Prosper Agency
August 23, 2017

How to develop an effective web content strategy for your accountancy practice

Everyone knows that content is king – but this is especially true when it comes to promoting your accountancy business online.

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veryone knows that content is king – but this is especially true when it comes to promoting your accountancy business online. Web content allows you to share important information with an audience that’s hungry for both your opinion and your expertise. Media that is produced and delivered in the right way will simultaneously improve your brand presence, boost your website traffic and ultimately generate more sales for your company. But if you’re entirely new to content marketing, where on earth do you start? 

Getting the basics right: what you need to achieve with your content marketing plan


Your content can be used to show off your professional capabilities. Use it to cover hot topics, explore new trends, and using your specialist experience to answer the kinds of burning questions that your clients and your peers are seeking the answers to.

Your content needs to be written or produced in such a way that it connects with the people who are going to be consuming it. It needs to deliver a clear message, but also have a distinctive ‘voice’ that ties in with your overarching brand values.

You should also think of your content marketing strategy as something of a brand awareness exercise. The more great content you send out into the ether, the wider your business’ profile will become, and the more likely you are to reach individuals or companies who are actively searching for your services. Plus, once you’ve gained the trust of your readers and become a familiar name to them, they will be more likely to turn to you for support in their time of need instead of your competitors.

Choosing from different types of content


There are so many ways to communicate on the web. The content mix you choose will depend on a) the message you want to deliver, and b) the resources you have to hand.

Start by incorporating text-based content into your strategy, such as:
Web landing pages
Blogs
Ebooks
Guides
Whitepapers
Press releases
Brochures
Case studies

Once you’ve got to grips with the basics, you may want to explore graphics-led content, which can include:
Videos
E-shots
Infographics

And don’t forget other content that can add even more value to your clients’ experience, like:
Social posts
Webinars
Podcasts
Online training sessions
Live talks and presentations

As well as experimenting with different channels, you also need to deliver the right blend of informative content. Offer tips and advice that will benefit your readers, but balance this with promotional content that introduces users to your company, your values, and the various products and services you can offer them.

The 5 steps to success


So we’ve talked about why your content marketing plan is vital to the success of your accountancy business, and we’ve looked at the different ways you can use content within your wider marketing mix. But how do you put together a winning strategy?

Follow the five steps below, and before you know it, you’ll be running an impactful content campaign that will make your audience sit up and take notice of your brand.

1) Understand what your readers want from you


You may think you already know what your readers expect from you, but a little research into their pain points will help you create content that is of maximum value to them.

For example, if your current clients are a little confused by the way in which tax is changing, put together a guide or explainer video that lets them know what to expect from the new digital tax system.
The key here is to always put yourself in your reader’s shoes. Write for them, not for you!

2) Ask your team for their input


Take the pressure off by asking other employees to contribute their ideas to your strategy. Everyone within your firm will have different strengths, so it makes sense to explore their varying perspectives and showcase their unique talents.

3) Create a content calendar


Once you have a list of definitive ideas and topics, plan out your content deliverables for the 12 months ahead. Write down which pieces of content need to be created and when, and make a note of any resources that will help the writer, designer, speaker or marketer deliver something spectacular.

Developing a content calendar is a great way to ensure that your media ties in with annual events, too, such as Christmas, Easter and the summer holidays.

4) Delegate writing duties to different members of staff


Where possible, split content creation responsibilities between different team members. This approach will ensure that no one person becomes overwhelmed and that every employee has a chance to contribute.

5) Make someone accountable for managing your content requirements


Assign one person with the task of making sure that all of your content is created in line with the requirements outlined in the content calendar. This will keep your plan on track as the year progresses.

Once you’ve mastered the principles of content marketing, you’ll quickly find that your strategy takes on a life of its own. The more content you produce, the more confident you’ll feel communicating with your target demographic.

And by analysing your website’s data and keeping an eye on your social stats, you’ll soon learn which pieces are generating the most interest from your readers. You can then use this information to inform your future content marketing plan.

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