By Kristy Short, Ed.D.
Content is reigning champ when it comes to promoting, marketing, and building a brand. There’s no denying it.
Why? Because it’s the best way to get the word out about who you are, who you serve, and why you’re the best in the biz. It’s also how you boost brand awareness and ensure a stellar brand presence.
To keep your clients and prospects engaged and coming back to your website and social channels, they need something to come back to. They need content they value: tips and tricks to build a successful business (marketing hacks, entity selection tips, leadership best practices), insights on industry trends, and even the fun stuff (quizzes, lifestyle articles).
It all adds up to making your voice heard—even above all the noise out there in the land of digital.
Content does so much more than you think
Content is more than a social channel filler, and it includes more than emails and random newsletters. Its purposes (yes, more than one) are distinct:
- It educates: Offering information-driven content not only helps educate your client and prospect base, it also positions you as the thought leader. The go-to resource for all things accounting and advisory.
- It connects: Content brings people together. When you create articles, blogs or social posts that offer insightful information and helpful guidance (tips on cash flow management or tax updates), it brings people closer to you. You create a connection built on trust and loyalty.
- It humanizes: Accountants aren’t all about numbers. You’re living, breathing humans who not only know your business but also know how to have fun. When you offer lighter-side content like articles on how to capture childhood memories, tips on staycation fun, or the best summer ice cream recipe, it allows clients and prospects to see your personal side. It humanizes you. People love that.
In a recent poll administered by Aliign Creative, of the nearly 50 firms who responded, 95% of firm leaders said that their clients prefer and ask for the “lighter-side” content.
It differentiates: When you push out high-caliber content, your firm will stand out from the crowd. A newsstand-quality client magazine, helpful guides, blogs and social tiles will set you apart and make you look like a million bucks! And you don’t have to write any of it yourself. I mean, who really has time for that? Turnkey content subscription services for the accounting profession exist.
Make your voice heard! It’s time to get on the content train and ride your firm all the way to #1 Town!
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Kristy Short, EdD is an author and the owner of TYPE5 Content. She has been serving the accounting profession for more than 25 years as a content strategist and creator, coach, thought leader, and author. Kristy has supported hundreds of firms, influencers, and tech vendors in developing business books, white papers, articles, blogs, and other marketing materials that support highly effective communications programs. She recently published her own book: CIVIL WARRIOR: The raw, gritty truth about anxiety, depression, and workplace burnout. True to Kristy’s style, her writing is focused on helping those within the profession via storytelling that is honest, unfiltered, and unapologetic. CIVIL WARRIOR is available on several online platforms including: Amazon and Barnes & Noble. Contact Kristy at Kristy@aliigncreative.com.
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Tags: Firm Management
