Content Marketing for Accountants & Bookkeepers - MYOB & Bizink Webinar

of 25 /25
Content Marketing Presenter: Matt Wilkinson, CEO Bizink Web: bizinkonline.com Twitter: @bizinkonline | @mattwilkinsonnz #marketingquickstarter

Embed Size (px)

Transcript of Content Marketing for Accountants & Bookkeepers - MYOB & Bizink Webinar

  • Content Marketing

    Presenter: Matt Wilkinson, CEO Bizink

    Web: bizinkonline.com

    Twitter: @bizinkonline | @mattwilkinsonnz

    #marketingquickstarter

  • 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

  • What well cover

    What is content marketing?

    What content should you create?

    Where should you publish content?

    Curating and sharing content

    Getting external help

  • What content marketing isnt

    An listing in the Yellow Pages

    A radio advert

    Networking events

    ie. How marketing used to work

  • What content marketing is

    Blogging

    Social media

    Webinars

    YouTube

    ie. How modern marketing works

  • Outbound vs Inbound

    Outbound is ineffective (pushing)

    Inbound is about pulling

    Content drives inbound

    Give away to get back

  • 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

  • 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

  • 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

  • Traditional marketing and advertising is telling the world youre a rock star. Content Marketing is showing the world that you are one.

    Content Marketing Institute

  • What content should you create?

  • Wow!!!TheGeneralvalueshiftingregime(GVSR)appliestoarrangementsthatshiftvaluebetweenassets,causingdiscrepanciesbetweenthemarketvaluesandtaxvaluesoftheassets.

  • What are your clients pain points?

  • 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!

  • Answer a client question in detail

    Clients have the same issues as prospects

    Specific is good

    How to get ideas for content

  • 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!

  • Where should you publish content?

    Message is more important than medium

    Where is your audience?

  • Main Types of Content

    Blog

    Ebooks, guides or reports

    Video

    Events/Online events

    Infographics

    Email

  • Capture dataDont rely on Field of Dreams thinking

  • Curating & Sharing Content

    Quality over quantity

    Add your own spin

    Digest blogs and newsletters work well

  • Getting External Help

    Content is hard: knowledge, skill & time

    Its not free!

    Use an specialist company like Bizink

    Hire a freelance writer

  • Final Thoughts

    Content drives every part of our marketing framework:

    Different

    Credible

    Authentic

    Visible

  • 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

  • Next Marketing Quickstarter Event

    Social MediaWe will cover: Does social media work for accountants? Which social sites should you use? What content should you post and share?Date & TimeThursday 13th October AEST: 1 pm | NZ: 3 pm

  • 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