How accountancy practices benefit from having a content strategy

Creating content for your practice or consultancy is not only a great way to promote your business, it also serves to establish your credibility and expertise. A well thought-out content strategy gives your marketing efforts substance and purpose.


s an established accountancy practice or financial consultant you know that being able to explain your point-of-difference is key to your customers understanding clearly how you can help them. One of the most effective ways to promote your expertise would be via a content strategy delivered by a social media marketing strategy. In short, write about what you do and who it helps, then put it in front of those same people.

At Prosper we provide comprehensive content consultancy services to accountants and consultants to make sure they’re creating – and promoting – the kind of written materials and visuals that are going to get them noticed for all the right reasons. 

What kind of content do Accountants need to be creating?

We covered a few of the most effective types of content for accountancy firms in our recent blogpost. Essentially, businesses like yours need to be looking beyond your ‘About Us’ page, and towards creating engaging, valuable content in a wide range of formats that will appeal to an entire audience. Many businesses within the financial services sector decide to start by posting regular unique blogs on topics that will interest their customers and draw interest from potential leads. Blogging is a quick, easy way to educate and inspire readers, and it will also provide you with lots of meaty content that can then be shared across all your social media platforms.

Away from blogs, accountancy practices can produce and publish case studies, white papers, e-books, infographics, email newsletters and even videos if they want to explore different approaches and formats. But the idea is, any and all content that has been created will need to fulfil one or more of the following purposes:

·      To inform or educate

·      To communicate the benefits of the service on offer (and therefore demonstrate why it’s so valuable)

·      To market the business

·      To entertain (and add a little personality to the brand)

Why is it important to produce content?

Talk to any marketer, and they’ll tell you that creating and optimising great quality content is one of the most effective ways to promote a business.

Interesting, engaging and factually accurate content will: 

·      Establish your brand as credible

·      Gain more trust from your audience

·      Encourage your readers to consider you as an authority in your field

·      Drive more traffic to your website

·      Increase business leads

A content strategy can keep your output on track

According to the North American Marketing Institute, 75% ofB2B marketers have a content marketing strategy in place – but more than half of these people are not documenting their output and their progress correctly.This means that, while they may be benefiting from their efforts to a point, they’re not necessarily making the most of the tools, techniques and channels that are available to them. If you have a clear blueprint that can be followed by every member of your content creation team – including your writers, designers, marketing managers and even your sales people – you’re more likely to stick to your content creation plan.

A good content strategy will outline:

·      What you’re going to produce

·      When you’re going to produce it

·      Who’s going to produce it

·      What they’ll need in order to produce it

·      Where it’s going to be shared or distributed


If you want to, you can even specify how you’re going to monitor the results from your output. For example, you could ask your marketing department to keep an eye on your Google Analytics data for a spike in traffic after you’ve sent out the link to a meaty blog post via Facebook. Or, you could ask your sales team to track the source of every enquiry to see which pieces of content, if any, are succeeding in driving leads to your business. (We know that’s easier said than done, but trust us, once your sales staff get into the habit of asking where your clients found out about your company, this information can be so valuable!).

It all sounds so overwhelming… so where do you start?

If you think that coming up with and then implementing a content strategy sounds like hard work, you’re not alone! 60% of marketing consultants find it hard to consistently produce content that they believe is benefiting their brand. This could be for any number of reasons, but lack of time and lack of knowledge are often cited as the main factors behind a slow, stale or outright ineffective content strategy. To make sure your content strategy is watertight, and for complete peace of mind that you’re using all the tools and resources that are available to you, we’d recommend investing in a content strategy workshop with one of the dedicated content consultants here at Prosper.

This workshop can take place over the course of a half-day or a full-day. After an initial fact-finding call, your consultant will go away and research some ideas and topics for you to consider that are in line with your business goals. They’ll organise a meeting so that you can meet them face to face, learn more about the benefits of content marketing, and go over their findings and recommendations in more detail. Then, your consultant will put together a three- or six-month content strategy for you and your staff to follow that will boost your visibility, enhance your reputation, and ultimately generate more business for your firm.

And if, after the content strategy workshop, you’re still feeling overwhelmed by the work that needs to be done, you can ask our copywriters to create some or all of the content on your behalf. Learn more about our Leadership Marketing packages, which are driven by on-brand content strategies and SEO techniques tailored to the needs of accountancy practices and other companies within the financial services space. Alternatively, contact Prosper today to arrange your half-day or full-day content strategy workshop.

Ben Stanbury, Director of Prosper, the naming and branding agency for Professional Service firms

Written by Ben Stanbury

April 25, 2022

Ben is a branding and naming consultant. As the owner of Prosper he regularly blogs on the topic of branding, naming and differentiation for professional service firms. Among other things, he likes horror films, mountain biking and collecting vintage movie posters.

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