Blogging – you’ve been told it’s a good idea but why? And more importantly how? In this webinar, you’ll learn why blogging should be central to your online marketing strategy. But we’ll keep the theory to a minimum and give you a practical guide to blogging success. You’ll also get tips from top accounting bloggers and there’s free blog content for everyone who registers for the webinar. See you there! What you’ll Learn - Why blog? - How to get ideas for blog posts - Writing tips from our content team - Recycling your blog content for a marketing boost - Pro tips from top accounting bloggers

1. Better blogging for accountants
Presenter: Matt Wilkinson, CEO BizInk
Email: matt@bizinkonline.com
Twitter: @mattwilkinsonnz

2. What we’ll cover
Why blog?
How to get ideas for blog posts
Writing tips from our content team
Marketing your blog

3. “For most firms, especially small ones,
blogging shouldn’t be about SEO. Most
of the time you have no hope of getting
to the first page of Google search
results, and your best clients come in as
referrals, anyway.”
Blake Oliver
Pro tip!

4. Referrals do due diligence
What impression does your site give?
An active engaging blog looks great
“Seal the deal” with referrals

5. Showing vs telling
Rest of site should be simple – add
depth through the blog
Build up over time
Demonstrate your expertise

6. “On our niche marketing site, we answer
industry specific questions that we hear
asked all the time. It gives us a lot of
credibility that we know about their
issues (sometimes even before they
realize it is an issue).”
Donna Bordeaux
Pro tip!

7. What are your clients’ pain points?
How to get ideas for blog posts

8. “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!

9. Answer a client question in detail
Clients have the same issues as
prospects
Specific is good
How to get ideas for blog posts

10. “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!

11. • How-to or tutorial
• Cheat sheet or checklist
• Review post
• Interview
• Deep dive
• Quick posts
• Guest post
• Series
• Reaction post
10 types of blog posts

12. What are you constantly repeating to
clients?
Video works well
Example: how to do bank reconciliation
in Xero
How-to or tutorial

13. People love shortcuts
Example: Want to get paid faster? Take
our 7 step cashflow challenge
Include a download
Cheat-sheet or checklist

14. Good for when you’re stuck for ideas
Review apps, books, services
Be opinionated
Review post

15. Who are “thought leaders” to your audience?
Interview a client
Networking benefit
Interview

16. Least frequent
What are you passionate about?
Example: Complete guide to selling your
restaurant business
Re-purpose
Deep dive

17. Opposite to deep dive
Nuggets of useful information
Example: Remember to file your personal tax
return by this Friday
Example: Did you know that Chargify know
integrates with Xero?
Quick posts

18. Another great time saver
Make a wish-list and approach them
What’s in it for them?
Who could you write a guest post for?
Guest post

19. Cover a broad topic
Keep people coming back
Example: How to build a profitable
freelancing business and still have a life
Series

20. “My book Learn Small Business Start Up
in 7 Days started life as a collection of
350 word blog posts. Blog regularly and
before you know it you will have a
book!”
Heather Smith
Pro tip!

21. Can’t be planned
Keep your eye out for opportunities
Budget is obvious example but try and be
more creative
Reaction Post

22. Keep a note book
Don’t procrastinate
You only get better at writing by writing
Style should be conversational
Writing tips

23. “Write like you're having a breezy
conversation in the pub (with a pint or
two put down!). People enjoy reading
about technical things or business
services or any dry subject really, when
they're explained in a not-so technical or
stodgy manner.”
Caleb Newquist
Pro tip!

24. “Use simple sentences and simple
words. Write in a conversational tone, as
if you were writing a letter to a friend
who doesn't know as much about the
topic as you do.”
Liz Farr
Pro tip!

25. Calls to action
Promote your content
Re-purpose for maximum benefit
The pay off

26. Thanks for coming!
Connect with me:
Email: matt@bizinkonline.com
Twitter: @mattwilkinsonnz | @bizinkonline
LinkedIn: nz.linkedin.com/in/mattbizink
Find out more about Bizink: bizinkonline.com/tour