Accounting Firm Blogs
JUNE 29, 2011:
Brian Bierbaum, Vice President of Strategy and Growth
Blogging is becoming more and more prevalent in the accounting profession. Michele Golden, one of the Top 100 Most Influential People in Accounting according to Accounting Today, has a blog where she lists the many accounting firm and related industry blogs currently out there. If you watch it for some time, you will notice that it is growing every month. I think this is a clear indication that the accounting industry is integrating digital content into their marketing mix in a good way.
The best blogs use language that is rich, but not over saturated with the right keywords. They also incorporate a good mix of thought leadership and engaging content (humorous language and videos, well executed interviews, good counterpoints, etc.). Are you just getting started? These three posts from Jen Joly, our marketing and communications manager, should help you get going.
Here are a couple of blogs Michele Golden listed that I find to be done particularly well (and why):
Farm CPA Today! This blog is great not only for the excellent writing by Paul Neiffer of LarsenAllen, but also because of his blog post titles and the way they are tagged. I thought this one was particularly great: "Question on What is a Hedge?" Imagine how many clients are searching for "what is a hedge?" Notice how the title of the post is right in the URL - that's really helping the SEO for this blog. However, having the domain separate from the LarsenAllen domain means that they're likely not producing any SEO "juice" for the company's main domain. The blog is definitely highlighted on the company's agribusiness page - perhaps they could promote their main site and/or the agribusiness subsection a bit more on the blog to create more cross-linking between visitors of both pages.
The McGladrey Manufacturing Blog. Karen Kurek, a partner and managing director for McGladrey writes great posts on manufacturing topics. The first thing I liked about this blog was that the URL for the blog was a subdomain of the main McGladrey site: mcgladrey.com/Blogs/Manufacturing-Blog. I'm not hyperlinking this here (it is hyperlinked above) so you can pay special attention to the way it set up. This is a best practice for blogging. Read the current URL in your browser and you'll see this is how the Priority blog is set up as well. The second thing I liked was that they had guest posts from others in the practice area, such as this one from Steve Menaker, an audit partner about the summer's business climate.
Are you starting a blog for your firm or are you looking for ways to improve your current blogging efforts. Feel free to ask me a question below, send me an email or contact me on Twitter!
This blog post was originally published on the Priority Blog at priorityresults.com/blog. Priority Integrated Marketing is now BlueSpire Strategic Marketing.