Accountancy Content Marketing
The accounting industry is highly competitive, but many firms struggle to create good content for a range of platforms. Perhaps the subjects seem a little dry for everyday consumption by internet users. Or you feel that most aspects of accounting are too complex to cover in a blog post. However, specialised accountancy content marketing content marketing for accountants is essential if you want to stay competitive in the online world. It’s possible to let potential clients know how you can help without going into minute detail and to create content that engages those who don’t necessarily connect with accounting firms. All it takes is some thought and planning. Here’s why you should include tailored content when marketing your accounting firm.
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Content marketing will help your SEO efforts
Content marketing helps search engines to understand more about your website by providing context. It creates links between where your firm is based, who it serves, and what is on offer. This is crucial for improved rankings in the search results. Why? Because the job of search engines is to present users with the most relevant and authoritative results for their search. If your site has clear signposting regarding what services you offer and to whom, with relevant keywords placed in the text, you’re more likely to appear on the first page of results.
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Content can generate links
Providing useful content, especially when it relates to current issues and affairs, means that links back to your website can be generated. Links from high quality sources are a signal to the search engines that your business is an authority in its field, and that it offers content that users will find valuable. A good way of generating these links is to reach out to other authoritative sites and offer to provide them with content that is relevant to their audience in exchange for a link to a related page on your site. This takes time and effort, so engaging a professional that specialises in digital marketing for accounting firms can be the best way to take advantage of this opportunity.
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Content marketing can build trust
Putting content both on your own site and via guest blogs or articles on other sites helps to establish your business as an expert in your field. This means that consumers who see that content will begin to develop trust in your brand. Over time they may then look specifically for information provided by you when they have accounting related questions, and become more likely to think of you as and when they require your services. Of course, this is a long game – there are few quick wins with content marketing, but the effort put in can reap much longer-term rewards.
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Conversion-optimised content can generate leads
But if I’m going to put all this effort in, when will I see the benefits? It’s a legitimate question. Of course, the ultimate goal of any marketing strategy is to turn web traffic into conversions. So this is where you need to put your content marketing focus on your website itself. Conversion-rate optimisation (CRO) is the practice of optimising various aspects of your site – including the content – to encourage users to perform a task you’d like them to. This might be signing up to a mailing list, subscribing to a service or booking an appointment or free consultation.
Content marketing in this instance refers to creating informative, engaging copy or videos that sit on your site and help users in specific ways. You might, for example, create a video that explains the threshold for Inheritance Tax, or write a blog post that explains the benefits of outsourcing bookkeeping services. You can then create clear and compelling calls to action, directing users to arrange a free consultation or to contact you for a quote.
There is, of course, a fine balance between encouraging users to take action and being pushy, so you may choose to seek advice from a specialist in online marketing for accountants to ensure you get it right.
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Content marketing doesn’t all have to come from you
A great way to get content that is more likely to result in increased traffic and conversions is to ask clients for a review. These can be published on your Google Business Profile, where users will see them when they search for your brand or related keywords, or on your website. In comparison to other methods of content marketing, it’s far less labour intensive, as all you have to do is contact the client requesting their feedback – and even that can be automated.
If you don’t have the time or resources to carry out content marketing yourself, Whitefish Marketing is an expert in creating content marketing for accountants. Our team will discuss your goals, and work with your accountancy firm to create a content marketing plan for your business.
