e’ve all laboured over it.. the dreaded ‘About Us’ page… trying to explain why you’re different, what sets you apart, why you’re the right choice… writing about yourself or your own firm isn’t always easy, and even when you hand it over to a copywriter, maybe they’re just not hitting the nail on the head… While the ‘About Us’ page has always been an important aspect of any Accountancy Practice website, readers want more proof - regular proof - that you’re more than just what you say you are… time then for some content marketing!
So when we talk about content, we’re not discussing the existing written copy, or the images on your website, rather we’re discussing the regular blog posts, resources and case studies that engage and educate your audience, the same content that you will push out on your social media feeds. It’s the stuff that demonstrates your industry knowledge and engages your audience. In other words it’s the quality created content you put out on your social media feeds, the stuff with substance (not just a picture of a cat and the caption ‘Yay! It’s Friday!’)
So, what sort of content would your customers find useful (i.e. helpful. educational, or engaging)?
Lets look at the common content types below:
Blogging is the most common, and perhaps easiest and quickest way for you to demonstrate your expertise to your audience. Blogs should be engaging and digestible for your audience at around 1000 words and should include cross links to your other blogs and case studies, allowing your audience to explore other pages within your website. Writing regular blog posts will provide you with content to share on your social media platforms and will improve your search engine rankings.
Think of your Case Studies as written examples of how you have helped clients in the past that have similar personas to the customers you are targeting. Explain to your readers how you helped a client overcome a specific problem, what you did for them and what the outcome was. Perhaps you helped save the owner of a large manufacturing business considerable fees in corporation tax? Or, you advised a couple on various ways to reduce their inheritance.
An E-Book can be a downloadable PDF that offers readers a short guide or advice on a specific topic. For example ‘The Small Business Owners Guide to Making Tax Digital’. Ebooks are an excellent way to build credibility with your audience and can be used as a lead generation technique to gather customer information such as email addresses on a landing page.
Sending regular email newsletters to people who subscribe is a great way of keeping prospects updated with your recent blog articles, insight and news about your company. As with your blog posts, provide links to other blogs and case studies within your newsletters. Make sure the content is helpful and interesting, and you don’t over-sell or over-promote. Sending email newsletters from a service such as Mail Chimp once a month will allow you to track and understand your readership.
Videos are the most engaging form of content, and You Tube has become the worlds second largest search engine behind Google. Sharing video content on your social media channels is a great way to drive engagement and also acts to put a human face to your business. Video gains far more engagement than text or images alone, and can be a great medium for you to explain common industry jargon or pertinent information to your clients.
Notes on keeping your content consistent and ‘on brand’
Any ebooks, newsletters or videos you produce should be ‘on-brand’, that is they should feature your brand colours and typography wherever possible, and be written (or recorded) using your brand tone-of-voice. This will ultimately help you maintain a visually consistent social media presence when you share your content on your social channels, (or better still when your customers share your content on their social media channels). Also try to be consistent with your social posting frequency. Consider when your audience is most active, post content a sensible times, and try to stagger your content across a period of time.
Once you start producing content that your customers find useful and want to read, not only will you demonstrate how your practice is different, they will understand why you’re different.
Written by Ben Stanbury