve your chances of boosting your domain authority which will result in higher search engine rankings. Not only will this generate leads, but it can also facilitate a positive image surrounding your brand, therefore boosting brand authority.
Additionally, a site populated with more content will show your readers that you’re a reliable source of information for them to refer back to. This helps to keep them engaged with your company, fostering a deeper client relationship and instilling a sense of trust. Ultimately, the content you publish is a way of communicating to your audience that you recognize their needs and pain-points.
Reaching your Client Base
Before you publish anything, you need to know who the content is for. If you have any customer personas on hand, these will be incredibly helpful at this stage. Take some time to dig into the specifics of your audience: the topics they’re interested in, where they spend time online, and any accounting-related difficulties they have.
Next, identify any target keywords your target may be searching for and aim to incorporate these into your own content. Consider how your firm can provide pertinent insights to the queries they have or the information they’re seeking. Once your target audience is defined, this will inform the type of content you will publish.
Set Content Guidelines
Because your content is a representation of your firm, it’s important to create guidelines to ensure there is consistency throughout every piece of content you publish. These guidelines should include information about your target audience, tone of voice, stylistic preferences, and any applicable terminology. To create a sense of uniformity across all content, make sure everyone in your firm adheres to these guidelines.
Set Content Goals
Next, it’s important to set some goals for your content. What do you want your content to achieve, and how does this align with your existing business objectives? Whether you want to get more exposure to your firm or improve client loyalty, spend some time thinking about how you intend for your content to impact your business. Every piece of content needs to have a purpose. Once you’ve established the goals, select a few relevant KPIs to measure your content’s success. For example, if you’re trying to attract new readers to your blog, you may consider monitoring the number of blog visits per month.
Once guidelines and goals are in place, it’s finally time to start creating your content. While the content format you choose must align with your goals and target audience, here are a few ideas to get you started.
Your blog is an opportunity to share industry news, expert interviews, and guides for your clients to use. When readers see that your blog is a worthy resource for all-things accounting, they’re more likely to refer to it in the future when seeking out information.
In order to appeal to a number of different clients, it’s wise to offer a variety of content types. Some clients may be visual learners, therefore infographics can be a great way to capture their attention and explain accounting concepts that may be better explained through images. Additionally, infographics perform very well on social media.
Ebooks are a great way to go further into detail on certain topics where blog posts won’t suffice. Ebooks give you the chance to go in-depth on a single topic that is relevant to your audience, while reflecting your firm’s knowledge and tone of voice.
Creating free, downloadable templates for your audience is a perfect way to service your clients with something that they can tangibly use while also spreading the word about your business. You can create templates for anything ranging from business plans to bookkeeping, making sure to include your branding throughout the template to ensure those who come across your template know where it comes from.
Webinars are a great way to build relationships with your clients while also showcasing your expertise. Like ebooks, webinars give you the opportunity to dive deep into a given accounting or tax topic. By partnering with other accounting firms that are successfully reaching your target audience, you can offer shared advice and gain more exposure for your business. Because webinars can be recorded, you can re-use the content by sharing a link to the webinar on your website or periodically sharing clips via social media.
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