7 Tips to Help Uncover Hidden Blog Content in Your CPA Firm
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If you’re just starting your blogging journey, or want to supplement your existing blogging strategy, this helpful presentation will surprise you with the many places content can be found.
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7 Tips to Help Uncover Hidden Blog Content in Your CPA Firm
- 1. 7 Tips to Help Uncover Hidden Blog Content in Your CPA Firm By: Anna Marie Murphy
- 2. 2 AGENDA • Introduction • Blogging Philosophy • Are CPA Firms Blogging? • Seven Tips • Summary
- 3. 3 BLOGGING PHILOSOPHY • Value-add for clients and prospects Answer the questions that your clients and prospects are asking Advise them on personal and business matters they may not yet know or be thinking about Build stronger relationships (for clients and non-clients) Helping not selling
- 4. 4 BLOGGING PHILOSOPHY • Drive revenue through your online efforts Drive traffic to your website Convert traffic into leads Establish authority Gives your firm insight into popular topics
- 6. 6 2016 CPA WEBSITE AUDIT Are CPA Firms Blogging? • Benchmark of the use of various elements in design and development of websites, web traffic, engagement and social media • Top 133 CPA firms – Accounting Today
- 7. 7 TIP #1 Internal Training Documents • Informative emails by employees to professional staff Regulations, industry updates, best practices, helpful checklists • Polish these messages and share in a blog article Sample internal email sent at our firm:
- 8. 8 TIP #2 Client Q&A • Questions from clients – business or personal needs • Other people are probably wondering too • Revise and share those Q&As in a helpful blog
- 9. 9 TIP #2 Client Q&A Bonus search tip: Want to see what types of questions people are typing into Google on a specific topic? You can utilize Answer the Public (www.answerthepublic.com) – which helps you find the actual questions and searches that people are typing into search boxes.
- 10. 10 TIP #3 Firm Presentations and PowerPoints • Internal/external presentations CPE New business presentations Associations/Conferences • Share PPT or transition into blogs or premium content • Post PPT to SlideShare
- 11. 11 TIP #3 Firm Presentations and PowerPoints Bonus lead generation tip: With SlideShare, you can also set up lead forms so that people who want access to your full presentation are required to provide you with their contact information.
- 12. 12 TIP #4 Webinar Videos • Webinars – recorded video and audio can be downloaded • Post the video on YouTube, Vimeo or Wistia • Link to video on your blog
- 13. 13 TIP #4 Webinar Videos Bonus lead generation tip: You can “gate” the video on your website by utilizing a landing page, contact form and requiring lead information before allowing access to the full webinar.
- 15. 15 TIP #5 • Leverage your PR! • Full articles or mentions/quotes • Write a quick intro, highlight that person’s expertise and link to the full article Drafted Articles or Mentions in Media
- 16. 16 TIP #6 Vendor, Association or Alliance Member Content • Is your firm a member of an association or alliance? • Do you use a vendor to service your clients? • Leverage their thought leadership • If you’re unsure, reach out and ask
- 17. 17 TIP #7 News Articles – Curate and Provide Links • Provide pertinent, trending and timely information from local and national news resources • Write a quick intro and link to the full article
- 18. 18 BONUS TIP #8 Original Content • Supplement with original content from your professional staff • Provide value to your clients and contacts • Sharpen your employees’ writing • Keep staff current on industry and client hot topics • Pump your website full of valuable, searchable content
- 19. 19 BONUS TIP #8 Original Content Bonus tip: Click here to read a blog on these and other reasons why your CPA firm should be blogging.
- 20. 20 SUMMARY Content Options • Adding value and building relationships is essential • It doesn’t have to be scary – a lot of the hard work has already been done! • CPA ContentPlus – Skoda Minotti’s content library with hundreds of articles available for your firm. New content added every month. • Premium content and custom development options are also available
- 21. CONTACT ME Anna Marie Murphy Account Executive, Manager Strategic Marketing Services (440) 449-6800 x7223 amurphy@skodaminotti.com skodaminottimarketing.com Cleveland | Akron | Tampa
Notas del editor
- If your firm is anything like ours, there are informative emails sent by employees to the professional staff about new regulations and industry updates; best practices we should use during engagements; and helpful checklists to keep handy during client conversations. Spend just a few more minutes to polish that information and make relevant tips available in a helpful article on your blog.
- Firms are definitely getting on-board with blogging. In 2015 65% of firms had a blog. In 2016 86% did. If the firm had a blog, in 2015 42% were blogging at least 2x per month. In 2016 71% of firms with blogs were blogging at least 2x per month. Most CPA firms understand that they need to blog and provide continual thought leadership to their clients and contacts. Yet the issue is typically finding ways to implement processes, procedures and a culture of blogging at your firm so that it’s a sustainable practice for both the professional staff and your marketing team. Webinar on this audit next week through the Association of Accounting Marketing if you’d like to hear the full overview of information
- If your firm is anything like ours, there are informative emails sent by employees to the professional staff about new regulations and industry updates; best practices we should use during engagements; and helpful checklists to keep handy during client conversations. Spend just a few more minutes to polish that information and make relevant tips available in a helpful article on your blog.
- Your clients have probably asked you countless questions about their personal or business needs. That’s what you’re there for, right? Chances are, if one of your clients is asking that question, other people out there are curious about it, too. After removing any classified or personal information, share the answer with others by making it available on your blog.
- Chances are, you’ve put a lot of time and energy into internal and external presentations. Get some more use out of them by posting the PowerPoint on SlideShare, the world’s largest community for sharing presentations and other professional content. Write a quick introduction to the presentation, and link it to the full SlideShare presentation.
- Chances are, you’ve put a lot of time and energy into internal and external presentations. Get some more use out of them by posting the PowerPoint on SlideShare, the world’s largest community for sharing presentations and other professional content. Write a quick introduction to the presentation, and link it to the full SlideShare presentation.
- Leverage your PR! If someone in your firm has drafted full articles for the media or has been mentioned or quoted as an expert in an article, you should definitely let people know about it. Write up a quick intro paragraph to the article, include some information about that person’s expertise in the area and why their opinions matter, then link to the full article.
- Is your firm a member of an association or alliance? Do you use a vendor to service your clients? Often times, these organizations provide great thought leadership content intended to be shared among member companies’ contacts. If you’re unsure about this, reach out and ask the question. It never hurts to ask!
- This is a great ongoing way to provide pertinent, trending and timely information with your contacts. See what’s posted in local and national news articles, newspapers or e-newsletters/e-blasts. Write a quick summary paragraph with your thoughts on the matter, then link to the full article.
- Ultimately, you will likely have to (and should) supplement your blog with original content from your professional staff. This will help to provide value to your clients and contacts, sharpen your employees’ writing, keep staff current on industry and client hot topics, and pump your website full of valuable, searchable content. Example: A client using only repurposed alliance content – have seen over a 50% year-over-year increase in search traffic and increase in online leads. But their most popular blog is an original piece of content. Another example: REC survey – a topic and very unique piece of content.
- Ultimately, you will likely have to (and should) supplement your blog with original content from your professional staff. This will help to provide value to your clients and contacts, sharpen your employees’ writing, keep staff current on industry and client hot topics, and pump your website full of valuable, searchable content.
- Introduce CPA ContentPlus