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Why Content Marketing Is Imperative These Days

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by Hugh Duffy

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As the online marketplace becomes more crowded and old school methods of marketing cease to work (e.g., cold calling, yellow pages, etc.), the power of content marketing becomes more important each and every day. And while there are tons of descriptions of content marketing, it means creating and sharing content that's relevant and valuable to our target buyers. When done properly, content marketing pulls prospective buyers to all types of businesses and motivates them to buy.

Here are the core reasons why having great content is key to growing your accounting practice.

Content is KING with Google

Content is KingTo stay near the top of the search engines, you need to deliver a steady stream of content to attract Google's interest. In return for providing great content, Google will provide your website with more visibility when a prospect is searching for the type of services you provide.

Today, Google has nearly 70% of the market share for web searches. With this dominant market share position, Google has been able to demand (and extract) tons of free content in return to higher placement within the search engine results pages. In other words, if you want more visibility and web traffic, you have to feed the beast with tons for fresh, quality content.

Content is King on Social

Providing interesting content on social media is another way to generate awareness for your firm and break through the clutter.

Typically, social media for accounting firms consists of a blog, Google+, LinkedIn and a company Facebook account. Providing a steady flow of interesting social posts will generate sharing and create awareness amongst people who never would have heard of your firm.

Content is King with Prospects

While we'd all like to avoid writing content, the reality is that well written content sells. If you've read one of the books below, you know that prospects read and well written books may turn into blockbuster movies.

American Sniper by Chris Kyle

Unbroken by Laura Hillenbrand

Fifty Shades of Grey by EL James

Gone Girl by Gillian Flynn

Content is King on Your Website

Last, but certainly not least, is that the content on your accounting firm website must be powerful and create a picture in their mind. This content can reside on the website or a blog integrated into your website.

Outstanding content on your website acts like a powerful magnet sucking prospects to your front door step. And once they arrive, they will gradually get sucked into the services that you provide. And with the right call to action, some will pick up the phone and call for a consultation.

Content marketing is a critical component of inbound marketing and building your accounting practice.

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Hugh Duffy, BYF CEO and Co-Founder

Hugh is the consummate marketing coach for accountants and takes pride in the impact that it has on their practice, and lives. Hugh has more than thirty years of marketing experience. Since 2003, he has been teaching accountants on how to improve their marketing and make more money from their accounting practice.