This document discusses content marketing strategies for accountants and bookkeepers. It recommends focusing on answering common client questions through blogs, guides, videos and other content. The content should be published across various channels where the target audience can be found, such as websites, social media, and email. Content fuels all aspects of marketing by establishing credibility and expertise. While content takes time and skills to produce, external help from specialist companies or freelancers can assist firms that require support. The overall message is that content marketing works by "pulling" potential clients through useful information rather than traditional "pushing" advertising methods.

1. Content Marketing
Presenter: Matt Wilkinson, CEO Bizink
Web: bizinkonline.com
Twitter: @bizinkonline | @mattwilkinsonnz
#marketingquickstarter

2. About me...
Matt Wilkinson, Founder & CEO of Bizink
Over 15 years working in online business
Worked exclusively with accountants &
bookkeepers since 2010
Bizink is a Preferred Website Supplier to
MYOB Partners
Work with firms in US, Canada, UK,
Australia and New Zealand

3. What we’ll cover…
What is content marketing?
What content should you create?
Where should you publish content?
Curating and sharing content
Getting external help

4. What content marketing isn’t
An listing in the Yellow Pages
A radio advert
Networking events
ie. How marketing used to work

5. What content marketing is
Blogging
Social media
Webinars
YouTube
ie. How modern marketing works

6. Outbound vs Inbound
Outbound is ineffective (pushing)
Inbound is about pulling
Content drives inbound
Give away to get back

7. Perfect for Accountants & Bookkeepers
You have expert knowledge (hopefully!)
Content lets you prove it (show vs tell)
You already doing when you talk to clients

8. Fuel for your Marketing Machine
All successful online firms use content marketing
You already doing when you talk to clients
Website, social media, email, SEO all need content

9. Live Example
This webinar series:
• 6 webinars
• Recordings on YouTube
• Slides on Slideshare
• Blogs posts on MYOB Pulse, Bizink, LinkedIn
• Social media campaign by MYOB & Bizink
• Content giveaways
• Email marketing campaigns

10. “Traditional marketing and advertising is telling the
world you’re a rock star. Content Marketing is
showing the world that you are one.”
Content Marketing Institute

11. What content should you create?

12. Wow!!! The General value
shifting regime (GVSR)
applies to arrangements
that shift value between
assets, causing
discrepancies between the
market values and tax
values of the assets.

13. What are your clients’ pain points?

14. “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!

15. Answer a client question in detail
Clients have the same issues as prospects
Specific is good
How to get ideas for content

16. “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!

17. Where should you publish content?
Message is more important than medium
Where is your audience?

18. Main Types of Content
Blog
Ebooks, guides or reports
Video
Events/Online events
Infographics
Email

19. Capture data
Don’t rely on “Field of Dreams” thinking

20. Curating & Sharing Content
Quality over quantity
Add your own spin
Digest blogs and newsletters work well

21. Getting External Help
Content is hard: knowledge, skill & time
It’s not free!
Use an specialist company like Bizink
Hire a freelance writer

22. Final Thoughts
Content drives every part of our marketing framework:
• Different
• Credible
• Authentic
• Visible

23. Summing up
Content fuels your marketing machine
Focus on pain points
Message is more important than medium
Re-purpose to get more bang for your buck
Sharing: quality over quantity
External help: sometimes paying is better value than free

24. Next Marketing Quickstarter Event
Social Media
We will cover:
• Does social media “work” for accountants?
• Which social sites should you use?
• What content should you post and share?
Date & Time
Thursday 13th October AEST: 1 pm | NZ: 3 pm

25. Any questions?
Bizink is a Preferred Website Supplier to MYOB Partners
• Special pricing
• Exclusive content
• We make it easy to have a winning website!
Learn more: bizinkonline.com/myob