Accounting and Content Marketing Firms

content marketing

It is becoming increasingly difficult to gain notoriety and stay visible on the Internet. The amount of information that is produced there every day (nearly 92 million articles monthly, just for blogs!) is no stranger to that. This difficulty in appearing prominently on search engine results pages leads to greater use of paid referencing, leading to an increase in the cost per click, competition for keywords then drives up prices.

Now, The prospect makes 57% of the purchase decision before the first contact connected to the company through the research he himself carried out. It is therefore necessary to be able to respond to the questions and expectations of potential clients even before they are presented to the law firm.

let’s add that the growing irritation that traditional advertising causes among Internet users through too much advertising. In this context, it becomes essential to find a way to reduce your SEO costs without hindering the development of your notoriety, to make yourself visible without being intrusive and without giving the appearance of advertising. Content strategy responds to these imperatives.

What is content marketing?

It is a marketing practice aimed at developing a company’s reputation by providing useful information to the target audience to generate leads. Publications can be made on all types of media (website, social networks, blog…) and in different forms (articles, white papers, videos, podcasts…).

Content strategy is part of a larger marketing strategy called inbound marketing. Content is produced with the aim of attracting visitors to the firm’s website or its other media. For this it is necessary to create elements with high added value. These are intended to appeal to Internet users who have researched this topic. It is therefore imperative to clearly state your objective in order to reach your audience.

The next step is to implement different means to collect their coordinates. These include contact forms, the option to download even higher quality content after certain information has been transmitted, the automatic callback offer.

This is where the landing page or landing page comes into play. Internet users are redirected to this page of the law firm’s website by search engines, social networks, blogs, etc. It is intended to facilitate the collection of contact data and conversion into interested parties (to find out more). Then it is important to keep in touch with them so that they become customers: telephone calls, written messages, e-mails.

It is ensured that the initial inquiry comes from the visitor and not from the address of the law firm, which is perceived as intrusive.

In the case of textual content, the address is optimized through the use of certain keywords in order to improve the referencing of the website or the communication medium in question. Particular attention must be paid to the content (the interest of the article) and the form (both the aesthetic aspect for the reader and the way the keywords are used for the search engines).

accounting firms and content marketing

Accountants are still relatively unaware of the importance of offering content on their communication channels. Only about 15% of the accounting professionals who consult us engage in content production right away, says Rudy Brovelli, Founder and Head of the Accounting Agency.

Only a few companies therefore distribute content that is accessible online. However, the majority of them do not produce it in-house but use specialized service providers who have captured most of this market.

This undifferentiated practice leads to a uniformity of the information offered and does not allow the company to fully exploit this strategy, either in terms of prospecting or in terms of Internet referencing. In fact, search engines don’t appreciate this way of working.

It is important to produce content yourself so that it is original or to be accompanied by professionals in the discipline to create your communication plan. On the one hand, the company knows better the typology of its clientele and the type of prospects it wants to attract. He can then tailor the messages to the identified targets. Then it’s a way to show your skills. Through the content produced, he can share his experience or that of his partners, deal with relevant issues in view of the missions carried out… A collaboration between the communications agency and the company is quite possible to determine what topics to cover, what tone to use, without leaving the purely editorial part to the responsibility of the company. This intermediate solution can be easier to implement in small businesses because the accountant lacks the time to deal with this aspect or does not have the required skills in-house.

Most of the information disseminated by traditional companies deals with the company’s usual missions. It’s a mistake. All too often, this consists of a more or less detailed inventory of the services traditionally offered. This uniformity does not allow any differentiation from the competition. In addition, this does not necessarily correspond to the expectations of the target.

There are rarely on-topic guides, few or no white papers or videos (survey by Emilie Fatkic, conducted as part of DEC Brief, July 2019). Still, it’s an effective way to collect contact information, share and distribute content. Regularly updated, high-quality content ensures that customers keep coming back to the structure’s website.

Why get into content marketing? [1]

Content marketing is primarily an effective way to boost your SEO to become more visible online. The competition for the top positions on Google is fierce: 67% of clicks go to the first five links on the results page (SERP). All means to optimize the ranking in this search engine must be exhausted.

Naturally, this takes more time with natural referencing (SEO) than with paid referencing (SEA). In the latter case, the ads allow you to rank higher on the results pages once the campaign is set up. The optimization of the content produced, its distribution on different media, its quality and originality contribute to the improvement of natural referencing. This makes it possible to reduce the budgets allocated to search engines in the longer term. It’s important to note that content itself is about 62% cheaper than advertising.

Then it is possible to redirect the flow of visitors to the law firm’s website and increase the number of contacts made. This creates more opportunities to expand your portfolio. The Hubspot website states that 92% of companies that a [stratgie de contenu] See an increase in traffic and the rate of leads generated. This strategy would also be more effective than traditional communication levers, creating three times more contacts.

It is also an effective way to develop awareness of the structure: articles and videos can easily be shared by their recipients with their contacts.

In addition, the topics covered make it possible to highlight the expertise of the law firm and to position it in the eyes of the readers as specialists in the topics covered.

Obviously, one of the non-negligible goals of content marketing is converting contacts into customers. 52% of BtoB buyers are more likely to buy from a service provider whose content they have already consulted.

Content marketing can also have an educational purpose: employees can find answers to their own questions. It can therefore become an internal training tool. It is also a means of reducing recruitment by the firm’s clients. In fact, prospects or customers who have found answers to many of their questions will be more independent.

Emilie Fatkic

Emilie Fatkic is a chartered accountant. His dissertation is titled “Taking inspiration from full-web firms to optimize offering, improve profitability and develop client portfolio of traditional accounting firm with fewer than 10 employees.

Emilie FATKIC on LinkedIn

Patrick Moritz

Patrick Maurice is a chartered accountant, co-founder and CEO of Dougs. He is also a CRA advisor and X-HEC entrepreneur spokesperson.

Emilie FATKIC on LinkedIn

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