How to use content marketing as a marketing tool

Prejean Romero McGee

Marcus Mire, Partner, Prejean Romero McGee
prmcpa.com

Prejean Romero McGee (PRM) provides accounting, tax and consulting services for clients located throughout the United States and abroad. PRM provides services for high-income and high-net worth individuals and companies, with a focus on professional service providers and the oil & gas industry.

Marketing goals

• Generate leads to fill the top end of the marketing funnel

• Use content marketing as a talent acquisition strategy

Actions and results

• Reach an ever-growing mobile user base by delivering and promoting content through social media channels

• Produce videos up to four times a week across varied topics, including tax and accounting, Xero, how to start a business 

“We realized that none of our local competitors are committed to content marketing and social media – so PRM could own it. Now there’s more buzz about PRM because of our consistent Facebook posts and YouTube videos. People know our brand and even recognize me at coffee shops. There have been some fun PR opportunities that have come up, including being featured in the local news.”

Insights

“Be where the attention is, and whatever you do, be consistent.”

Resources

• Xero Small Business Guides: Content for you to post to your social feeds
• Xero Accountant & Bookkeeper Guide: 10 content marketing ideas for your firm

Atlasphere Consulting

Paul Johnson, Founder, Atlasphere Consulting
atlasphereconsulting.com

Atlasphere provides full-service accounting to small businesses that have a growth-oriented mindset, love technology and are interested in a long-term partnership.

Marketing goals

• Build credibility as an expert provider of cloud technology and accounting

• Pique potential client interest and drive website traffic

Actions and results

• Develop videos to answer frequently asked client questions in a way that’s both informative and convey Atlasphere’s unique culture

• Experiment with videos posted across our website and social channels; measure effectiveness

“We started developing videos to answer frequently asked client questions in a way that’s both informative and shows off Atlasphere’s unique culture. And posting them on social media was another way to show off our personality. But it’s hard to track the ROI of the videos or social media advertising as a stand alone activity. However, we are clear that the videos drive traffic to our website and boost its SEO. Also, many clients have talked about the videos on intake calls so we know that they are getting viewed, and that folks enjoy them.”

Insights

“Be on the lookout for positive, unintended consequences.”

Resources

• Xero Small Business Guides: Content for you to post to your social feeds
• Xero Accountant & Bookkeeper Guide: 10 content marketing ideas for your firm

True North Accounting

Matthew Peterson, Owner, True North Accounting
truenorthaccounting.com

True North Accounting is a full-service bookkeeping and accounting firm that specializes in serving self-employed contractors, freelancers and professional service providers.

Marketing goal

Build credibility with target audience of freelancers and start-ups

Actions and results

• Create an ebook that addresses commonly asked questions about how to start a business

• Promote the ebook through Facebook ads and then add the leads' emails to our monthly newsletter 

• Provide a printed copy of the book to new clients during their onboarding 

“I delivered a guest lecture on how to start a business at my friend’s business class to art designers. Student questions were similar to the questions I get from clients on a regular basis. So I decided to put the answers into a book. Since True North recently committed to a content marketing strategy, we knew that we wanted to distribute the book both online and in print. Print is a great giveaway and the ebook is a solid marketing tool with potential and existing clients.”

Insights

“The best way to learn is by doing.”

Resources

• Xero Small Business Guides: Content for you to post to your social feeds
• Xero Accountant & Bookkeeper Guide: 10 content marketing ideas for your firm