People read blogs to learn new information from the writer’s distinct point of view. They want easy reading, and they want interesting information.
Here’s how you can give them what they want.
What should I write my blog about?
As a CPA, you have an abundance of information at your fingertips that people are really interested in hearing about.
Think about the questions you get asked most on a daily basis by your clients or by your friends at a cocktail party or backyard barbeque.
Those conversations will give you the best ideas because you’re writing a blog for the public – and those people are the public. You don’t want to write about the latest FASB update or the new IRS Revenue Ruling, which may be water cooler conversation at the office, but is in the stratosphere for your intended reader.
Your readers want information that will help make their lives better – that will earn them more money, cost them fewer taxes, protect their businesses from fraud or cut their office expenses.
It’s essential to remember who your audience is. So, unless you are writing for a professional site directed toward other CPAs, your audience is either the general public or a particular business or industry group – none of whom are CPAs.
If you work in the tax area, there are dozens of topics people would like to learn more about, especially at this time of year. You can write about their individual taxes or tax issues that affect their businesses. If your website is divided into different niche areas, you can customize your blog to builders, manufacturers, nonprofit organizations, professional service businesses or other industry groups.
Here are just a handful of possibilities that might spark an idea:
- How businesses can take advantage of the reinstated R&D credit
- Gifting opportunities and other planning measures to avert higher estate taxes
- How Obamacare will affect businesses
- Making the most of the home office deduction
- How enhanced Section 179 elections can help small businesses
- Planning to reduce capital gains taxes
- Minimizing taxes on IRAs, 401(k)s and other retirement plans
If fraud is your area, there are endless possibilities for blogs on how to prevent and detect fraud. Consider topics related to workers’ comp, tax evasion, identity theft, collusion, employee pilfering, embezzlement – the list goes on and on.
Case studies and recent court cases can serve as colorful examples to illustrate broader issues.
A&A also has areas of interest to business people. Some possible topics are:
- How to prepare for your annual audit
- What your auditor does – and doesn’t do
- Understanding your financial statements
- How to develop adequate internal controls
Regardless of your area of expertise, when you’re looking for a topic, think of the questions most often asked by your clients, as well as important information that could be beneficial to them but that they might not know to ask about.
How do I write the blog?