What Content Should Accountants Post?

Many accountancy firms know they should be posting content regularly, but struggle with what to share.

But in reality, good content marketing for accountants is simpler than what you think. The best-performing content is usually the content that answers regular client questions you receive. These can help, demonstrates your expertise and help build trust over time.

Whether it’s website articles, LinkedIn posts, sector insights or team updates. The key is to post consistently.  By doing this, it will help your accountancy firm improve your online visibility, strengthen client relationships and increase more conversations and enquiries.

If your firm needs support creating consistent, relevant content, explore our Content Marketing for Accountants services.

Why Content Matters for Accountancy Firms

Most accountants rely heavily on referrals, but firms are increasingly being researched online before a prospect ever gets in touch.

A website that hasn’t been updated in months or a LinkedIn page with little activity can make even established firms appear inactive.

By posting regular content it helps:

• Improve visibility on Google
• Demonstrate your firm’s expertise
• Support SEO performance
• Build trust with your prospects
• Keep your existing clients engaged
• Differentiate your firm from competitors

Regular blogging also helps improve your website visibility over time. Read more about How Blogging Helps Your Website Get Found on Google.

The Best Types of Content for Accountants

The best content for accounting firms is usually educational, practical and relevant to the types of clients you want to attract. What is important is to make your content less technical and easier for the reader to understand. This is often where a disconnect can happen.

Some of the most effective content ideas for accountants include:

• Industry-specific insights
• Frequently asked questions
• Team and culture content
• Tax and compliance updates
• Business growth advice
• Recruitment and employer branding posts
• Client success stories (Case Studies)
• LinkedIn thought leadership

Some Content Examples Below:

Sector-Specific Insights

Firms that specialise in certain industries should create content tailored to those sectors.

For example:

• Dental practices
• Veterinary groups
• Construction
• Recruitment
• Property
• Professional services

Sector-specific content helps firms position themselves as specialists rather than generalists.

FAQs Clients Ask Accountants

One of the easiest ways to create content consistently is by answering the questions clients already ask regularly.

For example:

• Should I pay myself salary or dividends?
• When do I need to register for VAT?
• What expenses can I claim?
• Should I set up a holding company?
• When should I move to Xero?

FAQ-style content is particularly valuable because it aligns closely with search intent. Its questions clients and prospects are genuinely searching online. Be the firm which answers their questions and wins their trust.

Tax & Compliance Updates

Tax deadlines, HMRC updates and legislative changes are some of the easiest forms of content for accountants. This isn’t the most exciting content but it’s information which should be shared.

The benefit of these types of posts:

• Answer common client questions
• Show your firm’s expertise
• Perform well in search online
• Give firms regular reasons to publish content

The key is translating technical information into simple, client-friendly advice.

Business Advice Content

Some of the strongest-performing accounting content focuses less on compliance and more on helping business owners make informed decisions.

Examples include:

• Cash flow management
• Profitability tips
• Growth planning
• Hiring advice
• Exit planning
• Cloud accounting systems
• Financial forecasting

This type of content often performs well because it addresses wider business concerns rather than purely tax-related topics.

LinkedIn Content for Accountants

LinkedIn is often underused by accountancy firms. Many firms post only compliance updates, but the most engaging LinkedIn content usually includes:

• Opinions and insights
• Short-form business advice
• Team stories
• Industry commentary
• Client challenges and success
• Educational tips
• Video snippets
• Pre and post event content

The aim isn’t simply to “post more”, but to create content that feels useful and relatable. It’s good to have a mixture of the type of content you share so everything doesn’t look the same and boring.

How Often Should Accountants Post Content?

Consistency matters more than volume online. Every firm is different and some firms have a marketing department while others don’t.

But a good starting point would be:

• 1–2 website blogs per month – this keeps your website active.
• 1–3 LinkedIn posts per week
• Regular updates to service pages – when was the last time you reviewed and updated your services pages?
• Occasional email newsletters – do you segment your data base or send the same content to all?

The firms that tend to see the best long-term results are those that publish consistently over time rather than when admin has time.

A Simple Content Strategy for Accountants

A successful content strategy doesn’t need to be over-complicated.

But a simple approach might include:

• Educational website blogs
• LinkedIn thought leadership
• Sector-focused content
• People and culture posts
• FAQ content based on client queries
• Repurposing blogs into social content

The most effective content strategies are usually built around consistency, relevance and helping potential clients solve problems.

“A lot of accountants underestimate how much content they already have. The questions clients ask every day are often the exact topics potential clients are searching for online.”

Ready to take this further?

If your accountancy firm wants support creating consistent, SEO-focused content, learn more about my services

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