Content marketing has been a buzzword of digital marketing for a handful of years now, and rightfully so. First off, it’s one of the best ways to grow a firm and generate high quality leads. Because of this, millions of companies are utilizing content marketing — including accounting firms. The problem is, simply participating in content marketing doesn’t guarantee ROI for your efforts. Just ask the thousands of firms who are creating content, but getting no real value in the end.
Content marketing isn’t just blogging. Unfortunately, many accounting firms believe that simply by writing a weekly blog post, the high-quality leads will just start pouring in.
Unfortunately, it doesn’t work that way.
Blogging, in actuality, should only make up 40-60% of your content marketing strategy. Content marketing, at its core, is a multi-faceted approach that offers something of value to your audience. Monthly or weekly blog posts just won’t cut it. That’s not a flaw in content marketing; it’s a misunderstanding of its purpose.
So, where to go from here? How do you jump start your content marketing to get it back on track? Read on. We have compiled a list to help get your accounting firm’s content marketing strategy where it needs to be, generating leads and delivering ROI.
Top 10 Ways to Maximize Your Content Marketing Strategy
- Commit to a long-term content marketing plan. Nine months should be your absolute minimum, but we highly recommend at least 18 months. This is where you will really start seeing your impact. For example, our accounting clients start to see massive growth in visibility beginning at nine months, and by 12 months, most have seen at least a 200% increase in visibility.
- Aim for a minimum of 2,000 words of content per month. When mapping out your strategy, plan to create at least 2,000 words of content each month. Anything less is not enough indexable content to result in actual movement or better visibility.
- Invest in interactive content. Interactive content, such as infographics, contests, quizzes, calculators, and assessments are great for driving engagement, and can be quite useful for accounting firms. Check out this calculator created by Kaufman Rossin that allows foreign owned companies to compare US tax rates. Other digital marketers agree, according to research completed by the Content Marketing Institute, the number one reason marketers use interactive content is for increased engagement.
- Create a web of content. Be sure to use at least 4-6 internal links in each piece of content. These links should guide readers from your content to other important features of your site, such as your cornerstone assets (covered below), services pages, product pages, about us, and other gated content.
- Diversify your Channels. Don’t just count on your own owned media. Your accounting firm should target 1-2 guest posts each quarter to help drive additional traffic to and leads.
- Incorporate gated content appropriately. Gated content, as defined by Tech Target, is online content that requires users to fill out a form before they can access them. This kind of content usually includes case-studies, lectures, long-form articles, and white papers. You should incorporate a gate to this kind of content when your prospect is ready to have a conversation about your services or products. Just be sure your gated content actually holds valuable information. If they do, and if used appropriately, gated content can be useful for converting prospects.
- Identify, and create, cornerstone assets. Cornerstone assets are your BIG pieces of content. They are a comprehensive resource, usually in the form of an ebook, guide, presentation, or whitepaper. This piece of content is vitally important, because it will inform all the content that comes after it. You can repurpose your cornerstone asset, incorporating its research and data into smaller pieces of content throughout the year. Our positioning guide for accounting firms is a great example of this.
- Prioritize SEO. And by prioritize, we mean do SEO properly. Invest the time to research current trends and best practices. Utilize proper title tags, H1 tags, LSI keywords, as well as internal and external linking. All of these small elements add up to have a big impact your ranking. Your content based SEO strategy should be a major driver for most of your traffic.
- Create quarterly themes. If you’re finding it difficult to come up with content ideas, picking a quarterly theme. This will help you stick to a topic and gain traction, rather than jumping all over the place.
- Format your content properly. The online reader reads differently than someone who is reading a book or newspaper. You want to make sure that your content is formatted to fit. That means no more endless paragraphs of text — use headlines, bolding, and lists to separate ideas and emphasize points. Leverage whitespace as much as possible! Your reader should be able to skim the page and hit its main points.
The Importance of a Content Marketing Strategy
Digital marketing is the way of the future, and many firms are already participating. What that means is there’s just too much noise in the blog-o-sphere. Blogging is easy to start, which is why so many firms are doing it. If you want to stand apart from all the other accounting firms, and if you want your content marketing to actually add value, you must evolve from just blogging and implement a strategy, starting with the steps above.
This means your firm needs to support an ecosphere of content marketing. You should be prepared to invest time and resources to develop, and execute, a long-term, actionable content marketing strategy. You should hustle to create memorable, engaging content, and share it on a consistent basis.
This may sound like like a lot of work, but it’s worth it. Start by implement the tips above and nailing down a solid strategy. However, if you find your content marketing has stalled out, and you want some help, we can assist you with::
- Creating a 12-month, multi-faceted content marketing strategy
- Improving your firm’s visibility within targeted industries
- Optimizing the content your firm needs to be creating
- Increasing inbound leads and opportunities
If you’d like a content marketing boost from the experts, check out our free digital marketing assessment and we can help get your contenting marketing back on the road and generating high-quality leads.