BEYOND BLOGGING: REAL MARKETING FOR ACCOUNTANTS

Blog, blog….blah, blah. What’s the point? Certainly we blog to improve our standing andranking in search engines, but is this type ofmarketing for accountantsthe best option? Are we truly imparting critical information, needed wisdom and providing resources or are we just sounding off. Don’t get me wrong, I enjoy a good rant as much as the next person however, too many blogs are either rehashing old subjects, simply lacking depth or have become a stage for emotional rants. Does our blogs reek of self-promoting, announcing the latest company creation or does it offer real value to its readership.

I have been writing blogs for a couple of years now and I believe writers need to apply a filter to their work. It’s time we put some meat to the bones. Stop rehashing old topics and bring to life “todays” news and happenings. If we spend the time researching orbecome experts in a fieldshare that knowledge. In the fast paced information age we sure could use the resource of someone’s advice and wisdom.

When a corporation writes about itself exclusively the readers recognize this marketing and self-serving approach and they simply turn off. If you arewriting,give the readers something to sink their teeth intoand hopefully they will come back for more. While press releases announce important info they should not be the sole content of a company’s site. Create separate blog categories and power your blogs with selections other than marketing and company news. When necessary take and create different blogs that share the same space. Cover areas like news, reviews, case studies and your blog. This kind of separation gives readers a variety and a choice.

Here are my 7 tips to successful blogging:

1. Always provide personal insights. If you have experienced something personal, the chance that others have too will give you a connection to your readers.Wisdom is always welcome.
2. Separate news from your blog. Don’t be confused. Blogging is not announcing new happenings or products your company has. While you may sprinkle “news” in a blog, it cannot be the entire blog.
3. Keep blogs short.mall digestible portions are best, but if you must write long break your blog into two or more parts to be release at a later date.
4. Give your readers interesting facts or video. While you hope readers are transformed by your writing most will remember very little. Help them with a few facts orinteresting videothat sticks out and hopefully it will stick with them.
5. Provide a list of information for a quick read. None of us have as much time as we would like. A list provides readers for a quick read option.
6. Give it away, don’t ever charge! However you can require an email address from readers. Otherwise you will never be able to measure the success of your blog or reach your audience in the future.
7. Always use Keywords. If your business isPractice Management for AccountantsorHow to Save $20,000 on Your Return, then be sure to use keywords in your blogs.