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Word-of-mouth advertising has probably been the go-to business development tool for you and many other tax and accounting firms. While relying on satisfied clients referring other clients will always be one of the most vital means for generating new business for your firm, there’s another form of advertising that could be a game-changer for tax and accounting professionals.

Content Marketing 101

Content marketing revolves around sharing free information that is relevant to current and prospective clients. Distributing this content can be accomplished in a number of different ways, including on your website, through email or social media. Your firm could even start your own newsletter or publication. The objective is to provide high-quality marketing that prospects actually want to see—while building trust and retaining existing clients.

Is your firm taking full advantage of content marketing? If not, don’t worry. We’re here to walk you through all the essentials. But before we jump in, let’s take a moment to outline this newer form of advertising called content marketing.

How Does Content Marketing Work?

Over time, consumers have gotten better and better at avoiding traditional ads and marketing. With the rise of paid streaming services and ad filtering, it’s possible to spend hours online or watching TV without seeing a single advertisement. It’s no surprise that standard advertisements flop with today’s audiences. These ads are intrusive and rarely deliver useful, relevant information.

Content marketing works because it is useful to the reader. Effective content is interesting, so it gets read. When it gets read, the benefit of the content is then connected to your firm. This is why content marketing can be one of the most effective ways to spread the word about your tax or accounting practice; it provides relevant information your audience is actively seeking. Let’s dive a bit deeper and describe the basic steps of content marketing for tax and accounting professionals.

Step 1: Identify problems. Listen to your clients to understand what problems or questions they have. These problems don’t have to be accounting or tax-related.

Step 2: Create useful content. Create free, helpful content that addresses those problems, then share it online. This content usually takes the form of an article that’s between 1,000 and 2,000 words.

Step 3: Place searchable content. Your audience finds (and loves) your content when they search for help.

Step 4: Call to action. That audience of warm leads visits your website to buy your services.

More importantly, the content does not have to be static. Your firm can create many types of content to help prospects, ranging from blog posts and podcasts to videos and infographics. Together, this information builds firm awareness and brings people to your site, where they learn more about you and ultimately purchase your services.

The Numbers Behind Content Marketing

As a tax or accounting professional, your time is precious. Naturally, you might be skeptical about whether it’s worth the hours and effort to create all this content. So let’s run through some official findings from DemandMetric on the impact content marketing can have on your tax and accounting firm.

Content marketing costs 62% less than conventional marketing. Content marketing earns about 3 times as many leads as conventional marketing. 70% of consumers feel closer to a company thanks to content marketing

Using Content to Support Word of Mouth

Perhaps even more importantly, for businesses like accounting and tax preparation, the primary source of new clients often comes from the clients you already have. Providing useful information to your current clients not only keeps you top of mind throughout the year but might just be the added push needed to pass your name (and content) on to a prospective client!

In short, content marketing is a proven, cost-effective strategy your tax or accounting firm can use to reach new people, build trust, and convert curious prospects into loyal clients.

Get content help with Mostad Marketing Cloud

Mostad Marketing Cloud is the perfect tool to support your tax and accounting firm this upcoming tax season. Our powerful cloud-based platform includes a number of convenient tools to streamline your content marketing, including monthly client update newsletters, weekly tax tips and over 400 articles on tax-related topics.

Hit the easy button with the Mostad Marketing Cloud. Access FREE samples of some of our most powerful tools.