Episode 68. In today’s news episode, we discuss “Thought Leadership in Accounting with Matt Baldwin.”
Matt Baldwin is the co-founder of Coast, a public relations and communications consultancy that focuses on professional services firms. A former national newspaper journalist, Matt brings more than 25 years’ experience in helping accountancy and legal businesses develop impactful media relations, thought leadership campaigns and direct to client communications programmes. He is the editor of The Professionals, a magazine that celebrates the amazing achievements of professional services marketers.
Key takeaways from this episode include:
⍟ the proper definition of thought leadership for accounting professionals
⍟ what good thought leadership should do for accountancy firms
⍟ how thought leadership is a business development tool to start conversations for accountants and CPAs
⍟ 3 examples of effective thought leadership that accounting firms and CPA practices can emulate
⍟ how thought leadership helps accounting firms own a narrative and be the authoritative voice
⍟ how marketing has changed for professional services throughout the covid pandemic and what accountants are doing differently
⍟ the critical issues facing modern businesses that accounting professionals need to be speaking about and into
⍟ the 3 things accountancy practices should consider to create effective thought leadership and content
⍟ the most vital component that underpins successful thought leadership for professional firms like accounting
⍟ tips for accounting firms to narrow down the focus for thought leadership and content to appeal better to a target audience
⍟ why research is so important to provide compelling thought leadership for accountancy practices
⍟ suggestions for how CPA firms and accounting firms can create valuable research to create thought leadership and content
⍟ the factors accountancy firms should consider in what to do with the thought leadership and content they create
⍟ useful tips for accounting practices to extend the life of their thought leadership and content so it stays relevant
⍟ the power of benchmarks in accounting firm thought leadership and content that engages businesses
⍟ the key differences between a one-off event/content piece versus a thought leadership and content campaign
⍟ the challenges for accounting firms to get involvement from marketing and fee-earners in thought leadership and content creation
⍟ how The Professionals online magazine celebrates excellent marketing and thought leadership in accounting practices
⍟ what accountancy firms can do to measure and leverage the ROI from thought leadership
⍟ advice for accountants who want to create thought leadership and content that benefits their firm
Outside work, Matt spend, or wastes, time on his 1970 Triumph Herald and cares for a growing number of chickens and rare-breed sheep. Contact him here:
Twitter: @coastmatt and @psmprofs
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NOTE TO LISTENERS:
The Accounting Influencers Podcast is a CPE-accredited daily radio-style show with four segments coming out every Monday which are repeated on the other 4 weekdays as standalone episodes, plus a bonus ‘from the client’s perspective’ episode on Saturdays. On Sundays, listeners get a short min trailer for the coming week’s episodes.
Every Tuesday the show gives you a relevant news topic from the accounting and fintech world with a direct application to accountants, CPAs and bookkeepers. Great to stay informed and build your commercial acumen.
Every Wednesday and Friday, we feature an uncut interview with top authors, leaders, thinkers and performers in the accounting and fintech world.
Every Thursday the show gives you a practical ‘here’s what works’ tips concerning a key challenge, need or strategy for accountants, CPAs and bookkeepers. Great to stay current and keep your skills topped up.
Finally, every Saturday gives listeners a bonus episode which focuses on the buyers of accounting services – the clients themselves. In particular how they feel, react to and experience their interactions with accountants. That includes why they buy or don’t buy, why they move or stay and why they think how they think about you, your firm, your prices and your offerings.
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