The secret they won’t tell you about digital marketing

The big digital marketing secret

There’s a secret about digital marketing out there that people aren’t sharing and I think I know why.

I know why it’s not being shared and I also know why it is counter-productive.

It’s a secret that digital marketers and content producers know full well or, if they don’t then they ought to.

And it’s a secret that anyone embarking on digital marketing, whether it’s just for their own site or for someone else’s should know.

Marketers are great…

…at selling the sizzle.

It’s what we do.

We tell you how great things are going to be when you use our services and we let you believe that you’ll get instant results.

How often have you watched a video or read an article that leaves you with the impression that this is all dead easy and you can have amazing results really quickly?

The problem is that marketing has something called the ‘golden triangle’ which is something that project managers have known about for years.

If you want hits then you can have them cheap, quick or good but you can’t have all three.

So for instance you can get a huge number of hits by paying to always be top of the google rankings. They’ll probably be good hits and you’ll get them quickly but it won’t be cheap.

Or you can pay a link farm to get you tons of links. It will be cheap and fast but the sort of links you get won’t be particularly good.

Your quick digital marketing guide
Check out my 5 minute guide to digital marketing here

Here’s the secret to digital marketing

It takes time.

Yep that’s it.

It’s not earth shattering but it is important to know because if you think you will get overnight results and a billion hits from your single blog post then I’m sorry to say that you are going to be disappointed.

It takes time to understand your marketplace.

It takes time to find a strategy that works for you

It takes time to build up a site that has valuable content that really works for your potential clients.

You’d think this was a bad thing for someone in the industry to say right?

Well personally I prefer my clients to be properly informed from the start.

There’s no point in me promising you something that you can’t have only for you to be really disappointed this time next week when a billion hits haven’t magically appeared.

I prefer honesty.

Why don’t marketers tell clients this?

Because it’s nice to have some one tell you with absolute certainty that life is going to be wonderful and easy and that you don’t even need to think about it.

But the truth is always a bit more complicated than that.

Want a totally free guide to digital marketing for accountants?
Want a totally free guide to digital marketing for accountants? (it works for other industries too!) Click the image for you free resource

The truth about digital marketing

The truth is that anything worthwhile is worth doing well.

Like a good wine, a marketing strategy is worth taking a little time over.

Taking time to understand your clients, your market and your offer is rarely wasted.

Producing useful, good quality content, little and often is always better than paying someone to set up a big bunch of dubious links.

And making sure that your content is optimised for SEO and then shared with a relevant audience is priceless.

Take time over your digital marketing and you’ll find that it pays dividends with a sustainable community of people who like your stuff and consistently high rankings on the search engines that doesn’t drop off the moment you stop paying for advertising.

How I can help

I admit that for most people producing quality content regularly just isn’t possible and this is where Yellow Tomato comes in.

I can do a site audit and let you know where you marketing is letting you down.

I can produce a marketing plan that will show you how to start moving up the rankings

and I can write the content that will get your target market engaged.

Give me a call or email me and let’s talk.

How to improve your blog in 5 easy steps

5 tips to help you write you blog

If you are using content marketing to improve your search rankings then a cornerstone of this is probably your blog and you want this to be a good as possible.

Here are my 5 tips to make your blog postings more effective as part of your digital marketing strategy.

Tip #1 – Have a clear plan to write to

It’s important that you don’t simply start writing and firing off blogs left right and centre.

Instead you need to think about what you are trying to achieve and set your keywords accordingly.

When you have a plan and a set of keywords then you should write posts around your keywords but I’d suggest only writing a post around one keyword at a time.

Trying to pack too much in will destroy the way the article reads and may even lead to Google thinking you are keyword stuffing, which is a bad thing.

Tip #2 – Use short sentences and simple words

You are probably going to be writing for a fairly mixed audience and Google understands this.

Short sentences are easier to read, especially on a mobile device and the vast majority of web content is accessed on mobile devices.

Google also likes you to use simple, accessible language and so unless you are writing something very technical for a professional audience then you are better off using short words.

Check out these handy tools for finding keywords and the questions your customers are asking – click on the image

% tools you absolutely need for your blogs

Tip #3 – Answer the questions that your audience are asking.

If you are writing general pages for your website then you can get away with simply writing copy that is about your company.

But if you are wanting to attract people to your site and of course rank highly on Google then you need to answer questions.

There are number of tools that will help you do this and I have done a separate post about my favourites which you can access here.

Essentially you need to find questions that people ask about your keywords and write to them.

For example, if you sell kitchen knives then you could answer the questions “What knife do I use to fillet fish?” or “How do I sharpen a kitchen knife?”.

By doing this over a series of posts Google will eventually get to think of you as a subject matter expert which helps your ranking.

More importantly if you have a wealth if information on particular subjects then your potential customers will also come to think of your site whenever they have a question they need answering.

Tip #4 – Structure your post.

I always like to use a simple structure that works really well, especially when you are suffering from writer’s block!

Start off with a striking headline

Set up the reason for your post

Answer the question you have asked


Call to action.

In other words, tell them what you are going to tell them, tell them, then tell them what you’ve told them!

By doing this you will find that your posts are actually easier to write and fall into a comfortable rhythm that readers prefer.

Tip #5 – Don’t forget a call to action

You shouldn’t forget to tell readers what you want them to do as a result of reading your post.

“Call me for more details”

“Check this related post”

“Email me and book an appointment”

That sort of thing.

I see lots of posts that don’t include a call to action and that’s really missing a massive opportunity.

I’ve spoken to people who feel that this is somehow being too ‘salesy’ but actually when I read a post that has a call to action at the end it actually makes me feel a sense of certainty about what they want me to do.

A call to action doesn’t have to be ‘buy now’ but it can be more around giving people more related content to read or letting them know what they need to do to get more information.

Here’s your summary

So look back over this post and think about my post structure.

I’ve told you what I was going to tell you

I’ve told you

And now I’m telling you what I’ve told you.

And that’s how post structuring works.

The great thing about using this method is that if you have your keyword that you are going to focus on then the post almost writes itself.

Here’s my call to action

I’ll admit that not everyone has the time to write their own content so if you’d like help setting up your marketing plan, writing the content or you want someone to take over the whole shooting match then why not give me a call?

I’d be happy to talk over your options with no obligation at all.

If you’d like to find out more about SEO then why not check out the rather excellent Neil Patel here

How digital marketing can help accountants

Freelance financial services copywriter

Digital marketing is the perfect marketing method for accountants.

When you are marketing services, especially one as important as accountancy, it is important to establish trust in the client’s mind. They need to have confidence that you have the competency they are looking for.

Digital marketing works best when you are offering something of value and offering something of value, in turn, builds the trust that you need.

What are the aims of digital marketing for accountants?

In truth there are really two big issues for accountancy practices that want to consolidate and then grow their business.

The first is retaining the clients they already have and the second is acquiring new clients.

Smart use of digital marketing can form the cornerstone of both acquisition and retention strategies and won’t cost a fortune.

How digital marketing can help acquire clients for accountants

We know having a great accountant can make a massive difference to clients and the benefit, in my opinion is even more pronounced in the early days of a business.

The problem is that convincing people of the value can be hard, especially when money is tight.

This is where marketing comes in, because whatever stage a company is at in its life cycle, producing valuable and convincing content puts you in the box seats when it comes to signing up a new client.

The starting point is in developing a good website. Note that I said a ‘good’ website.

Frankly, from my point of view, most accountancy websites are pretty awful and to be ahead of the game all you need to do is to have a website that does just what it needs to.

It doesn’t need to have loads of animations and funky designs but it does need to have clear navigation, to look as good on a mobile as on a PC and it needs to have GREAT content because that’s what people are looking for.

This is the centre point of digital marketing, producing useful content that answers the questions that people ask.

Good blog articles, video explainers, podcasts and case studies are really good way to convert lurkers into new clients because they engender that confidence that people need to entrust their business to you.

If you have money to spend on marketing then why not produce a white paper or eBook and promote it to your target market? At the very least it will increase your mailing list but it will also bring in clients that will pay back the investment many times over.

Retaining clients with content

There’s a saying that there’s nothing new in the world and it’s certainly true in terms of marketing.

What has changed though is the method of delivery.

I’ve got to say that any accountancy practice that doesn’t distribute a budget update for its clients or doesn’t have a resources area on its website where they can get information doesn’t deserve to have clients at all.

Newsletters take a bit of time to put together but are an excellent way of producing a feeling of community which leads to increased retention.

A simple client directory listing area where you showcase what people do so that other clients can buy from them is a very cheap method of adding value to your offer that people really like.

A quarterly podcast doesn’t cost a lot but again shows people that you care about them and that they are getting value for their fees.

Want a free guide to content marketing written especially for accountants? Click the image for more information

get your free accountants guide to digital marketing here

How much will it cost?

This really depends on what you do and who does it.

If you don’t want to get involved but you want a decent marketing campaign then you are probably looking in the region of £1,000 upwards per month.

If however you are able to produce content yourself or if you just want to add fresh content to your site every week then you are probably looking at £50 per week.

The point is that you can scale your marketing effort to your budget and by putting in a little effort you can produce big results.

How I can help

I’m an expert professional services writer.

I can help you with SEO, blogs, eBooks, White papers and digital marketing designed to gain, retain and delight your clients.

Mail me and we’ll have a chat about how I can help.

Your digital marketing 5-minute guide

Your quick digital marketing guide

If you’re new to the whole concept of digital marketing then it can be a pretty daunting place so I thought I’d write up a quick guide that you can sit and read over a cup of coffee.

What is digital marketing?

Digital marketing is anything that encourages people to buy from you. That’s the marketing bit.

The digital bit simply means that it can be delivered using a computer, phone, tablet or any other electronic means. It really is that simple.

The problem is that the internet is big, really big so you just get lost.

Imagine you have got a van

And your van is full of stuff that you want to sell.

Your van is your website but if you never drive anywhere then it’s unlikely that people will buy anything from you.

So you need to put fuel in the van, that’s content marketing.

But if you just drive your plain old van around the streets you still aren’t going to sell much.

Facebook, Instagram, Twitter, Linkedin, TikTok and all the other social media sites are your signwriting on the van that tell people what you sell

And Google is a massive bell that you ring to get people to look.

As you can see, none of these things on their own is going to sell your stuff.

Having a website without any content is going to be pointless and having great content is lovely but if you don’t bother to promote it then it is pretty much useless.

You can’t. You have to have the whole package.

What is content marketing?

Content is the stuff that tells people about you.

Typical types of content marketing include;

  • Blog posts
  • Podcasts
  • eBooks
  • Guides
  • Checklists
  • Videos
  • Webinars
  • and loads more.

What’s different about content marketing?

Looking at that list you might think it’s pretty simple and largely the same as ordinary marketing but actually you’d be surprised.

You see Digital Marketing works best when you give stuff away for free.

I know, crazy right?

What you are aiming to do with this type of marketing is to get people (and Google) to believe in your brand as an authoritative source of information.

This is particularly important if you are a professional services company because your reputation is everything.

Yellow tomato - I write content for small businesses

Want to know more about how fresh content gets you business? Click the image above

So what’s all this SEO stuff then?

SEO (or search engine optimisation) is like telling Google that you want it to ring that big old bell on top of your van and get people to look at what you’ve got.

SEO is largely the practice of producing content that is valuable and structuring it in such a way as it tells Google to put it at the top of the search rankings.

Part of it is about the writing and part about the quality of your site.

That’s like keywords and stuff right?


You see when people search for stuff they type things into their search bar and they are the keywords.

Then the search engines go out to the web and have a look for the words that most closely match what the user types into their search bar.

But it doesn’t bother looking every time.

Instead, Google (and all the others) map the web and look for sites that are authoritative sources of information.

Then when someone looks for expenses software or will writers then it knows exactly where to go.

So you need to prove to Google that you are the authoritative site by producing content that has those keywords in it.

Incidentally Google also looks at your site and rates it based on how easy it is to use.

Do your pages load quickly?

Does it work on mobiles?

Do people read one thing or do they stick around?

Then it gets all of the information it’s found and compares your site to the opposition. Then it ranks you.

The higher up the ranking you are then the more customers you will get. These are often called SERPs (Search Engine Results Pages) in the trade.

The key to digital marketing is engagement

And the key to engagement is having fresh, useful content that regularly pops up in front of your clients

Oddly most people make exactly the same mistake when they are producing content – they give up!

It’s called the cycle of despair and it’s a real thing

Yellow tomato copywriting for small bsuinesses

Want to know more about the biggest mistake people make? Click the image above

The trick is not to go off like a train for two weeks then get upset.

Just publish a small amount of stuff regularly and make sure it is all related to your keywords

Don’t forget to tell people about your content

There’s no point in hiding your light under a bushel.

Tell people what you have produced.

Post it to your insta, Facebook, twitter, LinkedIn sites, do Google ads, tell your friends.

There’s a type of virtuous circle where Google ranks sites higher if more people read them and return later.

More people read the site if it is ranked higher on Google and on it goes.

Digital marketing is easy if you are organised

And if you have the time

there’s nothing hard about digital marketing, in fact I’d say most people can do it.

But you do need to be organised and you have to be in a position to want to do it.

Let’s be honest, there are 101 things you could be doing rather than stressing over your keyword map or your off page SEO right?

In fact it’s probably much more cost effective to pay someone else to do it than learn it yourself, make the mistakes and then actually do the work.

That’s where I come in.

If you want someone to help, who won’t fill you email inbox with jargon and BS, then I’m your man.

Contact me here and let’s see if I can help

Who should I get to write my blog?

Copywriting for SMEs

This is an interesting question

Because the answer is obvious isn’t it?

You need to write it yourself.

But I’m going to argue against that for four reasons.

Reason 1 – I want your work

OK let’s get this out of the way right now.

I’m after work.

I love working with SME’s and the first reason I am going to argue against writing it yourself is because I want to write for you.

If that seems a bit upfront, the fact is that I prefer to be honest and actually there’s always that elephant in the room.

So now we’ve got that out of the way, let’s get onto the more important reasons.

Reason 2 – You need an expert

Now I’m a bit of a pain for tradesmen because I think I can do pretty much anything myself.

I can plumb, I can do electrics, I can decorate.

But the truth is I never do it quite as well as REAL tradespeople.

It’s never quite as quick, never quite as good quality and I never know those hidden little tricks that real professionals know that gives you an all-round better job.

Reason 3 – The money

You are going to have to pay people to write your blog.

But, here’s the thing – while they are writing your blog, you can be off doing other stuff that is probably going to earn you more money than you are spending.

Net win.

I have a client (and good friend) who always says he could write the stuff that I do for him, but what I do in an hour would take him at least half a day.

He’s right. He’s every bit as good a writer as I but he’s not as quick.

So even if we charge exactly the same hourly rate, paying me to write his blog saves him four times as much as it costs.

Reason 4 – You’re too close to it

This is a mistake I see a lot of people making.

You see you know your industry intimately.

You know all the words and phrases

You know all of those damned Three Letter Acronyms (TLAs)

So that’s what you write and truthfully anyone in your industry will love your blog.

They’ll really get it and they’ll know exactly what you are trying to say.

But your customers won’t.

And who would you prefer to understand your blog; your competitors or your customers?

You may well know your expansion tank from your PCB and your diverter valve but what your customer is asking is can you fix my boiler?

Get someone you like

Bit of a controversial one this but I’d say the first thing you need to look for is someone who you like or, more specifically, who’s work you like.

Check out their style and see if it strikes a chord.

I’m always very sceptical of writers who say they can write in any style.

Our personalities always come through in the end.

So choose a professional writer, choose someone who may well have industry experience (although this isn’t as important as you may think) but more than anything choose someone who you think will give your blog what it needs.

For the record I can write in a professional manner suitable for professional services type firms like accountants and the like, I can write fairly informally, like this blog or I can do music blogs.

But I can’t do a health and beauty blog because it just isn’t me.

So who SHOULD you get to write your blog?

Well if not me then…

Have a look at websites that you enjoy reading and ask who writes for them and if they might be available.

Bigger sites will have staff writers but SME’s will be using freelancers like me.

Check out facebook and Linkedin. Just search for copywriter, blog writer, a content marketer that sort of thing.

Check out their posts, and have a look at their website.

Ask around, do any of your business contacts have a writer they would recommend?

Get yourself down to the local networking group, there will always be one or two of us hanging around in the corner with our hunched backs and pale complexions.

And if all fails then give me a shout because I might be able to help.

How to choose blog subjects

How great content can boost your SMEs sales

One of the biggest things that stops people writing is not being able to choose blog subjects.

In this post, I’ll give you some practical steps that will help you generate useful subjects to write about.

Let’s assume that you have your marketing plan and you know what you want to happen as a result of your post.

You may want to direct people to a giveaway or you may want people to get in touch or you might even just want to fatten up your website on a specific area of your work.

So how do you decide what to write about?

Well, the first thing is to focus on the sort of problems that your customer needs fixing and more importantly the sort of questions they are asking.

Because if you look at Google search results you’ll see a box like this

I put in the search box ‘toilet valve’ and Google comes back with a series of questions that people ask about toilet valves.

This is the way that Google works. It promotes pages that answer the questions that people ask.

And to a large extent, if you sell toilet valves you’ve just found your first four blog subjects.

Unlike our politicians, you just need to answer the questions that Google asks in a clear and concise manner.

And the great thing is that if you click on one of the suggestions it takes you to another search page that has four more suggestions. Bonus!

Use some software

I sometimes use Answer the Public which is an epic tool that will give you a series of blog subjects based on a single term.

For example, let’s say you have decided to produce content based on your marketing plan for car tyres.

I typed ‘car tyres’ into the search box and it gives me this

Answer the public search based on car tyres to help choose a blog subject

Which is a massive list of potential subjects. Possibly too many.

Narrow it down

Answer the public will sometimes give too many suggestions and so I’d advocate for the idea of focus. (You can find out more about focus here)

Choose a very tiny aspect of car tyres such as fuel economy and then write a series of blogs that cover every single aspect of that tiny focused area.

Choose your blog subjects that make you a subject matter expert on a tiny aspect of your business.

Once you’ve exhausted one small area then move onto another.

Use the title to generate your subjects.

There are a series of title types that consistently generate hits.

You can find out more on my titles post here but in essence, you use a combination of these titles;

If you click on any of the above then you can find examples of each linked.

Using these old reliable titles gives you a series of subjects you can use to generate your blog posts.

Choose blog subjects with care

It’s important that you don’t just write blogs willy nilly.

You need to choose your subjects to make a coherent picture of who you are and what your business does.

This will give your readers and of course the great god of Google a clear understanding of what you are about.

Having a marketing plan is the first port of call as it will give you a clear idea of who you want to talk to and what you want to say.

Choosing your blog subject is a natural result of having done the work on your marketing plan.

Give me a shout

I admit that not everyone loves writing as much as me so if you’d like someone to take the pain away then why not drop me a line?

I’ll talk you through the process and we can decide whether my service would be right for you.

Clicketty click

How do you write a small business blog? 10 tips

I write blogs for businesses

One of the best ways to promote your business is to write a small business blog.

They are cheap and very effective but for first-timers it can be a bit daunting sitting in front of a computer.

So here are some tips from me to help you get started.

#1 Just write something, anything.

Most professional marketers and blog writers will tell you that the biggest mistake people make is in starting to write too soon (I cover this in the next tip).

But if you are absolutely brand new to blogging then the first thing I reckon you need to do is to get something onto the web.

Use a simple platform like Blogger to set up your own personal blog and just fire away.

Write something you are passionate about and just let the words flow.

If you don’t publicise it then it’s unlikely anyone will read it so you can just write with no worries.

When you come to write your actual small business blog then you won’t have any fear about writing because you’ll be an old hand.

#2 plan plan plan

When you are ready to set up your own blog then before you even write word 1 you need to sit down and plan.

It is all too often the case that people get all enthusiastic and blatt off thousands of words fairly randomly.

You need to do a little bit of research and thinking about what your target market is looking for.

Then write your blogs to match the needs of your customers.

#3 Focus

In a similar way to point number 3, writing a large number of blogs about a large number of subjects has two problems;

The first is that you become a subject matter expert in nothing and the second is that it is either very expensive or doesn’t get done.

With the best will in the world if you set yourself a target to write 500 blogs a month you are probably going to get bored by day 1.

Instead, focus on a specific subject that is very narrowly defined to a small section of your target market and then write blogs around that so you cover it brilliantly.

#4 Think about what value you are going to add

You’re really passionate about your business which is great but unfortunately, this can blind you to the simple fact that actually most people really aren’t.

What they are passionate about is solving a problem.

Essentially, when they read the title of your blog your potential customers are asking ‘What’s in it for me?’

So what problems do your customers have?

How can you help them solve their issues?

How can you add value?

If you can answer these questions then you have already got the titles for your first three blogs!

#5 Little and often

It is really easy to get enthusiastic about blogging, especially when you have a great story to tell but hold your horses.

So often what happens is people write up a few articles (normally between 4 and 8) and then get bored, dispirited or have to go back to the business.

Set yourself a task to write 1 article a week, maybe 2 if you think you can.

Two articles per week over ten weeks will work much better than 6 articles at the start and then nothing for three years!

Oh and if you don’t believe that this is what happens then have a look at some of your competitor’s websites. You’ll find that consistent blogging is a rarity but that the ones that do are normally at the top of the Google search rankings.

#6 Think about your titles

Titles are really important.

In fact a recent survey said that 75% of people only read the title of a blog*

So getting your title right is really important.

Have a look at these articles to find out how

#7 Choose your tone of voice

We all have a tone of voice and so do our businesses.

You need to decide what tone of voice your blogs are going to have.

For example take a look at two blogs, one from Grant Thronton, one of the top Accountancy practices and this one from Giff Gaff who are my mobile phone provider

One is all corporate and serious and one is like a mate down the pub.

The one thing I would say is that you should feel natural writing in this style.

You’re going to annoy someone with your blog, whatever you do so you may as well feel comfortable about the writing process.

Writing a small business blog should be something you enjoy doing, after all, you are writing about your passion so if you find that the tone of voice you have chosen stifles you then you need to think again.

#8 Set aside some time

I set aside an hour twice a week to actually sit down and write some of my own content.

This is good because it forces me to refuse calls, ignore the internet and actually think about my own business.

Too often we get distracted working on what we think of as ‘real’ work and then neglect our own marketing.

But marketing is important and the time you need to make sure you do some is when you are busy because when you are not busy it will be too late.

The side effect of making sure I write my own stuff is that it gives me some really nice time to sit quietly and do something I enjoy. Win win!

#9 Think about a series

Google loves useful sites and the way that it works out if your site is useful or not is by looking at how many people go to the site, if they read more than one thing whilst there and if they return another day.

So think about doing a series of articles that all link in together.

So perhaps you may want to do an article on how to order flowers for your wedding.

I’d always suggest breaking that up anyway because it will be a bit long but breaking it down into its component parts and then doing a series will get people to read more and come back again and again.

Plus of course, you are giving people more, easy to read content and thus more value.

#10 Remember that this is an investment

Having a blog is a great investment because it gives your business credibility, creates loyal customers and ultimately gets you sales.

But none of this happens overnight.

You have to be persistent and see it as an investment of your time because in the end, it will pay massive dividends.

#11 Bonus tip – think about partnering up

OK so I know it said ten tips and I know that will really annoy some people but here goes.

Think about partnering up with a blog writer who will produce your content just the way you like it.

Generally speaking they will give you a discount if you book a series and you can then forget about having to sit down and do something you don’t want to do.

The only problem you have is finding a really good blog writer…

*Another recent survey said that 95.3% of all statistics are made up.

What is content marketing?

Yellow tomato - I write content for small businesses

You may have heard people mention content marketing and wondered what on earth they are talking about.

Content marketing is simply the practice of providing something of value to people.

It might be;




White papers

Or any number of other things that give some value to the consumer.

It’s not just online though.

You can invite clients to a free workshop on management accounting or a budget update or anything that provides them with value.

Why content marketing?

I’m quite active on LinkedIn and I go to a few networking events.

There seem to be two types of people that inhabit these places.

Salesmen and what I like to call normal people.

When you first meet the salesman* they immediately launch into their customer qualifying script.

This happens on LinkedIn a lot.

You connect up and the very first email you get is “Hi Stuart thanks for connecting. I was wondering how you are getting on with your photocopying and printing set up at the moment….”

Frankly they get instantly disconnected!

If I really want to discuss my printing requirements then I will choose to speak with someone (hold that thought).

Networking meetings can be even worse because you are right there in front of them and it’s difficult to find a polite way to extricate yourself.

Someone who stands there and tells you the entire history of their double-glazing company and why you really should have a deep and meaningful chat with them about your house and how to reduce your fuel bills. Aaaargh!

Normal people however work in an entirely different way.

You enjoy a chat about cars or flowers or whatever it is and happen to mention that your herbaceous borders need a seeing to and your new friend says they know a really good gardener…

Or you are chatting and mention how difficult it is to find a good HR platform and they suggest you check out PeopleHR because it worked really well in their company…

All of a sudden, because they have given you something of value with no gain for themselves you feel better about them.

And next time you are needing a virtual PA or a graphic designer OR A COPYWRITER then you’ll perhaps ask them because they are trustworthy.

And that is exactly how content marketing works.

Content marketing gets you customers like no other method of advertising.

It’s more cost-effective and it’s long-lived and if you do it right it can be used again and again.

*OK look I know this is the worst caricature of a salesman ever. In fact, my friends in sales would say that’s the exact opposite of a professional salesman, but I’m using it to make a point.

What kind of content marketing works for accountants?

Yellow tomato writing great content for accountants

I produce content for all sorts of small businesses but one area where this works really well is that of professional services generally, and specifically for accountants’ firms.

If you are an accountant or bookkeeper you may be wondering if it’s worth investing in producing content for your marketing.

My clients all say that having high-quality content drives more hits to their websites and produces many more sign-ups to newsletters and direct enquiries about specific services.

So in this post, I’d like to look at some of the sorts of content that works really well for accountancy firms.

Blogs about current issues

One of the best methods of gaining direct enquiries is to have something of value about a current topical issue that will affect your clients or potential clients.

A good example would be IR35.

As seems to be the new way that HMRC work, their publicity of this issue has been woeful and smart practices have produced blogs, newsletters, social posts and whitepapers in an effort to keep their clients informed and to drive enquiries from new leads.

A well written, informative post is more likely to gain traction with your target market.

I think we are all aware that accountancy topics are never going to be world-beaters but what we are looking for here isn’t a quantity response but more a quality response.

White papers and eBooks

These are an excellent way of gaining sign-ups and indeed you may even have signed up for something like this yourself in the past.

Yes, they take more work to put together but I’ve found that the more effort you put into something then the more response you get.

This is something of real value that people want to access and can really bring you a source of great quality leads.

After all the people that bother to give you their email addresses are quite clearly serious about the topic and are searching for information.

If you can help them in their search then they are going to be much more interested in a pre-sales approach.

In other words a ‘warm’ lead

Useful templates

This is an interesting one because it seems like you are giving people a method of doing your job.

However, what I have found is that a well-designed template can actually get people to contact you for more help.

When GDPR was on the horizon I wrote a series of articles for a client on the subject, but also we did a free download assessment template.

This allowed the company to go through their data and work out where they needed to do some work.

It also gave the client an email address.

We sent out an email thanking the person for their interest and letting them know that my client was available to help should they need it.

What they found was that their clients downloaded the form, did the work and then realised that they needed outside resource to help them complete the project.

Guess who they called?

Original research

This is an old one but it’s no less useful in the internet age and perhaps easier to do.

The great thing about producing original research is that busy sub-editors love to do publicity for you.

So for example, let’s imagine you love working with buy-to-let landlords and you produce a piece of research that said landlords were looking generally to buy more property.

I can pretty much guarantee that you would have little problems getting this into the trade press and certainly the local press.

The benefit?

Firstly you set yourself up as the subject matter expert for landlords but also you’ll find that you get a massive boost in hits to your website, this, in turn, will push you up the Google search rankings.

Imagine also the thoughts of your current clients when they find out that their accountant has produced some content that they see in the local paper business pages.


These are a great way of reminding your clients that you exist once a month or quarter.

Let’s be honest, many clients don’t really think about you much in their day to day business lives.

in fact what happens is that there is a specific issue such as their CT reminder popping through the door that gets them to contact you.

Content for accountants doesn’t need to be fancy though.

But writing a regular, interesting and useful newsletter keeps you at the forefront of their minds and allows you to introduce other services subtly into the conversation.

New clients, charity events, local business news, all things of general interest are good for your newsletter.

Case studies

This is probably the one type of content that I would say is an absolute essential for an accountant’s website.

They are so powerful that having a relevant and well-written case study almost makes a sale certain.

Admittedly, you will need maybe half a dozen to make it credible but they are probably the second most clicked on pages on my clients’ sites.


If you are around the same age as me then you probably can’t understand the obsession with video but I promise you this is an exceptionally powerful form of content.

You have to have a certain sort of personality to be calm and insightful on video, so if this isn’t for you then don’t worry.

It’s pretty easy to get an animated video made and a professional voiceover for your words.

It doesn’t need to be long either (in fact it is better if it is short), just one point per video made simply and clearly.

Again, Google loves video and you’ll often see a video that answers a specific question right at the top of the search rankings.

Check out Doodly or Videoscribe for great whiteboard animation tools at reasonable prices.

In fact, also watch the example explainer video on the Doodly site to see what you could do.

Getting great content for your Accountants or Bookkeeping practice

These are the best types of content marketing for accountants and bookkeepers in my experience.

Having something that shows your experience and training adds credibility to your site and drives engagement from your clients.

It warms up potential leads and can get people thinking about your firm as the through leader in a specific area.

I know it’s difficult to find the time to write blogs etc and I’d like to take that problem away.

I write professional content for professional companies and if you’d like to have a chat about your particular situation then why not drop me a line?

How you can get more business using fresh and useful content

Yellow tomato - I write content for small businesses

If you are anything like most small business owners then you could probably do with just a little more work – the cream off the top, the icing on the cake sort of thing.

Maybe your website is working well or maybe it’s just tumbleweed blowing across the screen but either way, an excellent method of getting more work from the same asset is to have fresh and up to date content for potential buyers.

So what you really need is a content marketing plan

It’s always good to have a plan

But don’t worry, your content marketing plan doesn’t need to be all singing and all dancing.

What it needs to do is identify the people you want to work with, where they hang out, the questions they are asking and how you are going to answer them

Let’s take an example

Imagine a business that supplies In Car Entertainment systems (ICE).

First question – Who are their ideal customers?

They aren’t selling to young mums I would suggest, or retired people or school kids.

So we know that their content probably needs to be aimed at drivers, probably 17-35 and predominantly men (I know sexist).

And this is the important point here.

I’m not saying that ICEs are ONLY bought by this demographic, but what I am saying is that this is by far the largest market.

So chase it.

Where do they hang out?

I reckon it’s largely pointless getting editorial content into the Guardian.

People that read the Guardian are less likely to be in your target market.

Where do 17-35 year old men hang out?

Youtube, Facebook, maybe Insta

So now you need to get some content up that will speak to them.

Giving something of value

What is likely to get these guys clicking away from Facebook?

Something that they need or something of interest

And so you need to look for people who maybe have been searching for new cars, or who are members of car interest groups.

These are the people who are more likely to want to buy or upgrade their ICE or want more bits for it or who want advice about it.

So you’d look to produce content on ‘the 5 best head units released this year’ or ‘About to fit a new stereo? Don’t make this common mistake’.

Promote the right content in the right place and you’ll get clicks

Get people out of a bind

So far the content suggestions have been for when people are actively searching for something they are going to do but what if they find themselves stuck?

Don’t discount the power of videos as a way to drive sales.

I recently fitted a stereo to my Jaguar (I’m not that rich, it’s a 15-year-old x-type!)

The problem was that none of the fittings were the same so I had to search for how to fit it and what items I needed.

As it was there was no provider who had put on a video and I found some guy in Kentucky who had posted a vid of him doing exactly the same thing.

Now if our imaginary ICE store had posted a video that showed how to do it and then linked to a shop page where I could have bought the DIN converter, ariel converter and trim surround then I am pretty sure I would have bought.

Here’s your homework.

So if you want to make a difference to your business with fresh content then what should you do?

Firstly sit down and write out a pen picture of your ideal customer.

Then find out where they hang out. How you can connect with them. What they are searching for.

Then plan your long-tail keywords to suit.

Once you have your keywords then get your content produced.

Either do it yourself or find an amazingly awesome copywriter or video content producer.

Now, where could you find a copywriter???

Here’s the ad

OK so copywriting is what I do.

It might be blog articles, website content, eBooks or video and advertorial scripts but if it’s words then I am your man.

I can even help you plan out that marketing and work our some suggestions for those pesky long-tail keywords.

You can find out about my services here

Contact me now and let’s see if I can be of help.