As a business owner running an accounting firm, your time is valuable. You want to spend it in the best way for your clients, your team and yourself.
One way to maximise your time is to create marketing content which reaches and educates more of the clients you do your best work for and love to partner with.
Given the time and energy investment required to create original, high quality content, you want to get the most value possible out of each piece of content you create.
To do this, you can repurpose your existing content and share it in lots of different formats. This is called stackable content.
As well as saving yourself a lot of content creation time, repurposing and expanding on content you’ve already created will:
- Help your audience to learn in different ways: by reading, watching, listening
- Make your content more digestible without losing the power of your message
- Get your team involved in marketing: gives them the opportunity to use different skills sets i.e. writing, designing, creating video content
Types of stackable content you can create from written content
A visual explainer: create a visual to share the key messages you want to get across, quickly. You can do this yourself with a tool like Canva or request a quote from a PF designer. High quality visuals can have the power to tap into the fears and concerns of your audience and show quickly and clearly how your firm can help them, while helping the viewer to process and retain the information.
Below is an example our design team created for Raedan. This trifecta illustrates how success in business is achieved by bringing together your accountant, your app stack and yourself. The message is visual, clear and connects with their ideal audience of creatives.
Tutorial video: turn your “step by step” written instructions into videos to SHOW the process. You can use software like Loom to record your screen and walk through the steps. Here’s an example taken from the original blog post: how to write a great marketing email: 12 tips for writing clear and actionable email content.
Highlights video: what’s the ONE thing you want someone to learn from your blog post? Highlight your one thing in a short video to quickly get the message across in a clear and concise way. Here’s an example from Fork CPAs who address the commonly asked question: “How much should restaurant owners be paid?”.
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Longer-form video: this is for the more detailed and complex topics that require more explanation. These videos will often take longer to prepare for and record. You’ll want to consider how you might add these to your website alongside the original written content.
Repurpose the content in an email: resharing content you’ve already written is a powerful way to remind clients and prospects of your experience and value. Here’s some ways you can do this:
- Monthly newsletter: include an extract of your most helpful blog post from the month before and include a link for your audience to read the full version.
- Helpful email: if you’re sharing an update on a legislation change or a software update that affects your audience, include content you’ve already written on the topic. It’ll save you time not having to rewrite on the same topic, and it shows you’ve got experience in their particular industry or type of business.
A series of social posts: this is your space to share punchy and powerful chunks of content. You may already be familiar with how time consuming social media posts can be to draft so save yourself A LOT of effort and reuse content from blog posts you’ve already written.
- Share a post every time you write a new blog: pick out the top 1 or 2 key points from your blog and share them across your platforms (more detail on how to do this below!)
- Re-share your most relevant content: When you’ve created content which addresses the most commonly asked questions clients and prospects come to you with, you’ll want to reshare these posts time and time again so you can keep getting in front of more people you can help. The same goes for seasons within your client’s industries – if you know there’s a particular time of the year that specific content is helpful, re-share it year after year and get as much use out of it as you can.
- For example, we know awards season comes around for accountants at the same time each year, so you’ll often see us sharing helpful content (like “how do we shout about our award without showing off?”) around that time. And remember, if you need to update some of the details of the blog post, do so. For transparency you can add a line saying “this blog post has been edited in line with 2023 policy changes” and you’ll be good to go!
Types of content you can create from webinar or seminar recordings
A blog post: use a tool like HappyScribe to get a transcription of the recording, and use the content to write a blog post. You will need to make some adjustments so it reads well as a written piece of content (rather than literally spoken word written down) but you’ll be starting off with sentences you can build from and repurpose.
Use transcript for emails: similar to including portions of your blog posts or PDF guides in your emails, you can do the same with your webinar transcripts. Pick out specific messages from the recording to reuse as written email content for both prospects and clients.
Create shorter videos:
- For your website: having 1-hour long webinar recordings on your website isn’t the most dynamic or engaging way to share key messages from the session. Instead, record time stamps of the highlight sections, cut up the video (using a video editing tool) and stitch together clips using a tool like Canva. You’ll have a shorter, more powerful video that gets the point across quickly while still giving value.
- For your social posts: clip out portions of your webinar recording and create a series of short video clips to share on your social media platforms.
Create stackable content for each of your social media platforms
Social media is one of the best places to share your stackable content and it helps considerably when it comes to planning your social media calendar. Instead of coming up with new content for every post, make use of what you already have and repurpose it for the platforms you know your audience spends time on. Use this guide for ideas of what content to post on each platform!
- Create a series of posts and include 1-2 key messages in each one. You don’t need to spend time introducing the topic, as that’s what the introduction of your long-form content does. Get to the point quickly and show the reader the value straight away. Include a link in the comments to take them to the full blog post, webinar recording or video.
- Tag any clients, team members and strategic partners who are either relevant to the message, or who you feel would benefit from seeing it.
Here’s a LinkedIn post repurposing the key messages from this visual guide to why branding is important for accountants.
- What’s the ONE message you want your audience to learn from reading your piece of content? Make that your twitter post and include a link for them to read the full version.
- You’ve got 90 seconds to give value to your followers. Pick out the key messages from your written and video content and share them as a series on your stories. Instagram stories disappear after 24 hours so post videos you’d like followers to be able to see again and again as a reel instead.
- Remember those short clips you cut out of your webinar or seminar recording? You want to be clipping these together as a reel on Instagram. Add captions to your video so it can be played on mute. Write a post caption to reinforce the core message and encourage people to watch your video!
Instagram grid posts:
- The most visual of your stackable content is best posted here, on your Instagram grid. You can create short, punchy statements to grab people’s attention as they’re scrolling through their feed. Share a link to the full content in the post caption. Here’s an Instagram post showcasing our how-to social media guides for LinkedIn, Twitter, Instagram and Facebook.
Repurposing content is the relief you need from the time spent creating content. If you have a valuable piece of content on your hands, maximise your time and your reach by sharing it every possible way you can. If you want to get help with this, fill in our discovery form and chat to one of our team to see how you can repurpose an existing piece of content you’re proud of.