70% of the accountants we spoke with last year were intending to get underway with a content marketing strategy. Indeed, regular blog posts can drive your
strategy as they give you content to post across your social media channels, and to email through to your clients and prospects. These posts will help
drive traffic to your website, increase your conversion rates, and help you increase the profile of your brand.
We share our 5-step blog post writing formula.
1. Make time
It's easy for tasks that you're less comfortable with to slide to the bottom of your list. Commit to a monthly post to begin with, then look to build to a weekly post.
Make it a habit. Take the opportunity to showcase your brand and potentially become a thought leader.
2. Find a topical topic
What is your niche? What are your business owner clients interested in? Put yourself in the shoes of your clients, talk with them about their business challenges and really try and understand where they're coming from. Join groups or go to events related to their vertical and get a feel for the conversations people are having.
Having empathy gives you an angle from which you can add your own perspective. Then find your authentic voice to share your passion and expertise, because people really do want to hear what you have to say.
3. Minimum of 3 points
Now these aren't necessarily bullet points, but breaking your text into sections, arguments, or paragraphs with nice headings makes it easier to read. Consider your keywords, links and any attribution required from the angle of relevance to your audience - and you'll find the search engine algorithms like this approach too.
Blog posts tend to be scanned for relevant information and headings, so give consideration to your overall layout, formatting and font.
4. DIRECT LANGUAGE
It's rude to shout, but using convoluted, elaborate, labyrinthine and Daedalian language is the best way to lose your readers. Once you've written your post try reading it conversationally, and if it sounds like a Uni essay cull some words. Mark Twain is reputed to have said "I didn't have time to write a short letter, so I wrote a long one instead."
We're time poor, and quite frankly a blog post that doesn't get to the point is quite simply a waste of good reading time.
5. Bring it back
The final sentence or paragraph should tie your points together, perhaps with a call-to-action.
Call to action
Okay, so we can also help. If you'd like to have the blog section of your website updated regularly check out our monthly content subscription here. We also offer assistance with your content marketing strategy execution.
Please contact us for more information, and let us know how you get on.