How CPAs Can Create Shareable Financial Content That Builds Local Visibility
- CPAs and financial professionals can build share-worthy content by focusing on educational videos, webinars, testimonials, and local storytelling—balancing professionalism with personality, and simplifying complex topics for their audience.
- Creating content that’s visual, relatable, mobile-friendly, and lightly entertaining helps break down financial jargon into content people enjoy and feel compelled to share.
- With Surefire Local’s marketing platform, CPAs can streamline content creation, schedule social posts, monitor share performance, and adapt their strategy—all in one place.
Financial services may be an industry that brings you joy, but for the average consumer, it’s not particularly entertaining or engaging content. Yet digital marketing for CPAs requires engagement and “shareable” content to keep people coming back for more. Thankfully, financial content creation can have quite a bit of entertainment woven in, if you know how to do it. As you’re planning your content marketing strategy, starting with shareable content ideas is essential to your success.
Choose the Right Content Type
What type of content are people going to share? Understanding this is the first step in creating financial content that people share with their own followers. Here are some shareable content ideas that can work for CPAs:
Don’t Neglect the Power of Video
Today’s online consumer is using video more than any other form of content. You can capitalize on this trend in your CPA marketing efforts by creating video content, posting to your stories, and sharing reels.
How can you do this while staying true to your branding? Start with sharing educational videos that explain key financial topics. Many people want help understanding how investments work, and you can provide that help while growing your audience.
Then, consider using videos to build trust by sharing testimonials. Again, if the testimonial is effective enough, it may get some shares.
Finally, aim to entertain. When possible, create funny videos that encourage people to share. Keep the content related to financial services, and don’t neglect your branding goals and the overall image you want. However, consider entertaining your audience to encourage more shares. If you can find that perfect balance between entertainment and professionalism, you’ll gain the shares and business you want.
Showcase Expertise Through Webinars
Local workshops or webinars can be highly effective marketing tools for accountants. If you market well, they can draw in a lot of new clientele to your firm. After the event is complete, you can post all of it or portions of it online to create even more shareable content. Alternatively, you can choose to do the webinar a second time, encouraging people who attended to share it with their friends and family to drive in more potential clients.
Prior to the event, share enough helpful tips in shorter videos to grab the interest of your target audience. Then, in the videos, leave enough questions in the mind of the viewer to make them want to attend the webinar. You may find that people share these tip videos even while you’re building the audience for your webinar. Keep in mind that these tips should be somewhat self-contained, as people are only going to share what they feel helps others.
Highlight Case Studies
Everyone likes a success story. Show how you helped a client reach success by highlighting a case study. You’ll build trust and may even gain some shares. You can highlight case studies in social media posts, blog posts, or videos, but choose a shareable option to publish this type of content.
Ask for Shares
Don’t be afraid to ask your viewers to share your content. For example, if you’re posting a video to YouTube, say in the video, “If you find this content helpful, like, subscribe, or share to get more financial tips to maximize your investments.” If people did, in fact, find the content helpful, that little reminder may be just the nudge they need to go ahead and share.
What Makes Content Shareable?
As you plan for financial services content creation, if your goal is to get shares, then you need to know what makes content shareable. While no one can predict the next viral video, there are some components of videos that seem to be successful at gathering shares quickly. Incorporating these elements into your financial services content creation will help you gain more shares.
Keep It Visual
The first element of shareable content is a visual component. Infographics, video, and photographs can all create the visual appeal that makes people want to share. The content itself is important, yes, but it must look good before people will choose to share it.
Keep It Entertaining
People share videos, photos, and posts they find entertaining. The challenge for CPA marketing is finding content that’s entertaining without changing the image they’re creating of their brand. While this is hard, it is possible.
Being personable in your posts is helpful in making them entertaining. Teaching through humor is also helpful. Using a strong hook to draw people in will also encourage more people to engage and share your video.
Keep it Simple, Yet Helpful
As a financial services professional, you understand concepts that other people find difficult to understand. You can use this to create shareable content.
For example, if you can create a video series that simplifies and explains the various types of investments people can buy, you might find that people share it. Use animations and graphics to make it entertaining, and even add some jokes to the video, but focus primarily on breaking down difficult topics into understandable chunks. By being helpful and educational, you’ll build trust, and by meeting a need for your target audience, you’ll gain shares.
As you’re building helpful, educational, and simple content, avoid the temptation to use industry jargon. You may know what all of the different types of IRAs are, but your viewers or readers may not. The more simplified your content, the more shareable it is.
Keep It Mobile-Friendly
Across the globe, over 62% of website traffic comes from mobile devices. Since mobile accounts for over half of all content, make sure your content is mobile friendly. The aspect ratio, image quality, and website layout should all showcase itself well on mobile devices. Either create content that adapts to mobile instantly, or create content that looks great on mobile as it stands.
Keep It Relatable
Financial services professionals work with concepts that the average person doesn’t quite understand. As a result, you’ll need to work hard to keep your content relatable, but you must do so.
One way to do this is to use real-life examples. You might not be able to share your client’s information, but you can share examples of results. Similarly, analogies that relate to your viewer’s real life, then connect that real-life experience to a financial services concept, can help.
If someone views your content and thinks, “Wow, I finally understand tax-deferred savings!” they are more likely to share it with their friends to help them also understand it. Being relatable is a way to make this happen.
Keep It Local
We’re inundated with video content today. You have to create content that resonates, and one way to do so is with hyperlocal content.
Is your firm getting involved with a Little League team? Highlight their season’s game. Do you have a raw, local story about someone your firm helped? Use your social media pages to highlight those stories. If you touch the heart strings of your local audience, you may find that they share your content to show the type of good being done in your area.
Another way to create local content is to highlight other local businesses. This can create shares, because the business and its followers will share your content while also branding you as a local expert. For example, if you host your office holiday party at a popular banquet venue or restaurant, highlight them in a blog post or video.
Once you have this local content created, geo-tag it so your local community sees it as you build your brand’s identity. Since your goal is to draw in local clients, this local content will be quite effective.
Encourage Shares with Surefire Local
Once you have an idea of the type of content that may resonate with your audience, you need to create and share it. Surefire Local makes that easy. The Surefire Local Marketing Platform is a comprehensive tool for local financial services businesses that puts all of your marketing in one place. Schedule posts, respond to comments, and monitor share statistics from the same back office, and adjust your financial services online marketing strategy as needed to better resonate with your audience.
Digital marketing for CPAs that works requires shareable content. Once you have that content, Surefire Local makes it easy to put it to work for you. Attend a demo to see how our platform can make your content easy to share.