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I spent a long time searching for the definitive meaning of content marketing. I have been using it to grow my business since I launched in 2009, but have never found the “perfect” explanation of it.

My favourite explanation that I stumbled across is: content marketing is using content for marketing. That made me giggle. But, giggling aside, it is just that.

I think the best way to explain it isn’t in a punchy short sentence, but by breaking down the two words.

Content is just that – content.

Examples include:
• Blogging/Articles
• Video
• Podcasting
• Emails
• Newsletters
• Brochures
• Books
• Ebooks

You get the gist…

And marketing is marketing.

The promotion of “something” for the sale of your products or services. Marketing is thinking about the business in terms of customer needs and their satisfaction.

So, content marketing is the creation of content that is relevant to your customers’ needs and is there to satisfy them. It is all customer centric.

Let me give you a couple of scenarios.

Scenario 1
You run an accounting firm that specialises in getting start-ups, set up.

Ideal client acquisition is slow, and you are spending your time frustrated.

You want to do better next year so you start a blog on your website and publish articles on starting a business. Answering questions like “Should I be VAT registered?”. “Should I be Ltd or a Sole Trader?”. You write a few posts a week and eventually these posts are getting seen by Google, getting read on LinkedIn and the number of visitors to your website triple in the first 6 months.

After a few months you start to get more people recommending you as the best accountant  for those starting a business. Your LinkedIn profile gets more requests to connect with people, and you get asked to speak at events.

When people are Googling about starting a business, your blog posts are coming up and they are subscribing to hear from you via email.

They decide that rather than trying to set themselves up and do their accounts on an excel spreadsheet every year, it would be easier to ask your practice for help. You are clearly way more qualified than they are, so they get you to help them.

They call you, or come for a meeting, and when you give them the cost of you doing their accounts they sign straight away. They don’t say you are more expensive than your competitors, they accept that you know what you are speaking about and are the expert. They know this because they have been reading your blogs for 3 months. They are happy to pay for your expertise.

You get more ideal clients. You start to close more enquiries. Your phone rings like clockwork. You are remembered, recommended and referred.

Scenario 2
You are fully booked. You have too many clients and are struggling to serve them all. When you read about lead generation you balk at the thought of having to serve more people.

You are frustrated that you can’t get good enough staff to work with you as you are a small practice. The people who apply to work with you are unqualified and not very good.

You decide that although you are fully booked you will start to market your firm. Unsure on what will happen you question the need for it, but continue anyway.

You start to write blogs for your best ideal clients. The ones who pay you exceptionally well, never ask for anything and recommend you.

You know who these ideal clients are and they all have something in common. For example; they are property investors.
You also decide to enhance the customer journey that clients take with you. You put in place emails and articles written for your clients, not just for prospects. The extra value you provide to your clients through articles and customer service gives your practice a great reputation.

Two things start to happen:

1) More property investors start to reach out and ask you for help. You don’t want to turn them away so you stop working with the smaller clients that pay you nothing and are always on the phone, and you free up your time to work with ideal clients.

2) You start to get talked about and referred to as aa accounting practice that is great to work at. Clients are shouting about how great your firm is, and you are winning awards for results and customer service.

You start to attract enquiries about working for you. You attract a better calibre of candidate, and you have a queue of applicants waiting for your next vacancy. They want to be part of your award-winning buzzing business. Your team grows organically and your accounting firm is being remembered, recommended and referred.

And those two scenarios pretty much sum up this craze known as content marketing.

You create content to help, and you attract clients, great staff and opportunities. The more content you produce, the more opportunities you will attract. One tiny caveat. It has to be great content.

What do we do at TwentyTwo?

At TwentyTwo Agency we specialise in helping you create a strategy, attract ideal prospects, convert them into clients and get remembered and referred. Our specialities include content marketing, blog writing, email newsletter management and social media management. We are a content marketing and digital experience agency for accounting firms. We ensure you get remembered, recommended and referred.

To find out if we can help you, reach out to our team by emailing me [email protected]


To download our ebook and get a list of 100 marketing ideas for your accounting practice click here for the 100 Ways To Market Your Accounting Firm 


What do we do at TwentyTwo? 

At TwentyTwo Agency we specialise in helping you create a strategy, attract ideal prospects, convert them into clients and get remembered and referred. Our specialities include content marketing, blog writing, email newsletter management and social media management. We are a content marketing and digital experience agency for accounting firms. We ensure you get remembered, recommended and referred. 

To find out if we can help you, reach out to our team by emailing [email protected]