3 ways to get your blog to drive more client enquiries

Most accountants approach blog content wrong.

And this is likely one of a few key reasons why your blog doesn’t generate many (or any) enquiries.

Worry not, I’ve got 3 simple solutions for you which I’ll share below…

Since January I’ve spoken to north of 30 accounting firms ranging in size across the UK, USA, Canada, and Australia. 

Some of these are managing content creation in-house - the partner/director is writing it or maybe another staff member.

Others, more worryingly, are working with external agencies. 

Either way, here’s what the typical process looks like:

Note - this is about blog content but the same issue applies to pretty much all content marketing: Linkedin, Podcasts, Youtube etc. 

80% of production time is spent writing and creating:

• Writing content

• Editing

• Making pretty featured images to include

And then the final 20% of time is spent distributing it:

• Share once on social media

• Include a keyword in the headline

• Bury it in the newsletter that doesn't get read.

The result: barely any views, and little to no enquiries. 

Does this sound familiar? 

If so, here's what you need to do...

Flip it.

Creating content for your blog is great, but it's only great if people consume it.

You need to spend 20% of your time creating, and 80% of your time getting as many of the right eyeballs on it as possible.

This doesn't mean compromising on quality…

It means creating quality content and investing the right amount of time needed to get people to consume it. 

So, how do you do that?

Here are 3 simple ways to get more ideal prospects to consume your blog content:

1. Contextual distribution and repurposing 

You spent all that time writing the blog, why not put it to work in other ways?

Contextual distribution and repurposing are how you do that.

Here’s what that means in simple terms…

Most people’s approach to sharing blogs is to add the link to Linkedin and hit post.

But here’s why that’s a mistake:

• The Linkedin algorithm penalises external links and reduces your post impressions (it doesn’t want people to leave the site)

• People want to consume content on Linkedin - when I’m scrolling through the feed I don’t want to have to keep clicking off to other sites. Some things will get me to do that, a blog likely won’t

• It’s too passive and offers little to no value to your connections

So what should you do differently?

You need to contextualise the content. Contextual distribution means taking your content and tweaking it so it’s relevant to the context in which you’re sharing it. 

Replace context with social media channel and you hopefully see what I’m saying. 

So to contextualise blog content for Linkedin, you should:

• Write text posts or create carousels that summarise the key points of the blog content - this means people can consume your content and get value without needing to leave the platform

• Include a link to the blog in the comments - this way you don’t risk getting penalised by the algorithm and you won’t lose out on impressions

For the average blog post, I would guess you could easily create 2-3 Linkedin posts covering key points and include a link back to read more in the comments section. 

Is it more work? Yes. 

Will it drive better results? Absolutely. 

This newsletter is proof of this concept working in action…

Here is my Linkedin post where I added value, shared some ideas, and included a link (in my bio, not the comments). Imagine this was a Linkedin post with a link to a blog vs. a newsletter.

And here are some of the people that subscribed to this newsletter (imagine that was people clicking to read your blog) as a result of the Linkedin post.

2. Create a distribution checklist

Marketing is so much more efficient when you work from systems and processes.

We have a ton that we build for our clients including this one…

A content distribution checklist.

This checklist outlines all of the ways you can and will distribute every piece of blog content that you create. Each content piece isn’t complete until every box has been checked off.

When creating your checklist:

• Start by noting down all of the marketing channels you use (if you’re not sure which then read this article here)

• Then for each channel, note down all of the ways you can distribute it e.g.

  • Linkedin - 2x text or image posts

  • Email - include once in newsletter + send once as a dedicated email

  • SEO - optimise for all relevant keywords and link back to other articles

• Next to each, add a timeframe for when you will do it e.g 

  • Linkedin post #1 - On publish date

  • Linkedin post #2 - 1 week later

Also, make sure to schedule space and time to promote this again multiple times in the future. Most people can’t remember what they read last week never mind a few months back, so keep re-sharing content that resonates. 

Here is a recommended cadence assuming the content is evergreen:

• Day 0 - Publish date

• 1 month later

• 3 months later

• 6 months later

• 12 months later

3. Always be testing!

We have 3 core values that we live by at Troika - this is one of them. 

Always be testing!

Marketing is not a space for complacency. Whilst fundamentals remain true (things like strategy), tactics are changing on a daily/weekly/monthly basis.

You’ve got to be constantly testing and trying out new ways to get your content in front of the right people. 

Here’s one we’ve recently discovered can work quite well:

• Go to the Linkedin search bar

• Search for a keyword related to a new blog you’ve written e.g. “electric vehicle tax”

• Filter the search by:

  • Posts

  • Date posted: past week

This will show you recent posts about this topic. Maybe people asking for help. Maybe people are sharing their perspectives. Here’s what to do next:

• Write a thoughtful/engaging comment sharing your thoughts and experience 

• Softly include a link to your blog suggesting they can learn more about it there

Bad example:

I wrote a blog about this here is the link <link>

Good example:

Completely agree with what you’re saying <name>. Important not to forget that the rate is increasing from 2% to 3% in 2025 with further incremental increases planned afterwards. I wrote about those in a recent blog and shared some thoughts on whether EVs will be a worthwhile tax break in the future. Here’s the link if it was of interest <link>

Notice the difference?

Is it more work? Yes. 

Will it drive better results? Absolutely. 

Anyway, that’s enough of my secret tips and tricks for one week.

The team will kill me if I reveal much more.

Until next time,

Jordan

P.S. I’ve got a quick favour to ask…

Every week I receive thoughtful email replies to these articles. Selfishly, I’d love to be able to capture some of that feedback and share it with others.

If you’ve found Marketing By Numbers helpful so far, would you mind leaving me a quick & short Linkedin recommendation? Linkedin assures me it takes less than 2 minutes to do and I’ll be forever grateful. 

Leave a short recommendation here.

Thank you.