Accounting often gets classified as “boring,” especially to those who aren’t well educated in the discipline. That’s why it’s important that your accounting blog offers more than basics about the accounting equation, depreciation schedules and the definition of working capital.
As is the case with any other blog, you’ll need content that’s compelling, shareable, and even has the possibility of going viral. Those types of posts don’t happen by accident.
Here are some simple ways to offer interesting content on your accounting or financial services firm’s blog.
1. Embrace Lists
The website BuzzFeed is very popular, and not just because if offers up articles about the different ways that people view dress colors. It’s popular, in part, because many of its articles are in list format.
Accounting professionals and executives are time-pressured and often skim posts. Creating an article as a list – often called a listicle – allows these individuals to easily scan your content. Blog visitors who view listicles know that they won’t have to sift through a bunch of words to find specific points that might be of interest to them.
If your existing content is solely in paragraph format, why not create new content using the list format? You’ll be offering content that’s more user-friendly and easier to skim.
2. Shakespeare Was Right: Brevity Is the Soul of Wit
This point dovetails nicely with the previous one. It’s certainly the case that we live in an era in which people have limited attention spans and are busy and always on the go. Many of your readers just don’t have time to read a lengthy piece.
Cater to their time constraints by offering up your content in short pieces that don’t take a long time to mentally digest. Keep your paragraphs brief, omit unnecessary words, and call attention to your main points.
Are you still reading this? Take a look at what you’ve read so far: Almost every paragraph is just two sentences long.
3. Leverage Current Events for a Wider Range of Content Topics
Sure, an in-depth tax accounting Q&A will get some of your readers engaged with your content but other readers may require more general topics to pique their interest. One way that you can do this is by peppering current industry news and events into your blog posts.
For example, if you see a trend or timely topic going on in accounting, what insights can you add? How does it relate to your audiences’ pain points or your firm’s specific expertise?
Bring a new perspective to the story by discussing how this news will impact your clients or the industry. And use current events as springboards for additional blog post topics.
4. Inject Humor and Personality
Too many visitors come to accounting firms’ blogs expecting to find only cut and dry information about accounting. Fight the “boring” stereotype by infusing a bit of personality into your blog.
When appropriate, a bit of humor or a more casual writing style can make your blog visitors feel more connected to your brand and may even help you increase your brand’s reach. It can also make the content more digestible and give readers a feel for what it might be like to work with you.
5. Use Images to Enhance Content
Images are not only valuable because they provide graphic illustrations of the points you’re trying to make in your content, but they also break up the article, making it easier to read. Using imagery can also help to illustrate the points of your blog post.
When selecting imagery, you have a number of options. But above all, make sure that you aren’t infringing on anybody else’s copyright.
There are numerous sites where you can download free stock photos. You might have an in-house design team that can create custom images for your blog posts. Or you might be able to take your own photos or hire a professional photographer.
You’ve worked hard to build your accounting business. Now, follow tried-and-true principles of content marketing to make your blog more interesting. That way, you’ll attract more prospects, generate more qualified leads, ultimately, it’ll help your accounting firm generate new business.
- Download Hinge’s Content Marketing Guide for Professional Services Firms for tips on creating content that builds credibility and demonstrates expertise.
- Get a copy of our Online Marketing for Professional Services book to learn techniques that will generate more leads and increase awareness of your firm.
- Join us on LinkedIn for more insights and resources on content marketing.
How Hinge Can Help
Content marketing is an integral part of many professional services firms’ strategies today. The Visible Firm℠ is the leading marketing program for delivering greater visibility, growth, and profits. This customized program will identify the most practical offline and online marketing tools your firm will need to gain new clients and reach new heights.
Kayla Matthews is a business solutions blogger at Writerzone with a passion for enriching workplace productivity and organizational wellness. You can find more articles by Kayla on Business2Community, SmallBizDaily, and Profiles International.