Today's Technology for Tomorrow's Firm.
Issue link: https://cpapracticeadvisor.epubxp.com/i/160971
By Kristy Short, Ed.D and Gaynor Meilke, MS MARKETING IN PRACTICE How Content Marketing Can Help Your Firm C ontent marketing is today's hot topic. You certainly can't ignore it (not that you want to)—with countless articles on hand that tout the importance of developing useful, timely content to support a strong marketing program. Gone are the days where straight-up traditional marketing was enough. Today, relying solely on outbound initiatives to gain interest and convert prospects to clients (e.g. telemarketing, sales-oriented direct mailers, etc.) is an inefective strategy. In contrast, content marketing is an inbound tactic that can help to increase your frm's online visibility with today's research-obsessed consumers—while also positioning you and your team as credible advisors. And in a world where the Internet is THE research tool of choice, content marketing is the ideal tactic to employ. If you're still not sure about content get jazzed up about writing) and you marketing, don't worry. Read on for an may hit full-on seizure mode. To truly easy-to-understand defnition of congrasp what content marketing means, tent marketing and sound tips on how it's best to think of it as a tactic and to deploy a content-driven strategy for not an action. your practice. If you read nothing else in this article, understand this: Content Content Marketing marketing is a tactic used to generate What It Is and Why You trafc by sharing valuable and fee Need to Embrace It content. By developing content that Content marketing is not exactly an your existing clients and prospects intuitive descriptor. Te main issue is want to read (an important distincthat the word 'marketing' on its own tion), you can increase interest in your can throw accountants into a head frm, create rapport, and build trust, spin. Add the word 'content' (considwhich ultimately leads to new business. ering most accountants don't exactly Content marketing provides another Kristy Short, Ed.D, is president of rwc360, LLC (rwc360.com)—a frm dedicated to providing marketing and public relations services to the accounting profession. She is also a professor of English and marketing. Reach her at kristy.short@cpapracticeadvisor.com or kristy@rwc360.com. Gaynor Meilke, MS, is a professional accounts manager at rwc360. She has more than 15 years of public relations and marketing experience, including expertise within the accounting and fnancial sectors. Reach her at gaynor@rwc360.com. beneft as well: the more quality content you publish, the more 'fndable' you are online—especially if proper atention is given to creating keywordstrong content (keywords are words and phrases that search engines use to index web content). Te main goal of content marketing is to engage your audience and drive them back to you (inbound) for more information. Simply understanding what content marketing means is the frst step to mastering this tactic and building a strong marketing program overall. It's also important to note that content marketing should include both existing clients and prospects. Current clients want to be educated too, and, bonus, this ofers another way to strengthen client relationships and ensure they stick around for the long haul. So, now on to the content itself. Tere are two points to consider here: 1) the type of content and 2) the channels you use to deliver it. When considering the type of content to publish, it's important to understand that your content should be closely related to what you sell. In other words, provide content that educates the reader on your area of expertise. If you specialize in outsourced accounting or CFO services, publish a white paper on the value of outsourcing these services, including cost efectiveness, convenience, and assurance of proper accounting principles. Tis will allow readers to get to know and trust you enough to do business with you, or in the case of existing clients, to expand their business relationship with you. Once you have decided the type of content that your clients and prospects will fnd valuable, it's time to consider the channels you will use to deliver it to them. In other words, where should you publish your content? Te good news is that you have many options. The web has made publishing content easier than ever. Today, you are in control of what is published and where it appears. You can even create your own channels. As such, your content can take many forms—from YouTube how-to videos (e.g., How to Efectively use Online Client Accounting Software) to educational articles published on your website or within a local magazine (e.g. Top Benefits of Outsourcing Payroll for Small Businesses). Other options include writing a regular blog, developing a newsleter that can be sent to clients and prospects, or tweeting and posting useful, timely tips (e.g., reminders for quarterly estimate payments). There are numerous delivery options available to push your content out. Take full advantage of them. Final, Helpful Thoughts… Te key to good content marketing (and pay close atention to this) is that it should not read, sound, or feel like marketing. Te content you develop should always be informative…while very subtly selling your services. Prospects will know who you are because you are the content provider, so no need to get into detail about your frm and your services within the content (save this for an 'About the Author' section at the end). Keep in mind the primary objectives of content marketing: build relationships, create rapport, and gain trust through appropriate and consistent knowledge sharing. The essence of effective content marketing is to ofer something a viewer or reader wants and needs—information! In general, the most powerful content focuses on helping clients and prospects, while quietly promoting your services and expertise. Tis is the type of information that consumers search for online and that will ultimately lead them back to you as a trusted resource. Helpful, wonderful you! September 2013 • www.CPAPracticeAdvisor.com 11