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For the smaller entities, unable to match their larger competitors in terms of marketing budget and resources, the relatively new concept of content marketing represents a fantastic opportunity.

By creating good content accounting firms can show audiences why they should choose their services.

As Benjamin Franklin famously wrote in 1789: “...but in this world nothing can be certain, except death and taxes.” It's a quote just as relevant today as it was all those years ago, and goes some way towards explaining why the accounting industry continues to boom.

It's a somewhat crowded, definitely competitive industry, however, made up of an established group of multinational providers and hundreds of medium and smaller firms, all grappling for a share of the financial pie.

For the smaller entities, unable to match their larger competitors in terms of marketing budget and resources, the relatively new concept of content marketing represents a fantastic opportunity.

“In many ways, content marketing is a great leveller, allowing smaller accounting firms to compete directly with large, corporate financial entities,” says a blog on the proPRcopy website.

Instead of relying on expensive advertising, you can make a name for yourself simply by leveraging the broad range of knowledge you have in your industry.”

“You can truly position yourself as a hub of information related to tax planning, business succession, retirement planning and any other accounting services you provide.”

According to the blog, your overall goal should be to “provide clients with something of value so that you can establish your accounting firm as a thought leader and a continuous source for reliable information”.

“You can leverage your expertise to write about virtually any topic you believe your clients will find helpful, and you may also subscribe to other blogs, social media feeds and industry publications to facilitate the creative process.”

“Executed correctly, content marketing can help you establish yourself as a thought leader and an expert,” marketing consultant Wendy Coombes says in an article on the BriteKite website. “Expert articles, white papers or books targeted at your specific target audience is the proven method to generating leads online.”

“By diligently adhering to a regular content calendar and publishing materials that are truly valuable and helpful to your target audience, you will build a consistent pipeline of quality leads in a surprisingly short period of time.”

Bonnie Buol Ruszczyk, president and CEO of BBR Marketing says accounting firms should see the concept of content marketing as “a paradigm that opts for providing something of value as a method of showing audiences why they might want to choose your services, rather than telling them to do so”.

“The benefits to your accounting firm are well worth taking the plunge,” Ruszczyk says in a blog on the Sageworks website. “It’s safe to say that content marketing is here to stay, so you might as well explore your options and let the strategy start to work for your accounting firm.”

“In the process, you may achieve more than effective marketing: creating good content marketing is a fun way to stay on top of your profession, get in touch with your creative side and deepen your understanding of just what it is that makes your own firm so special.”

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