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How to use blogs to attract your ideal clients

22nd May 2024
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Differentiating your firm is crucial if you want to attract your ideal clients. And content creation in the form of blogs is a highly effective way to achieve this. A good blog helps to position you as an expert who can deliver solutions to your prospects’ problems. Here’s why blogs should be part of your marketing strategy and how to create blogs that get noticed.

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The power of content

Words have enormous power to capture and keep attention, provoke thought and ultimately to inspire action. If you aren’t writing blogs already, they can be a game-changer for your accountancy firm. 

Three reasons why blogs should be part of your marketing mix:

1. Boost your online presence

The Google algorithm values Experience, Expertise, Authority, and Trust (EEAT). While the specifics may change (and they have recently) these are still the underlying principles. So demonstrating these qualities through high quality content on your website will improve your search rankings and visibility. Regularly sharing content that showcases your knowledge builds credibility and trust with potential clients.

2. Multipurpose content

A single piece of content can be repurposed across multiple platforms. One blog can be transformed into an email, newsletter, social media posts, a press release, a video or a webinar, amplifying your reach and impact. You get a lot of bang for your buck from a blog!

3. Humanise your firm

A blog is an opportunity to show the human side of your firm. Giving your personal point of view, sharing stories about your team or community involvement helps potential clients connect with you on a personal level.

Creating blogs that get noticed

Before you start writing, make sure your blog hits all the right marks.

Identify the right topics

It may sound obvious, but focus on topics your audience wants to know about. Tools like Google AdWords or Answer The Public will help you identify what people are searching for and their common challenges. For example, a small business owner who is reaching the VAT threshold is highly likely to be looking for advice on how to manage this. 

Your own clients can be a valuable source of data here. If you find that you’re getting a lot of calls about managing cashflow, for example, you could write a blog with stats around this. E.g “72% of small business owners are struggling with cashflow – 5 tips to help manage it.”

Define your purpose

Each piece of content should have a clear purpose, whether it's showcasing a new service, attracting a new type of prospect, or differentiating your firm. The key is to provide value, not just make a sales pitch.

Structure for search engines

A clear structure makes it easy for search engines to crawl your blog and identify it as a valuable piece of content. Use a catchy title, introductory paragraph, subheadings, bullet points and images. Short sentences and paragraphs help keep the reader's attention. Where possible, keep sentences to 20 words or less and paragraphs to under 200 words. Incorporating stories, quotes, and case studies makes your content unique and relatable.

Include a strong call to action (CTA)

End each piece of content with a clear and compelling CTA, making the next step easy and appealing for your reader.

Leveraging AI for content creation

AI tools like ChatGPT, Claude, and Gemini can help generate a first draft quickly. However, always add your own insights and personal touch. Google's algorithms are designed to detect and penalise spammy, AI-generated content. Authenticity is key to building trust with your audience. This is where personal experience (your own and/or your clients’) comes into its own with quotes and case studies.

Want to know more about blogging for accountants? AVN’s Susan Clegg recently ran a webinar on how to write blogs that get noticed - watch the recording in The Accountants KnowHow Club. Not subscribing yet? Find out more here: https://www.avn.co.uk/knowhowclub/