What should accountants post about online?
Decisions their clients are actively weighing, explained in plain language for one industry. Deadline reminders are posted by everyone and read by no one. Public content should educate generally rather than advise a specific situation.
Content aimed at decisions, written for one industry, in plain language.
The default in this profession is deadline reminders and general tax tips. Both are posted by every firm, which makes them invisible, and neither reaches someone at a moment when they are open to changing advisors.
What works:
- Decisions your clients are actively weighing. Entity structure before a growth year. What to consider before taking a distribution. How to read profitability by job or by location. Whether to hire or subcontract.
- Industry-specific framing. "Why contractors run out of cash in a profitable year" reaches contractors. Generic small business content reaches nobody in particular.
- Plain language. Translate the terminology. The ability to explain someone's finances back to them clearly is most of what they are buying.
Keep public content general rather than advisory. Educate about how a decision works and note that circumstances differ, then move specifics to a conversation. That boundary protects the firm and creates a natural reason to talk.
Two substantive posts a week, batched and scheduled, outperforms daily posting of reminders by a wide margin.
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