Better blogging for accountants

Better blogging for accountants

Presenter: Matt Wilkinson, CEO BizInk

Email: [email protected]

Twitter: @mattwilkinsonnz

What we’ll cover

Why blog?

How to get ideas for blog posts

Writing tips from our content team

Marketing your blog

“For most firms, especially small ones, blogging shouldn’t be about SEO. Most of the time you have no hope of getting to the first page of Google search results, and your best clients come in as referrals, anyway.”Blake Oliver

Pro tip!

Referrals do due diligence

What impression does your site give?

An active engaging blog looks great

“Seal the deal” with referrals

Showing vs telling

Rest of site should be simple – add depth through the blog

Build up over time

Demonstrate your expertise

“On our niche marketing site, we answer industry specific questions that we hear asked all the time. It gives us a lot of credibility that we know about their issues (sometimes even before they realize it is an issue).”Donna Bordeaux

Pro tip!

What are your clients’ pain points?


“Look at the questions clients ask and answer them comprehensively. Then blog about it. Then next time someone searches online or asks you about it –you can send them the link to the answer or copy and paste it for them.”Heather Smith

Pro tip!

Answer a client question in detail

Clients have the same issues as prospects

Specific is good


“We have used our blog to answer a lot of routine questions without having to type it out every time. For example, everyone always asked to about estimated payments. We use that blog post a ton and I just give them a short sentence and refer them back to our blog. It also lends a lot of credibility that we have already answered the questions and can anticipate their needs.”Donna Bordeaux

Pro tip!

• How-to or tutorial• Cheat sheet or checklist• Review post• Interview• Deep dive• Quick posts• Guest post• Series• Reaction post

10 types of blog posts

What are you constantly repeating to clients?

Video works well

Example: how to do bank reconciliation in Xero

How-to or tutorial

People love shortcuts

Example: Want to get paid faster? Take our 7 step cashflow challenge

Include a download

Cheat-sheet or checklist

Good for when you’re stuck for ideas

Review apps, books, services

Be opinionated

Review post

Who are “thought leaders” to your audience?

Interview a client

Networking benefit

Interview

Least frequent

What are you passionate about?

Example: Complete guide to selling your restaurant business

Re-purpose

Deep dive

Opposite to deep dive

Nuggets of useful information

Example: Remember to file your personal tax return by this Friday

Example: Did you know that Chargify know integrates with Xero?

Quick posts

Another great time saver

Make a wish-list and approach them

What’s in it for them?

Who could you write a guest post for?

Guest post

Cover a broad topic

Keep people coming back

Example: How to build a profitable freelancing business and still have a life

Series

“My book Learn Small Business Start Up in 7 Days started life as a collection of 350 word blog posts. Blog regularly and before you know it you will have a book!”Heather Smith

Pro tip!

Can’t be planned

Keep your eye out for opportunities

Budget is obvious example but try and be more creative

Reaction Post

Keep a note book

Don’t procrastinate

You only get better at writing by writing

Style should be conversational

Writing tips

“Write like you're having a breezy conversation in the pub (with a pint or two put down!). People enjoy reading about technical things or business services or any dry subject really, when they're explained in a not-so technical or stodgy manner.”Caleb Newquist

Pro tip!

“Use simple sentences and simple words. Write in a conversational tone, as if you were writing a letter to a friend who doesn't know as much about the topic as you do.”Liz Farr

Pro tip!

Calls to action

Promote your content

Re-purpose for maximum benefit

The pay off

Thanks for coming!

Connect with me:Email: [email protected]: @mattwilkinsonnz | @bizinkonlineLinkedIn: nz.linkedin.com/in/mattbizink

Find out more about Bizink: bizinkonline.com/tour