better blogging for accountants
TRANSCRIPT
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!
“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
How to get ideas for blog posts
“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
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!
Thanks for coming!
Connect with me:Email: [email protected]: @mattwilkinsonnz | @bizinkonlineLinkedIn: nz.linkedin.com/in/mattbizink
Find out more about Bizink: bizinkonline.com/tour