What is content marketing for accountants?
Content marketing is a strategic marketing activity that involves creating and distributing a variety of content to engage your target audience. Examples of content include blog posts, white papers, press releases, infographics and videos.
Here at Whitefish Marketing, we specialise in content marketing for accountants, bookkeepers and tax advisors, helping practices and individuals to promote their businesses in a relevant and consistent way. Our experienced copywriters work hard to ensure your brand’s tone and style are consistent across all the content we produce on your behalf and, where applicable, the copy includes specific keywords to help boost your SEO efforts.
Types of content we produce for accountants
We provide a wide variety of written and visual copy to meet a range of needs:
Website content
Website content includes service pages, about us and locations pages, all of which provide your customers with necessary information and help the search engines to index your site. Crucially, we write SEO content, which includes keywords that will help improve your visibility in Google search results.
SEO blog posts
SEO blog posts are essential for targeting longtail keywords - those that are specific but without high search volumes. We produce these on a regular basis to help your firm’s website rank for the more specific search queries made by your target audience.
News articles
News articles add value for your customers, keeping them informed of news and legislation changes that affect businesses and individuals.
Email newsletters
Email newsletters are a good way to stay in touch with your existing clients, keeping them updated and informed, and offering an opportunity to cross sell your services.
Landing pages
Landing pages are the initial pages a customer views first, when entering your website. They are designed to convince users of your authority and expertise, and ultimately convert them on that visit. So your content is vital for these pages.
SEO guest posts
SEO guest posts are useful for obtaining backlinks, which are a vital part of SEO. Guest posting enables you to reach other audiences and helps search engines to view your site as authoritative and trustworthy.
Whitepapers
Whitepapers provide deeper insight into a specific aspect of accounting (e.g. CGT, R&D Tax Credits etc.) and offering downloads can deliver added value to existing clients and encourage new users to sign up to a mailing list, enabling you to communicate with them more frequently.
PDF guides or infographics
PDF guides or infographics are similarly a useful tool for converting your web visitors, offering them additional insight in exchange for an email signup. Additionally, they are often quite visual and eye-catching, and can be shared on social platforms to help establish your expertise in your field.
Sales brochures
Sales brochures are still a strong key tool for many accounting businesses, and must have compelling sales content, tailored for your target audience, that is also consistent with your brand’s tone of voice.
Case studies
Case studies enable you to show potential clients how you’ve made a positive impact for your existing clients, and must be written with concise language according to a clear structure.
Social media posts
Social media posts engage your followers and start conversations, enabling you to showcase the human element of your company and connect with clients in a less formal way.
Press releases
Press releases give you the chance to share key news such as a merger with another business, charitable events and efforts within your team, or awards your practice has won. These are also great ways to secure additional backlinks for your SEO efforts.
E-books
E-books provide detailed insight that cannot be found elsewhere on your site. Again, this is a good tool to acquire new enquiries through a download form.
Have your firms content professionally written by our team of expert copywriters
Why invest in content marketing?
Content marketing is one of the most effective forms of marketing. Well-written copy that is distributed across appropriate channels will educate and engage your audience, start conversations, and showcase your expertise in a competitive online world. It can also be the key to converting your web visitors into customers. Here are just a few reasons to invest in digital marketing content:
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You can increase brand awareness
If your content is compelling, varied and relevant, it can obtain a wide reach through sharing. People become familiar with your brand, meaning they’re more likely to think of you when they’re looking for the services you offer.
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You can educate your audience
Business owners often seek to educate themselves on accounting and finance-related subjects, and providing information that helps this process positions you as an authority in your field. Being a trusted source can lead to sales further down the line.
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You can demonstrate your expertise
Actively posting content on a variety of channels, from your own website blog to social media platforms allows you to demonstrate to others (for free) how you can help them. From this point it’s easier to convince potential customers that your offering is what they need.
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You can build trust with your clients
Publishing content to your existing clients soon results in them relying on you as a source of trusted information when it comes to changes in tax legislation, MTD compliance, deadline reminders and more.
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You can increase web traffic
Content marketing and SEO go hand in hand. SEO-optimised content is key to improving your visibility in the search engine results pages (SERPs), which in turn brings more traffic to your website. Without strong content your SEO activities are flawed.
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You can convert users into clients
Once visitors arrive on your website, it’s the content they read that will ultimately persuade them to convert and make an enquiry into your business.
Why accountancy businesses use Whitefish Marketing
For nearly ten years, we at Whitefish Marketing have been helping accountancy businesses with their digital marketing content. Whether you’d like us to create a comprehensive content strategy on your behalf, or simply provide one or two blog posts per month, we offer the following benefits:
Our content writing process
Many of our clients ask us to help with their written content and our process ensures that, whether you need SEO content for your website, social media content, or email newsletters, we can provide copy that fits your brand and helps you achieve your goals.
We learn about your company
The first step in our approach is to learn about your company, your brand guidelines and the tone of voice you wish to convey. It’s vital that copy across all channels is consistent and accurately reflects your brand, so the more information you can give us during this phase the better.
We consider the purpose of the context
Once we’ve established how you’d like us to write, we then consider the objectives of the specific task. Are we writing a press release to inform news outlets of what’s happening in your business? Do you need new copy for your web page that clearly and concisely tells customers about your services? Depending on what the task is and the audience it’s aimed at, we’ll tailor the content appropriately.
We develop a strategy
Once we know what types of content you need, we’ll develop a content strategy. This considers your target audience, distribution channels and more to determine where content should be placed and who will be reading it. We’ll also create a content plan, which outlines when and where content will be published.
We research, write and optimise
It’s only after all this has happened that we begin to research, write and edit your content. During the writing process we’ll optimise the copy for SEO purposes where relevant, ensuring that it helps to improve your website’s visibility for specific queries in the search engines.
You approve and publish
Once the copy is written, we send it to you for approval before publishing it. We offer one round of amendments as part of your initial quote, and we ask that feedback is given promptly to avoid delays in distribution.
Have your firms content professionally written by our team of expert copywriters
Content Copywriting FAQs
A copywriter provides a wide variety of copy for various uses, from written content for your website service pages, blog posts and email newsletters to brochure copy, white papers and case studies. They can even write text for PPC advertising and social media posts.
A skilled copywriter will ensure your brand’s tone of voice is consistent across all your marketing channels, conveying your message in a way that’s tailored to your target audience. They can also write in a compelling way, persuading website visitors to take a desired action, such as booking a consultation.
We try to get as much information as possible from you initially to help us replicate your tone of voice and style. If you have any branding documents or tone of voice guidelines, we ask for a copy of these; otherwise, we provide a questionnaire which we ask you to fill out as comprehensively as possible to get us off to the right start.
Of course, we always run copy by you for approval before putting anything live, so you will have the opportunity to make tweaks.
Our prices include one round of amends, with further revisions incurring a fee.
While ChatGPT is a clever piece of technology, it has limitations in terms of what it can do. The copy produced by an experienced copywriter, for example, can be tailored to your target market and kept consistent with your tone of voice. ChatGPT would need to produce multiple versions of content before it was able to learn how to replicate your brand’s tone and style.
AI technology is also not able to carry out keyword research and make content SEO-friendly, targeting the necessary keywords to help your site remain visible in search results.
Finally, while ChatGPT and similar technologies can write factual copy, what they cannot do is tap into emotions, draw upon experience, or make contextual cultural references - all of which are what ultimately connects your business to its audience on a human level.
Yes, absolutely. Regularly updating the copy on your website - by adding blog posts, for example - encourages the search engines to routinely crawl your site and as a result you have a better chance of ranking more highly. It also helps your SEO efforts by giving your clients compelling reasons to choose your brand once they have arrived on your site.
Good copy for accountants will include keywords that your audience is searching for, to help your website appear for those terms when a search is carried out.
For more information specifically about SEO (Search Engine Optimisation) speak with a member of the Whitefish Marketing SEO team – we’ll be glad to help answer any questions you have on the subject.
Our experts have been providing copy and content marketing for accountants for nearly ten years, making us one of the most experienced providers in the south east. We have written about a range of accountancy related subjects and can accommodate your needs.
Content ownership depends on the type of package you take up with us. In most cases, once the content is produced it is owned by our clients. The only exception is if you choose our “Software As A Service” (SAAS) package, in which case the ownership of that SAAS content remains with us.
Absolutely. Many of our clients request blogs or web content on specific subjects, and our experienced writers can meet your needs. Of course, the more detailed the brief, the better.
So what's stopping you?
Call today on 01303 720 288 or fill out our enquiry form below.