Accounting Firm Marketing Plan: What to Publish Every Month

Earmark recently published a recap of my webinar on building a year-round marketing system. Here's the plan, with more detail than we had time for on the webinar.

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Why Generic Content Doesn't Work for Accounting Firms

AI has made content cheap to produce and easy to ignore. Most of what shows up in a feed now looks and sounds the same, so readers tune it out before they give it a chance.

That's a problem for accounting firms, because business owners aren't shopping for a tax return. They want someone who can help them make sense of risk, cash flow, and an uncertain future. Generic content doesn't earn that kind of trust.

After close to 15 years in accounting firm marketing, I've landed on three things that work together: focused, human, and consistent. Drop any one and the system weakens.

Focused and consistent content with no human voice still reads like a machine wrote it. Human content you publish twice and abandon never builds momentum. And frequent, personal content aimed at everyone connects with no one.

Start With a Narrow Focus

Pick a local market or a vertical niche. You can't cut through the noise unless you have a narrow focus. You're not cutting yourself off from opportunities, you're choosing to be an authority in a given space.

Each path changes where you show up. A local firm puts its energy into its Google Business Profile, local listings, community events, and regional referral relationships. A niche firm goes where that industry already gathers: its podcasts, webinars, software partners, conferences, and newsletters.

Two firms we work with show both paths. Mire Group CPAs focuses locally and publishes short educational videos, blogs, and two newsletters a month. That rhythm moved it to the top of local search and kept it in front of its referral partners. Liguori Accounting serves med spas wherever they are. That narrow focus has led to interviews, partnerships, and speaking invitations a generalist firm wouldn't get.

Pull Content From Client Conversations

Skip the keyword tool at first. Your best topics are already in your week. Look at the questions clients keep asking, the mistakes you keep catching, and the problems you've solved more than once.

Then turn each one into content:

1. Write down a real client question in their words.
2. Answer it plainly, with no jargon.
3. Add an anonymized example from your own work.
4. Repurpose the answer across video, blog, newsletter, LinkedIn, and your Google Business Profile.

Here's how that plays out. A restaurant owner asks why they're profitable on paper but short on cash every month. You record a two-minute video answering it, using a client with the same problem as the example. That video becomes a blog post, two short clips, a newsletter item, and a Google Business Profile update. One question, five pieces of content.

Case study interviews are gold, because clients describe the problem differently than accountants expect. Their words show you the stress they felt and the result they valued, and that's the language your next client will recognize.

Keep It Human

A lot of owners put off getting help because they're afraid of feeling dumb. It's like going to a mechanic and worrying they'll laugh at your questions. Your marketing should tell prospects you'll explain things without judgment.

Video does that faster than anything else. A friendly 60-second video with a few ums does more for trust than polished copy. If editing is what's stopping you, record in one take. Tools like Descript and VEED can add captions and handle simple edits afterward.

Your Monthly Marketing Plan

My background is journalism, and the paper went out because there was a deadline. Marketing needs the same accountability. Here's a simple monthly rhythm:

• A 30-minute brainstorm from recent client interactions. Bring the questions, the mistakes, and the wins from the last few weeks.
• Four videos, two to three minutes each. Record them in one sitting from the brainstorm list.
• Two 30-second clips from each video for social media.
• [One SEO blog post](/blog/content-marketing-for-accounting-firms) with the video embedded. Build it from the strongest video of the month.
• Distribution on social and your Google Business Profile.
• Two newsletters to clients and referral partners.

That's a few hours of capturing expertise each month, spread across every channel. The owner's time goes into the brainstorm and the recording. Editing, clips, posting, and newsletters can belong to someone on your team or a partner.

If four videos is too much to start, record two. Two good videos a month, every month, beats four for one month and then nothing.

How to Keep It Going During Busy Season

Most plans die between January and April. The fix is to batch before you need it.

Record extra videos in December and schedule them out. Keep the newsletter going even if it's shorter. A brief note on a deadline clients are worried about still counts.

This rhythm also keeps you visible in July, when nobody's thinking about taxes. Clients still care about profit, cash flow, and understanding their P&L in the summer, and that's when you have time to talk about it.

Where to Start If You're Starting From Zero

Begin with a newsletter and one strong client case study. Add short videos once those are running, then build toward the full monthly rhythm.

You get bigger by going smaller.

Watch the full webinar, or if you want help building this plan for your firm, see our fractional CMO for accounting firms service or get started here.