Recently, we served as the subject matter experts on a virtual networking call with the national Association for Accounting Marketing.
We picked up some tips and trends for accounting firm marketing to share with you. Here they are in no particular order:
Use content marketing scheduling tools.
Many of the accounting marketers discussed their approach to scheduling content and making sure they have a plan each month, especially when last-minute content is added.
Tools mentioned included a separate calendar in Outlook to coordinate their team and to plot in content deadlines. Others use project workflow tools such as Monday.com and Airtable.
For some marketers, it helps to create a theme for the month or quarter, tied to your marketing keywords or to the firm’s business goals. Then address the types of content you will create and how often each month.
How many blog posts is the right amount per month? We advised that frequency of any content is less important than the quality of content and your firm’s marketing goals. You will learn how frequently you should post and promote new content by what your analytics are telling you through the year. Let that data inform how you schedule content for the coming year.
Plus, it’s ok to repeat content for people who may have missed it the first time!
Make content creation competitive or required.
Marketers still struggle with the age-old challenge of getting their practice leaders or technical experts to help them develop new content, let alone write it, create a video or participate in a podcast.
The Association for Accounting Marketing members had some great answers for that issue. One idea is to make it a competition and instill the fear of missing out (FOMO) among different practice groups. Another is to request content from directors or managers rather than busy partners, those in your firm who are eager to establish their own reputations and books of business.
A final idea is to have content creation required. Top leadership can direct this activity as part of the firm culture. If each leader contributed an idea or article a month, marketing would be a whole lot easier.
Repurpose. Repurpose. Repurpose.
Once accounting marketers get ideas and/or content from the subject matter experts, they all agreed that their job is to use that content in as many ways as possible. A blog post can become a speaking topic or magazine pitch. A video script can become a blog post. A longer video can be mined for micro-video clips to share on social media, and the audio portion can become a podcast.
When practice group leaders realize that one small effort can produce massive visibility for their team, they may be more willing to offer ideas and keep the party going.
Be mindful of the experts’ preferences because some of them are better at writing while others have a great personality for video and presentations. Play to their strengths, and they will gain confidence.
Hire a business ghostwriter.
It was interesting to learn that most mid-sized accounting firms have a ghostwriter on call to help them produce the volume of content they need each month. It makes sense from a capacity standpoint, but also for the ease of interviewing subject matter experts.
The accounting marketers said that you need a professional to draw out the ideas and key points from the practice group. Your technical experts have the knowledge, but an experienced ghostwriter is focused on the marketing angle and your audience.
The Association for Accounting Marketing is the principal organization for accounting firm marketing in the U.S., and their annual conference is anticipated and actively attended. It was a privilege to participate in their “campfire” conversation about content marketing for accounting firms.
Your content marketing approach can benefit by taking time to network with other marketing leaders. At the very least, you can learn what other marketers are doing to solve common challenges, such as getting your practice leaders to create content!
Take time for networking opportunities, and let us know if you have any questions about content marketing or ghostwriting services.