Content Marketing for Your Accounting Firm| |
You have probably heard the term Content Marketing before. As marketing trends have shifted to inbound marketing tactics, and more and more businesses turn to the internet to generate new, high-quality leads, content marketing has become mainstream.
What is Content Marketing?
In a nutshell, content marketing is a marketing tactic that is focused on distributing valuable, relevant content to attract a target audience. This type of marketing is focused on ongoing creation and distribution of valuable content that relates to your industry.
Content is everything on the internet. Traditionally we thought of content as just the text on our website, but it's even more than that. Content is everything you and your business share on your website but also on blogs, social media, newsletters, press releases, articles, etc. The purpose is to not only share content that relates to your services, but that also provides value to your prospective audience. Traditional outbound marketing focused on pushing your messages out to anyone and everyone. Content Marketing is an inboard marketing approach designed to pull in your ideal audience by providing targeted, original content that pertains to your unique brand and services.
Content Marketing is so valuable because it's about giving your target audience something of value instead of just pushing your services. It's also about offering targeted information your prospective client would be interested in to increase the quality of leads.
Benefits of Content Marketing
There are many benefits to content marketing for your accounting firm:
- Increase your visibility to your target audience: Content Marketing increases your visibility on the web and on other platforms like social media. In general, it's about increasing the chances you'll be found on relevant platforms. And, by offering content that relates to your target client, you can hone in on the types of people you want to reach instead of just shouting into the void.
- Improved SEO ranking and website traffic: Search engines LOVE content. Offering new, fresh content on a blog can help boost your website's SEO. Additionally, posting valuable content out to other platforms that link back to your website further improved your website's optimization and drives traffic.
- Build trust, authority, and loyalty: It's one thing to just say you provide accounting and tax services, it's another to show your knowledge. Valuable content that offers knowledgeable insights helps prospective clients build trust. It shows that you're a clear leader and expert in the field. And, for current clients, it helps to improve loyalty and client retention.
- Develop a strong online reputation: The truth is, consumers, use the internet to find local services like accountants. 97% of people turn to the internet to find local businesses. If you don't have a strong online presence, you're probably not capturing these people.
What does it entail?
Your content marketing strategy includes anything and everything from blogging to sending email newsletters to posting to social media. When content marketing is done right it can be extremely effective. The problem is good content marketing can be time-consuming. A good content marketing plan for your accounting firm should include monthly blog posts, multiple valuable posts to social media, optimization of local listings, and newsletters sent to your mailing lists. Like with all marketing efforts you can choose to DIY your content marketing and take on the responsibility in-house or you can outsource your content marketing.
Build Your Firm's Content Marketing-in-a-Box
Content Marketing might feel like just the next trendy marketing tactic but the truth is, it's here to stay. While Content Marketing is extremely effective, it needs to be done right. Remember, the purpose is to share valuable, relevant content to your target audience. It's not about being sales-y and always pitching your services. It's about building trust and authority and growing your overall presence online.