Blogging is about consistency and creating valuable content

Marketing is not a place where most accountants feel comfortable, but we know we need to be doing it.  Content marketing through your website is not difficult or expensive.  You know you should have content on your website that is useful for your audience, and yet it feels like there are other more important things to do than give away free advice.  Do you post on a regular schedule?  Content marketing is not just about a digital newsletter or providing your clients resources.  It’s about sharing what you know they will find valuable.  And it’s for your future clients to learn who you are, how you think and what type of clients you want to be working within your firm.

What do you write?

It isn’t always easy to think of a topic but with a few strategies you can come up with something to get you started.  You need to be writing to your audience, so you need to know who they are first.  Your writing should focus on providing information to them, not about you or your firm.  Think about your best client the one you wish you had more of in your practice.  Then follow these steps until you land on an idea you know you can get excited about sharing with that client.

• What is the first question a new client asks you?
• What was the topic of the last article you shared with a client?
• Tell a story of success from a project you just completed.
• What was the topic of the last article a client shared with you?
• What is your biggest worry you have for your best client’s business?
• Have one of your people write about the last class they attended.
• Tell about a solution that worked well for one of your clients.

Make your own deadline

CPA’s are very used to working under arbitrary but well-known deadlines.  You know the deadline and it always takes about as much time as you are allowed to get the job done.  Your blogging is another regular activity that should be completed on a deadline.  Most bloggers would recommend you write at least once a week, but if you are just getting started frequency would be second to consistency.  So put it on your schedule and meet your deadline just like you would if you promised it to your client.

How do you know who’s reading?

There are a number of tools that you can use to see numbers about your blog traffic like a counter on your site or using Google Analytics to see who is coming and going.  The best way to know your audience is reading is to create interactions.  Does your blog have a “call to action”?  If your readers follow your call to action then you can create engagement.  Your request may be to leave a comment or share the post on social media.  I recommend asking you the reader to join your email list.

Content is king

If you want to have readers, especially actively involved readers, you need to provide good information.  The content you share on your site is what will bring your audience back to you again.  You only have a few seconds to grab their attention so you will need to make sure you share something they already know they need help to solve.  If your readers can rely on your schedule, and they follow your call to action then you will know you have hit the mark.

Now my “Calls to Action” ….

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