Creating valuable content that both educates and encourages prospective clients to take action towards becoming paying customers can be quite a challenge.
First and foremost, never forget that the people reading your content are looking for solutions to their tax and accounting problems. They aren’t looking for a sales pitch. The content that you provide needs to provide valuable information that helps them solve that tax and accounting problem.
Your content, by it’s very nature, should position you as an expert. Your content should be authoritative, yet approachable. Your content should be easily readable by the majority of potential readers, but not talk down to people, of course. It also helps if your content takes an entertaining tone at some points.
You should also produce a variety of different kinds of content. You don’t need to be the best writer in the world, the best camera presence, or the best voice. I’ll be the first to admit that I have a face made for radio, and a voice made for print. Writing is obviously my medium of choice, but it’s also necessary for me to get in front of the camera or the microphone occasionally, in order to produce the kind of content that different segments of my audience prefer.
Your content is about your audience, not about you. However, you need to put your own personality into it. People do business with people, not with businesses. Don’t be afraid to be yourself when it comes to creating your marketing content. Since people do business with people that they know, like, and trust, the content you produce for your accounting marketing should express the elements of your personality that people can connect with. By being yourself and letting a bit of your personality shine through, you’re going to attract clients that are more likely to click with you from the beginning.
In creating your content, there may occasionally be the opportunity for you to express an opinion and take a stance. Expressing opinions, and letting people know where you stand, is definitely going to cause some people to be turned off by your stance. Contrary to popular belief, creating a division is good for your marketing, because it makes you different. One of the biggest sins in marketing is being just like everybody else. Don’t be afraid of offending some people — chances are they wouldn’t have been good clients for you anyway.
When you create unique, expressive, informative content, your target market will swarm to it. This generates targeted leads that are more likely to do business with you, and sets you apart from your boring competition.