Content marketing for tax accountants
While everyone else thinks it’s winter, accountants know the truth: it’s tax season.
During the next few months, Australians will be rifling through their shoeboxes, getting organised and preparing to lodge their tax returns by 31 October. Not surprisingly, it’s during this peak season that tax-related search queries surge.
All over the country, people will turn to Google for tax assistance, firing question after question at the search engine about the intricacies of bookkeeping and accounting. If you’ve got the answers, now is the time to win some traffic and get eyes on your firm by producing compelling, informative content.
It’s not as easy as publishing heaps of content once a year, however. If you want real results, you need a content marketing strategy tailored to your accounting firm.
Creating a content marketing strategy for your accounting firm
If your accounting firm wants to get involved with content marketing – and you should – begin by mapping out your marketing strategy. Without a strategy in place, it can be difficult to focus your efforts. Content will seem misaligned and there will be no clear focus. After all, bookkeeping and accounting are broad industries.
Before you promote anything, sit down and do some planning. At the very least, your documented strategy should cover:
Why do you want to publish content? What are you hoping to achieve? Thought leadership is a common goal in industries like banking and accounting, which require a great deal of expertise. You may also want to bolster brand awareness or generate leads for your firm.
Who do you want to reach? What does your target audience look like and where do they ‘hang out’ online? Uncovering this information can help you determine what kind of content to produce and where to promote it.
What kind of content do you already have in place? What seems to work and what doesn’t? Can any of this content be repurposed?
How will you amplify your content? This requires taking a look at your website and social media accounts to make sure they’re adequate promotion platforms. If you don’t have a blog or resource centre, for example, now is the time to make one. If these platforms don’t get much traffic or engagement, you should also consider how you can improve them before wasting your time and resources creating content.
Don’t restrict yourself to your own website and ‘safe’ social media networks like Facebook and LinkedIn. Your clients will be on YouTube, Instagram and other forums – make sure you are too.
— Castleford (@castlefordmedia) February 2, 2018
The kind of content you’ll create
A strategy underpinned by SMART goals and persona research can still fail if you produce the wrong kind of content. Planning what content you’ll create is essential, especially if you plan to up your publishing schedule during tax season.
To determine what you should publish, examine your firm’s strengths and unique selling points. You’ll want to base content around these rather than casting a wide net. Equally important is uncovering opportunities to rank in search. While you might think it’s great to publish an article around tax tips for small businesses, a quick search engine analysis could show you otherwise.
Align content with the goals you’ve set. If you want to bring traffic, a blog strategy will be sufficient, whereas you’ll want to publish more useful, high-value content if your primary objective is thought leadership.
Don’t feel boxed in by your niche industry. Smart tax accountants will publish a range of content, enticing their clients with:
- How-to videos and tutorials,
- Media kits,
- LinkedIn content,
- Checklists and other tools,
- Case studies.
— Castleford (@castlefordmedia) May 14, 2018
Content marketing best practices for tax accountants
Our number one tip for tax accountants? Don’t wait until tax season to launch your campaigns. While this may be the optimal time to publish your big pieces, a consistent blog will help you win traffic and boost brand awareness year-round. Plus, it will offer you some great opportunities for repurposing when the time comes to ramp up your efforts.
It’s also important to remember that content marketing should be fun – especially if you want to reach clients on social media. Tax may not be the most entertaining topic, but there’s no reason for content to be stuffy and dry. Adopt a light tone and style and steer clear of jargon. Incorporate trending topics into your content now and again. An article on ‘tax tips for crypto investors’, for example, might earn you some extra eyes this year.
Watch out – scams are about With #TaxTime underway, be on high alert for tax-related #scams, including those about fake tax debts & refunds. For info & tips to protect yourself, go to https://t.co/b4Bqx8jG3u pic.twitter.com/FA2Zi0qpoM
— ato.gov.au (@ato_gov_au) July 11, 2018
Most of all, make it informative and useful. People look for content that answers questions – especially around tax. With everything you create, ask yourself, ‘Am I answering a question or solving a problem?’. If the answer is no, avoid the topic.
For help discovering what clients are asking, sit down with your team and brainstorm the most common questions your clients have. What do you find yourself explaining to clients every day. What do friends ask you at parties when they find out you’re a tax accountant? If they’re curious in real life, chances are they’re looking it up online as well.