▷ Accountants: how to use the blog in a content marketing strategy? 2020 -

When it comes to selling your services, it’s often said that all techniques are good to take, as long as they do the trick. Is it really a wise decision? It is like Gérard who tells his friend that he will be rich regardless of the routes taken: theft, murder, robbery of the property of others, as long as they give him money, that’s good …

In the perspective of selling your services or products, the blog becomes a great machine if it is used well. Today, I’ll explain how to use a blog in your strategy to attract more customers and sell better.

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What we have not heard in recent years: the blog is dead, it no longer works, it is no longer useful, it must be abandoned. But no matter to those, the blog is still an essential link in your online marketing today. It goes beyond very mercantilist logic to establish a new relationship between the seller and the buyer. While the website establishes a one-way relationship, the blog focuses on exchange, conversational, dialogue.

Using a blog becomes crucial

Let’s take a closer look at these Hubpost statistics:

  • B2B companies that use blogs receive 67% more prospects than those who don’t;
  • class=”goog-text-highlight”>Blogging companies receive 97% more links to their website;
  • Blogs have been classified as the 5th most reliable source online information;
  • The marketers who prioritize blogging are 13x more likely to benefit from a positive ROI.

We see that blogs represent an incredible potential for companies that operate on the web. Integrated into your content marketing strategy, the blog allows you to produce and distribute content tailored to your audience.

As you probably already know, old-fashioned marketing no longer works well enough. Users hate ads like never before and no longer want to receive calls from telemarketers. They don’t even open emails from people they don’t know anymore.

With a blog, you get out of this logic. You avoid irritating your prospects and instead give them what will benefit them.

The benefits of having a blog are enormous, here are a few:

  • It helps retain your audience;
  • It helps to sell without breaking your head and without offending the customer;
  • It helps demonstrate your expertise;
  • It generates leads.

How to put it all in place?

Build the foundation of your blog.

  • Create your blog : WordPress is the easy solution for those who do not know web development and who do not handle code like me. It is easily customizable. And if you have difficulties, freelancers can help you set it up in less than 2 hours.
  • Have a capture system: This is the system that will allow you to collect the addresses of your target through pages made just for that.

Hire a web reactor or content marketer to help you design your content, because you may know your business, but only it can give your content the flavor it needs to be effective.

The tools necessary to launch your blog:

What if you don’t have time to create content?

You can hire a web content writer to help put your ideas into action and advise you on plans for your content strategy if necessary. It’s a long term investment.

Step 1: determine your target

You have to know who you want to serve, because there is no point in chasing after all possible prospects. Mass marketing has rarely paid off. By choosing a specific niche, you are able to know it deeply and know what you can do for it. Are they artisans, SMEs, startups, e-commerce? You have to take the time to choose the type of client you want to work with.

Step 2: Define Your Problems

As soon as you know who you want to serve, you have to figure out what your problems are. What are his concerns? What difficulties does she encounter on a daily basis and which prevent her from progressing in her activity? Since you are an accountant, your target’s concern may be how to pay less taxes or even optimize their accounting management. In the end, all they are looking for is certainly not to get lost in the lots of numbers and seek to outsource their accounting.

For my part, I often hear business leaders say that they understand nothing about these figures and others that they do not want to pay the state too much. At the same time, they are looking for solutions to legally reduce their taxes. But I’m not an accountant, just a web editor. So it’s up to you, the accountant, to solve their accounting problems. And the solution to knowing all of that is to get in front of the target: forums for example are a great place where people express their frustration. You can also go to Facebook groups that target your target, or conduct surveys. Services like Surveymonkey or Google Form will allow you to directly ask her about the problems she is having.

Step 3: Create content

A blog is content. Without content, your blog is unlikely to survive. This step is crucial because it will determine your success.

Creating content should follow the logic of the actions you have taken from the start. Your content must suit your target audience, they must speak to them and help them solve their problem. Also, it must be super good content, epic, that is to say that it will not leave your audience indifferent. The latter must be able to exclaim, jump for joy and even forget their pain, because it will be content made for them, tailor-made. So always ask yourself this question: what will this content bring to my target? Will it help him solve his problem?

Diversify your content

You must vary the forms of content: article, case study, infographic, PDF guide, provision of Excel files, explanatory and practical video. So you’ll adapt to your entire audience and everyone will find something to suit them. We must not forget that everyone has their preferences in terms of content consumption.

As for the title, don’t forget that it must be catchy. Here are some examples you could use for your articles:

  • Tax: 5 tips to pay less
  • Tax: 5 ways to avoid overpaying the state
  • How to earn more by paying less?
  • The definitive tip for managing your accounting like a baby
  • How to stop feeding the state?

Get organized

An editorial calendar will help you plan your content so you don’t get disorganized. He will have to list which content (s) to publish on a given day and at a given time. To put it simply, the editorial calendar will save you from hazardous publication rhythms.

To ensure the success of your blog, you must publish at least one article every week. This has a double advantage:

  1. Show your audience that you are regular and therefore someone you trust;
  2. Give positive signals to Google that your blog is active and therefore not abandoned.

By publishing at least once a week, Google will better index your blog, which will result in better positioning in search results and thus make you more visible.

  • Design and plan at least two PDF guides, an Excel file and case studies per month

You should always have exclusive content in reserve. These contents are generally of great value: ultra simple, ultra explanatory and bringing a precise answer to people. With PDFs and Excel files, you are going to be forced to do a remarkable job. The advantage of these contents is this: assert your true expertise.

Step 4: Promote your content

blog accelerates business

To give more impact to your content, it will be essential to make it discover by the large number, because without visibility, your content is nothing. Don’t make the mistake other people sometimes make when you say “I’ve designed great content, the visitors will come by themselves”. It’s wrong. You have to be proactive.

Email marketing

You must use email to stay in touch with your readers. With each new publication, you can notify them so that they come to read your new article or download your document.

Social media

Today, no activity can ignore social media. This is “the place to Be”. Whether you are B2B or B2C, part of your audience is there, not to mention the influencers who can spread your message to the edge of the web.

Guest blogging

On the sites that your audience regularly visits, you must be there by posting content that concerns them and that resolves their problems. And try to attract that audience to your blog or website by putting smart links in your content. The best strategy to maximize audience gain here is to place a link there that will take visitors to a capture page where they will give their contact in exchange for an item to download.

Co-create content with your peers in your field

You need to partner with people in your field and create collective content. This is all the more important when your partner has more influence than you: you will greatly benefit from this partnership.

Offline Communication

Just because you act online doesn’t mean you should neglect physical contact. One to one meeting has its advantages: it humanizes relationships, builds trust and gives more value to the message being conveyed. In addition, it gives a representative face of your business. To do this, take advantage of exchanges with your partners to place a note, participate in professional meetings in your sector to exchange with your peers, talk to current customers. Why not also involve your direct collaborators? They are the ones who can best spread your message. In short, put in place tactics that allow you to reach your real audience.

The advertisement

With the advertising capabilities of the web in terms of precise targeting, it would be silly not to take advantage of it. Facebook, Twitter, LinkedIn, all offer solutions to help you reach your audience. So, you don’t even have to spend colossal amounts to advertise. Try to think about it.

Step 5: Integrate email marketing into your blog

email marketing

You’ve probably read it on the web: “Money is on the list”. Do you know why ? I will explain to you.

When a visitor arrives at your site for the first time, he browses a few pages, then he leaves and sometimes never returns. What to do in this case? It must be remembered. And this goes through a well-oiled retention system: email.

Here’s how it should go in a simple way.

The visitor arrives at your blog and reads an article. At the end of the article, you will encourage him to give his email address in order to receive your latest exclusive content. This is the first method. The second method is to install a pop-up, that is to say that a window will open at a given moment and ask the user to leave his email address. But the most effective method is to offer something free to your visitor in exchange for their contact details. Imagine that a visitor arrives at your site. Suddenly, a window opens and offers to download a handy PDF guide or Excel file to help him calculate his tax rate easily. In your opinion, don’t you think he is going to want to download these important documents for him?

And when the visitor is on your list, you can subsequently maintain cordial ties with them by sending them regular information that will help them more to clean up their accounts. Here’s how to get a better chance of him becoming your future customer.


In order to propel your blog, I advise you to use the following techniques on yours. You will see the impact they will have on your activity.

Sponsored articles on Facebook

This technique will help you discover your content to a wider range of prospects. To do this, you need a Facebook page to publish an article from your blog. Then go to the Facebook ad manager and advertise to promote your content to a well-defined target. Budget wise, you don’t have to bet big. Even start with 1 euro a day and see how things go before you consider betting more.

Lead generation

Facebook collects email addresses by putting a certain amount of money on its advertising capacity. To do this, design a very practical and useful PDF guide or Excel file. Then go to Facebook’s ad manager and advertise to encourage your target to download the free product. And when she clicks on the Facebook ad, she will be directed to a capture page where she will have to give her contact details in order to download your free gift. Not bad is not it ?


Remarketing is one of the powerful techniques to reach your target and encourage them to buy. Concretely, a visitor arrives on your blog, visits a few pages, goes to the page “my services”, “contact me” or on this other page which offers to download a free product. Then he leaves. Using a code that you put on your blog, you will be able to follow this visitor while he is on Facebook. Thus, he will have the chance to be more in touch with your brand or your offer.


The blog is a great tool that will literally help your business take on color. The companies that use it are seeing an increase in their turnover and an increase in the number of customers day by day. So it’s time for you to start using it today! You will see, the benefits to be drawn are numerous.

Tell me, was this article helpful? Feel free to leave your comments in comments 🙂

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