It’s important to recognize that adding fresh content to your website and social media profiles not only promotes your brand, it also helps your overall online presence. Fresh content stirs discussion, raises questions and helps you rank higher in search engines like Google. But what types of content work best? And how often should you post? In this post, we’ll walk you through the types of content to use that are most effective and tell you when to post.
How content like white papers, articles and blogs help your brand
Long-form content articles (typically 500 words and longer) is often helpful in converting prospects into clients. Your content can help prospects find you on your social media sites (such as LinkedIn), and through a simple Google search. Longer articles help boost online engagement, establish authority and grow your brand.
Publishing long-form content can be particularly effective:
- Just before tax season when individuals start searching for a tax preparer
- When tax laws change
- When there is a discussion in the media about a tax-related topic
- When your firm has news to share (press releases)
However, content doesn’t always have to be lengthy and complex. In fact, some of the best (and most effective) content is short and sweet. Meaningful messages can help plant a seed and start a discussion about your firm and can be sent in the form of:
- Email reminders/marketing
- Facebook updates
- LinkedIn direct emails
Be sure to connect the messaging between your website and social media profiles. This means you should try to consistently write in the same voice and tone. A simple way to do this is by making sure you consistently use your slogan/tagline (if you have one).
Remember that once prospects interact with your content, they are likely to validate your business by looking at your website. It’s important to include the following info in your content (if possible): firm contact info, firm slogan or tagline and links to your website homepage and/or blog.
How often should I update my website?
Search engines are constantly changing algorithms (or the way websites are evaluated) and how websites are ranked. That being said, the more relevant info you can add to your website the better. Remember: your website is your brand identity. Clients and referrals will use it for validation.
So what constitutes as fresh content on your website? It could include:
- Seasonal tax updates and year-end reminders
- Blogs posts on your website (or in a blog feed)
- Updated bios for new/current employees
- Tax law news
- Social media posts
Any updates that are relevant to your firm can help boost your online presence. Even something as simple as announcing a new associate or team member can be meaningful to your clients.
Posting content is easy with marketing automation
When should you use marketing automation to post content? The answer is simple — always! It allows you to prepare content at your own pace and schedule it to post to all your accounts when it’s most effective. Cloud-based tools like Mostad Marketing Cloud are designed specifically for tax and accounting professionals. If you aren’t using marketing automation to help grow your brand, it’s time to give it a try.