Shareable content is more than just a buzzword; it’s a great way for accountants to draw in new clients, foster trust, and position themselves as industry leaders. In the fast-paced digital world, where attention spans are shorter than ever, creating shareable content for accountants that informs, inspires, engages, and compels people to share is essential.
Getting attention is crucial in a world of marketing messages. It’s the perfect way to stand out, build trust, and attract loyal clients. A recent study revealed that 78% of businesses in the UK utilise social media to enhance brand awareness. By crafting content people can’t resist sharing, you’re turning your audience into your brand advocates at no cost.
Benefits of shareable content for accountants
Content marketing is gaining popularity for a great reason. Let’s explore some of the fantastic benefits it brings to accountants.
Lead generation for accountants
Creating shareable content for accountants is vital to attracting potential clients. You establish yourself as a trusted thought leader by sharing valuable insights into tax regulations, best bookkeeping practices, and industry trends. This will naturally draw in potential clients and businesses looking for solutions to their financial and accounting needs.
Building trust
Creating easy-to-understand and shareable content for accountants is crucial for building trust among the target audience. People search for basic accounting concepts to gain an overall understanding, so sharing well-researched and clear information can show your expertise and commitment to openness. It helps build credibility and a sense of trust and reliability with clients, positioning you as a trusted accounting advisor in their financial journey.
Driving traffic and backlinks
One effective strategy to create shareable content for accountants involves focusing on driving organic traffic to your website. By crafting a blog post that discusses, for example, a recent tax change and sharing it across various platforms such as social media and other websites, you can expand your reach and connect with a larger audience. This approach can elevate the visibility of your firm’s specialised knowledge and draw in new visitors to your site.
Additionally, if other websites find your content valuable, they may choose to link back to your site. This enhances your website’s search engine ranking and drives more organic traffic to your site. As a result, your website gains increased credibility and visibility, ultimately leading to more potential clients discovering your services.
Types of shareable content for accountants
1. Case studies
Did you know that 53% of B2B marketers believe case studies are the most effective content format? Case studies are incredibly impactful marketing assets that provide detailed insights into how your customers have successfully utilised your products or services.
Case studies effectively demonstrate the tangible value and impact of your offerings by showcasing real-world challenges, the solutions implemented, and the resulting outcomes. They play a crucial role in building trust and credibility with potential customers by providing social proof and third-party validation of your company’s capabilities.
2. Blog posts
Did you know that 85% of blog traffic comes from organic search? As you craft content for your marketing strategy, focusing on highly relevant topics for your target audience is crucial.
Consider delving into subjects such as the latest tax changes affecting small businesses, providing in-depth budgeting tips for small businesses, and highlighting common accounting mistakes entrepreneurs should avoid. It is also essential to ensure your posts are short yet filled with helpful and actionable insights.
3. Infographics
Infographics are creative ways to present complex information in a visually appealing way that can be easily shared on social media. They can simplify subjects like confusing tax codes and explain the benefits of cloud accounting in a way that’s easy to understand and attractive to a broad audience.
4. Ebooks
Ebooks offer in-depth resources on specific accounting topics, such as managing payroll, tax implications, and compliance requirements. They also provide detailed guidance on choosing the right accounting software based on business size, industry, and specific needs. Creating informative ebooks can attract potential clients by offering them valuable insights in exchange for their contact information.
5. Checklists
Creating checklists is an effective way to simplify and streamline accounting activities. Detailed checklists for essential tasks such as year-end tax preparation, bookkeeping best practices, and selecting the right accountant can ensure that all necessary steps are completed accurately and efficiently. Checklists provide a straightforward, systematic approach to these essential accounting processes, helping to minimise errors and ensure compliance with regulations.
6. Webinars
Hosting complimentary webinars to discuss current trends in the accounting industry can demonstrate your knowledge and engage prospective clients in real-time. You can capture these webinars for future reference and share them on your website or YouTube channel to provide convenient on-demand access.
7. Videos
Did you know 89% of consumers look forward to seeing more brand videos in 2024? As people increasingly consume video content, creating explainer videos that delve into crucial accounting concepts can provide valuable insights for your audience. Leveraging this trend can help you reach and engage with a broader audience.
Feature client testimonials in video format can help build trust and credibility. By leveraging video content in these ways, you can effectively engage with your audience and differentiate your firm in the competitive accounting industry.
Ways for accountants to create shareable content
Did you know that only 66% of B2B marketers often prioritise their audience’s needs over their sales message when creating content? To create shareable content for accountants, it’s essential to consider not only the quality of the material but also how shareable it is. To achieve maximum shareability, consider the following key strategies:
1. Simplify the complex
It’s important to remember that not everyone in your audience may have the same knowledge about the subject. Therefore, explaining technical concepts clearly and efficiently ensures everyone can follow along and enhances your expert position.
Using real-life examples and relatable analogies can help the target audience understand complex ideas more easily. Additionally, it’s important to avoid using unnecessary jargon that could isolate or confuse readers.
2. Visually appealing
Adding visually appealing elements to your content can make it more shareable. Eye-catching graphics, infographics, and videos can make your content more compelling and share-worthy. When people encounter visually appealing content, they are likelier to click on it and share it with others.
3. Mobile-first approach
Considering that most web traffic in the United Kingdom originates from mobile devices, it is imperative to prioritise optimising your content to guarantee a seamless display across all devices.
Whether viewed on a smartphone, desktop, or tablet, your content should be meticulously designed to adapt and present itself flawlessly, thus providing users with an optimal experience. Therefore, you can engage the target audience by adopting a mobile-first approach.
Leveraging social media marketing for accounting firms
When your content is ready to be shared, use social media to get it seen by your target audience. Here’s how to ensure your content gets noticed on the platforms where your audience spends time.
1. Target the right platform
Target the social media platforms where your customers are most active. Utilising various platforms for distinct objectives in social media marketing can yield remarkable results. For accountants in the UK, this means focusing on LinkedIn and Facebook groups dedicated to accounting professionals and small businesses.
2. LinkedIn for accountants
LinkedIn allows accounting firms to connect with potential clients and foster meaningful relationships. By leveraging your company page, you can share content such as thought leadership blog posts, visually engaging infographics, accounting news, the latest accounting and tax updates, and informative webinars.
Engaging in relevant accounting groups can help spark meaningful discussions and establish your firm as a knowledgeable industry leader.
Try using targeted hashtags strategically to extend the reach of your content. This can help your posts connect with a broader audience and boost engagement. For accounting firms, staying active and interacting with the LinkedIn community is a fantastic way to showcase their expertise and build meaningful connections.
3. Facebook for accountants
Facebook offers a chance to reach people looking for accounting services. You can use Facebook to share short, exciting videos, helpful money tips, and stories of happy clients. It can facilitate the development of a robust online presence and foster effective connections with your target audience.
4. YouTube for accountants
YouTube provides a distinct platform for accounting firms to engage with prospective clients and exhibit their proficiency. Accountants can furnish valuable insights, establish credibility, and draw in new clientele by developing compelling video content, such as tutorials, explanatory videos, and client testimonials.
Moreover, YouTube’s search engine capabilities allow firms to rank for relevant keywords, increasing their visibility to potential clients seeking accounting services.
Impact of shareable content for accountants
Monitoring key performance indicators (KPIs) is vital for accurately evaluating the effectiveness of content marketing strategies employed by accounting firms. These metrics provide valuable insights into your content’s performance so that you can make correct decisions and optimise your strategy.
Key metrics to track:
1. Google Analytics
- Website traffic: This metric provides insight into the number of individuals visiting your website.
- Page views: This metric reveals which pages on your website receive the highest number of views.
- Time on site: This metric indicates the average duration visitors spend on your site, giving you an idea of how engaging your content is.
2. Social media analytics
- Shares: This refers to the number of times your content has been shared on various social media platforms, indicating your posts’ level of virality and reach.
- Likes and comments: These metrics provide insights into how well your content connects with your audience, showcasing their level of engagement and interest.
- Clicks: This metric shows how many people visit your website after checking your social media posts. It highlights how compelling your call-to-action and content are in engaging your audience.
3. Engagement rate
- Calculation: This is computed by dividing the total number of interactions (likes, shares, comments) by the number of followers.
- Significance: A high engagement rate implies your content is highly relevant, captivating, and valuable to your audience. It drives meaningful interactions and leads to increased brand visibility and loyalty.
Understanding the metrics
Grasping the significance of these metrics is critical to successfully elevating your shareable content marketing strategy. Observing these metrics will unlock essential information to help you make correct decisions and enhance your shareable content strategy tailored specifically for accounting firms. Here’s why these metrics matter:
1. Identifying top-performing content
Monitoring metrics such as engagement, shares, and page views allows you to identify the types of content that resonate most with your audience.
This insight lets you focus on creating more content that generates the most interest and engagement.
2. Measuring ROI
Tracking metrics related to conversions, leads, and sales attributed to your content efforts helps you measure your content marketing activities’ return on investment (ROI).
This data is essential to demonstrate the effectiveness of your content and justify the resources allocated to your marketing efforts.
3. Optimising your strategy
Analysing these metrics provides actionable data to refine your content strategy. When you tune into what truly resonates with your audience, you’re empowered to make thoughtful, data-driven choices that will lead to even more engaging content in the future.
This continual optimisation is essential for staying relevant and competitive in the ever-evolving digital landscape.
By regularly tracking and analysing these key metrics, you can better understand your content’s impact and make strategic decisions to improve your marketing results.
Conclusion
Creating shareable content for accountants might seem complicated, but the benefits are worth it. By offering helpful information, building trust, and directing people to your website, you can attract your target customers and establish your business as a pioneer thought leader in accounting.
Always start small and gradually increase your content output. Explore various formats and topics to discover what truly connects with your audience. With consistent content marketing effort, you’ll be well on your way to becoming a content marketing powerhouse in the UK accounting scene.
Are you still trying to figure out how to create shareable content for your accounting firm? We recommend reaching out to a professional marketing firm that can team up with you to help achieve your marketing goals and boost your lead generation. Schedule a free consultation with us to learn how we help accountants to reach their business goals.
