Marketing and Websites For Accountants: The Official W4A Blog

An Accountant’s Guide to Starting Your Blog

There are a lot of people these days who’ll tell you blogging is dead. From a certain perspective that might be true. Blogs certainly don’t offer the same SEO value they used to and not many people pay any attention to RSS feeds anymore. That’s not all there is to blogging though.

Blogs still have marketing power, especially if you are actively marketing in social media. Blog articles make excellent shares on sites like Twitter, Facebook, and LinkedIn. They establish you as an expert in your field and give you a chance to put your brand in front of an audience.

The hard part is, of course, getting started… So let’s get you on the path.

Before we start, let’s make sure we understand who we’re writing for. It’s important that we post to the needs of our intended audience, so let’s examine why people might need us.

Businesses are audited regularly to guarantee compliance with accounting regulations. Public companies are held accountable to the Public Company Accounting Oversight Board. People look to you to make sure they are fully compliant with these ever-changing rules and regulations.

You are also vital during tax time, as you help individual taxpayers file their tax papers on time, finding every last credit they are entitled to so that they receive the largest possible return (or make the smallest possible payment).

Finally, many business owners look to you as an informal partner, helping them identify and maximize areas of profit.

Offer Your Readers Value

Your blog should contain useful, relevant information pertaining to the practice of accounting. It should present clearly how your firm benefit the reader. Provide real information about your accounting services. Demonstrate how you have made your clients successful.

This is an excellent opportunity for client testimonials. Many people think that accounting work is flavorless and uninteresting. A blog is an excellent opportunity to use humor to present your CPA website in a colorful manner.

Avoid the temptation to skew your content too heavily towards businesses unless you’re in the enviable position of being able to turn away individual clients. Even decision makers for large firms will be interested in saving money for themselves and their families, so you can’t go too far wrong posting about individual accounts even if what we all really want are business clients.

Your blog should be fun and easy to read. Write clearly with proper formatting and good grammar. Make it interesting for the reader. If your blog is written too formally or if you get too verbose your readers will lose interest.

Use bullets and charts to condense information and shorten your post.

Your post should be:

  • Short and on-topic.
  • Clearly and concisely written.
  • 450 to 700 words long.
  • Composed of short, easy to read paragraphs.

Using pictures to illustrate your point is a good idea but don’t use oversized images that slow down your pages load time.

Videos are also an excellent way to add visual appeal to your blog posts.

Make it Interactive

Use your blog as an interactive discussion platform, where your audience is invited to ask questions and leave comments. It is a great feeling to receive blog comment notifications in your email. Each comment is an opportunity to create interaction. It could be a client complaint that needs to be addressed or a compliment that you can use as a client testimonial. Either way, it is important for your audience to know that you value their feedback and hence their loyalty.

Links to external sites containing CPA materials are a great way to build authority. You can also use your blog to market your other blogs. It is a good advertising opportunity.

As a first time blogger, starting a blog can feel like an overwhelming process. Stay focused, keep your posts short, and keep it relevant. Make sure your posts have no errors in punctuation, formatting or grammar. Make your point and talk to your audience naturally. It will take some time to begin a steady community, so be patient, relax, and relish the process.

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