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7 Tips to Help Uncover
Hidden Blog Content
in Your CPA Firm
By: Anna Marie Murphy
2
AGENDA
• Introduction
• Blogging Philosophy
• Are CPA Firms Blogging?
• Seven Tips
• Summary
3
BLOGGING PHILOSOPHY
• Value-add for clients and prospects
Answer the questions that your clients and prospects are asking
Advise them on personal and business matters they may not yet know or be
thinking about
Build stronger relationships (for clients and non-clients)
Helping not selling
4
BLOGGING PHILOSOPHY
• Drive revenue through your online efforts
Drive traffic to your website
Convert traffic into leads
Establish authority
Gives your firm insight into popular topics
5
POLLING QUESTION
6
2016 CPA WEBSITE AUDIT
Are CPA Firms Blogging? • Benchmark of the use of various elements in design and development of
websites, web traffic, engagement and social media
• Top 133 CPA firms – Accounting Today
7
TIP #1
Internal Training Documents
• Informative emails by employees to professional staff
Regulations, industry updates, best practices, helpful checklists
• Polish these messages and share in a blog article
Sample internal email sent at our firm:
8
TIP #2
Client Q&A
• Questions from clients – business or personal needs
• Other people are probably wondering too
• Revise and share those Q&As in a helpful blog
9
TIP #2
Client Q&ABonus search tip: Want to see
what types of questions people
are typing into Google on a
specific topic? You can utilize
Answer the Public
(www.answerthepublic.com) –
which helps you find the actual
questions and searches that
people are typing into search
boxes.
10
TIP #3
Firm Presentations and PowerPoints
• Internal/external presentations
CPE
New business presentations
Associations/Conferences
• Share PPT or transition into blogs or premium content
• Post PPT to SlideShare
11
TIP #3
Firm Presentations
and PowerPoints
Bonus lead generation tip: With SlideShare, you
can also set up lead forms so that people who want
access to your full presentation are required to
provide you with their contact information.
12
TIP #4
Webinar Videos
• Webinars – recorded video and audio can
be downloaded
• Post the video on YouTube, Vimeo or
Wistia
• Link to video on your blog
13
TIP #4
Webinar Videos
Bonus lead generation tip: You can “gate”
the video on your website by utilizing a
landing page, contact form and requiring
lead information before allowing access to
the full webinar.
14
POLLING QUESTION
15
TIP #5
• Leverage your PR!
• Full articles or mentions/quotes
• Write a quick intro, highlight that person’s
expertise and link to the full article
Drafted Articles or Mentions in Media
16
TIP #6
Vendor, Association or Alliance Member Content• Is your firm a member of an association or alliance?
• Do you use a vendor to service your clients?
• Leverage their thought leadership
• If you’re unsure, reach out and ask
17
TIP #7
News Articles – Curate and Provide Links
• Provide pertinent, trending and timely information from local and national
news resources
• Write a quick intro and link to the full article
18
BONUS TIP #8
Original Content• Supplement with original content from your professional staff
• Provide value to your clients and contacts
• Sharpen your employees’ writing
• Keep staff current on industry and client hot topics
• Pump your website full of valuable, searchable content
19
BONUS TIP #8
Original ContentBonus tip: Click here to read a blog on
these and other reasons why your CPA
firm should be blogging.
20
SUMMARY
Content Options
• Adding value and building relationships
is essential
• It doesn’t have to be scary – a lot of the
hard work has already been done!
• CPA ContentPlus – Skoda Minotti’s
content library with hundreds of articles
available for your firm. New content
added every month.
• Premium content and custom
development options are also available
CONTACT ME
Anna Marie Murphy
Account Executive, Manager
Strategic Marketing Services
(440) 449-6800 x7223
skodaminottimarketing.com
Cleveland | Akron | Tampa