Marketing Director Discusses Importance of Content Marketing in New AICPA Book
In Take Your Marketing Online, a book recently published by the American Institute of Certified Public Accountants (AICPA), Bonnie Buol Ruszczyk of BBR Marketing explores proven ways to grow an accounting firm in the digital age. Ruszczyk spoke with several industry experts, including Michael Bowlan, Marketing Director at Brown Smith Wallace, to share their insights on how to grow an accounting firm in the digital age.
In Chapter 5: “Content Marketing: Blogging and Beyond,” Bowlan discusses his more than 40 years of experience in accounting marketing and how he’s seen the industry change. When Bowlan joined Brown Smith Wallace seven years ago, he says content marketing was part of his approach because he “grew up doing it.”
“The firm leadership has always been open to new ideas and creative ways of differentiating ourselves,” says Bowlan. “Content marketing is a great way to get your message out and helps firms demonstrate that they are top notch professionals and provide value beyond compliance. A lot of our success has been knowing how to best use the resources we have and seizing upon opportunities as they present themselves.”
Bowlan cites examples of some of the firm's recent content marketing initiatives that have made an impact including bi-weekly articles in the St. Louis Business Journal, regular video content (Accounting's #1 Fan video blog and the Brown Boarding Business Series), infographics and a digital magazine.
His advice for firms looking to get started with content marketing is to "tackle one thing at a time. Figure out what will work best in your firm and take advantage of the resources you already have on hand."
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