Create Autumn Budget content your clients really want to readby
With Budget Day over, most accountants will now be wrapping up their initial commentary. But there’s more you can draw from the day’s announcements to produce interesting and insightful content for your clients.
Although AccountingWEB members were largely unconvinced by the few changes made on Wednesday that hadn’t been leaked beforehand, the Budget remains a great opportunity for accountants to demonstrate their expertise.
Here’s how you can make the most of Autumn Budget 2021 through content and updates that offer real value and guidance to your clients.
Get into specifics
The problem with events like Budgets is that everyone’s covering them, from the BBC to competing firms.
A quick, basic round-up of the Budget’s top announcements can certainly be useful, but where accountants can really stand out is through their understanding of what the announcements actually mean, in practical terms, for the clients they work with.
Will reforms to business rates allow your clients to add a bike shelter to their office, or expand their retail property? Will the increase to cultural reliefs give a theatre owner the boost they need to recover from the pandemic?
The more you can apply the announcements to real-life, practical scenarios, the more your clients stand to benefit.
Another way of providing extra value is by digging into the small print of the Budget itself. While most people will have heard the announcements made on the day, there were a few nuggets of useful information hidden away in the Red Book too.
A six-month extension to the Recovery Loan Scheme, for example, didn’t make it into the Chancellor’s speech – neither did an increase to the amount of time allowed for capital gains to be reported on the sale of residential property.
Digging out the details that are specific to the sectors you work with and explaining why they’re important will make your Budget content more tailored, and more useful to your clients.
But don’t overcomplicate
That said, it can be easy to get bogged down in all the technical information when you’re sifting through the Budget, and a lot of accountants feel they need to repeat the announcements word-for-word to avoid inaccuracy.
For readers, this isn’t particularly helpful. As long as it’s not outright misleading, you can afford to make a few simplifications when you’re summing up the changes, with a disclaimer asking clients to contact you for more detail where necessary.
Imagine you’re explaining it to a client in person – someone who’s not well-versed in accounting jargon. If you can picture someone specific, this often makes it easier to write naturally.
Being able to distil complex information into plain English is a real skill – and it demonstrates your expertise better than anything heavily technical will.
Now that Budget Day itself is over and done with, you’ve probably already finished your immediate coverage. But don’t stop there – now is the perfect time to review your content calendar for the year ahead and see if you might want to draw attention to any of the changes confirmed.
Many measures won’t take place until April next year or later, by which time your clients may well have forgotten about them. Providing a regular stream of content should keep them in the loop, as well as giving you a better chance of reaching new clients while you’re not competing with various outlets for Budget coverage.
If you have access to any SEO tools, you might want to do a bit of research around what your clients are asking about the topics covered in the Budget, to help you put your plan together.
Alternatively, try googling some key phrases yourself. What other pages are showing up, and what questions are popping up in Google’s ‘People also ask’ section? This might give you a few ideas about topics to cover.
In any case, content that meets a user’s needs and answers their question successfully has a good chance of appearing high up in Google search results, so being proactive about what you’re publishing could give you the edge over your competitors.
If you’re stuck for ideas – or time – to cover the Budget announcements, PracticeWeb’s content service for accountants can help. Get in touch to find out more.