Case Study 1: Consultant/B2B

Case Study 1: Content Strategy For A Restricted Service Or Private Consultant

Jack's Accounting Service: Creating a content-driven strategy for a private consultancy

Client: Serviced-oriented, professional consultancy. Such as accountant, legal advisor, medical practitioner or specialist, veterinarian. 

Professionals who may also benefit from this strategy include personal trainers, dieticians/nutritionists, designers, architects/engineers, cosmetologists, mechanics or skilled technicians.

Usually a small to medium sized organization, led by a professional who may be the face and name of the business. 

Client's Challenge: "Professional services in my category are prohibited from advertising their services. How do I promote my business without advertising it?"

Client's Goals: 

• Increase awareness of practice 

• Acquire new clients (approximately 4 new clients)

• Be seen as expert, thought leader, trustworthy and stay top of mind

• Solve customers' problems

Recommendations 

First, how do we overcome the challenge of restricted advertising?

We don't advertise. We engage.

We don't sell. We teach.

We don't promote. We position.

We focus our budget on developing a content strategy to position consultant as an expert and thought-leader in their field. This strategy depends on strong digital presence with little to no emphasis on traditional media given the advertising restrictions. The exception would be news and press releases, if applicable.

The emphasis is on positioning rather than promoting.

Content Strategy for Jack's Accounting Services

First, we develop a website to act as main content hub and present means to convert customers and generate leads. Content is distributed through platforms (outlined below) and speaks to customers at every stage of the buying cycle. 

Given the smaller scale of the enterprise, we prioritise platforms. We don't need to be everywhere, but we do need to be in key places, and that's where we focus our attention and content distribution.

Your content should solve your customers' problems and give them value. The content strategy will include the follow formats:

Email marketing campaigns

Blogs/website articles 

• Blogs are an important tool for boosting your website SEO and providing value for your customers. Ensure your keyword research guides the content of your blog.

Videos 

• May include "how tos" explaining basic accounting processes.

White papers or e books

• Blogs (along with other formats such as video) can be amalgamated to create a longer form ebook.

Podcasts

• May feature guests, be recorded with a cohost and be a mix of interviews and topical discussions. Podcasts are transcribed into blogs. 

Email list/newsletter

• Includes links and snippets to the most recent pieces of published content. Emailers can keep you top of mind with your clients and encourage loyalty. 

Platforms:

• Website

• LinkedIn

• Facebook

• YouTube (for hosting content)

• Any industry-specific platforms that colleagues and peers use to share professional content.

For Jack's budget, we really focus on two platforms (outside of the website): Facebook and LinkedIn.

Website goals 

Your website is the hub for all your content. It's also the platform you can use to drive conversions. Conversions are:

Requests for quotes

Emails (for contact)

Phone calls

Joining your mailing list

Example Content Strategy for Jack's private practice 

12 week plan (from launch), including setup of social pages and website creation.

Podcast series: begin with 6 episodes each with a different topic/aspect of the type of accounting you do. Topics include: "The 3 most important aspects of bookkeeping for your small business", "Filing personal taxes? 5 things you cannot leave out", and 

Podcasts are then transcribed to blogs and placed on the website.

Videos (pre produced) showing how-tos and tips. Without giving away all your professional secrets, you can show clients some ways to perform certain tasks in their accounting software. 

Infographics featuring facts show up in the blogs as well as social media posts  

Emailer - delivered on average every 6 weeks featuring the most important content.

Platforms:

Website - content hub and conversion driver

LinkedIn - content can be shared here and it's a great B2B networking platform 

Facebook - operates in a similar way to your website, many people search Facebook to find information on businesses. Ensure your opening hours and contact information is up to date.

If you think some of these elements could work for your service, please be in touch directly to carlie.ester@gmail.com We'd be excited to provide you with quotes and hear more about what you do.