To keep clients and prospects engaged and coming back to your firm’s website and social channels, they need something to come back to. They need content from you that they value and can learn from.
Content is the reigning champ when it comes to promoting, marketing, and building a successful and first-class brand. There is just no denying it.
Why? Because it is the best way to get the word out about who you are, who you serve, what you offer, and why you’re the best in the biz. It’s also how you boost brand awareness and ensure your firm is the go-to resource for information and guidance.
To keep your clients and prospects engaged and coming back to your firm’s website and social channels year-round, they need something to come back to. That something is relevant, timely, and informative content. In other words, they need content from you that they will value and can learn from.
One example might be tips and tricks to build a successful business, including marketing hacks, entity selection breakdown, or leadership best practices. Other content that you could provide might include insights on industry trends (think vertical-specific) or even lifestyle articles on topics such as sending your college-bound kid to school on a budget or tips for a healthier new year. Remember, your clients have personal lives, so information-driven articles like these are always welcomed.
It all adds up to getting your brand seen and your voice heard – even above all the noise out there in the land of digital communications.
Content Does More than You Think
Content is more than a social channel filler, and a sound communications plan should include more than compliance-based reminder emails and random newsletters. Firms with the best content programs understand that great content operates on multiple levels:
- Educates – Offering information-driven content not only helps educate your client and prospect base, but it also positions you as a thought leader. Be the go-to resource for all things accounting and advisory (and more if you choose).
- Connects – Content brings people together. When you create articles, blogs, or social posts that offer insightful topics and helpful guidance (e.g., tips on cash flow management or job costing), it brings people closer to you. You create a connection built on trust and loyalty. Content also keeps you front of mind with clients throughout the year, beyond quarterly estimate reminders and holiday best wishes.
- Humanizes – Accountants aren’t all about numbers. You are everyday people who not only know your business but also know how to have fun and care about your clients beyond their chart of accounts. When you offer lighter-side content – such as articles on how to capture childhood memories, tips on staycation fun, or the best summer ice cream recipe – it allows clients and prospects to see your personal side. It further humanizes you, and people are drawn to that.
In a recent poll administered by TYPE5 Content, of the nearly 150 firms that responded, nearly 95% of firm leaders said that their clients prefer and are more likely to click on “lighter-side” content, including high-level business articles and delightful (and unexpected) lifestyle content. - Differentiates – When you push out high-caliber content, your firm stands out from the crowd. An agency-quality client magazine, helpful step-by-step guides, blogs, and colorful social images can set you apart from the pack and make you look like a million bucks!
Even better, you don’t have to write any of it yourself if you don’t have the bandwidth. Turnkey content subscription services focused exclusively on the accounting profession do exist.
Resolve to Elevate Your Brand in 2026
When you offer clients and prospects content like informative blogs and guides, you’ll quickly advance your status, enhance your brand, and give people something to talk (and read) about.
Make your voice heard. It’s time to get on the content train and ride your firm all the way to No. 1 Town!
Kristy Short, EdD, is the owner TYPE5 Content and has been serving the accounting profession for more than 25 years as a content strategist and creator, coach, thought leader, and author. She's supported hundreds of firms, influencers, and tech vendors in developing highly effective communications programs. She can be reached at Kristy@aliigncreative.com.
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Statements of fact and opinion are the author's responsibility alone and do not imply an opinion on the part of the PICPA's officers or members. The information contained herein does not constitute accounting, legal, or professional advice. For actionable advice, you must engage or consult with a qualified professional.
