“have fun. make it accurate, clear, and interesting.”
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accounting influencers
with rob brown
on this episode of accounting influencers, nick huber, a journalist and content strategist, explores how accounting firms can transform their content into a powerful tool for growth. known for his work with the financial times and expertise in thought leadership, huber shares actionable strategies to help firms navigate the ever-evolving digital landscape.
huber emphasizes that content creation is more than a marketing task—it’s an opportunity to showcase authority and build trust. from blogs to white papers, he stresses the importance of creating material that is clear, engaging, and relevant.
“thought leadership, done well, isn’t just about promoting your firm,” huber explains. “it’s also about building your personal profile and advancing your career.”
in today’s crowded digital world, standing out requires intentionality. huber advises firms to ask themselves three critical questions when crafting content:
- so what? why should the audience care?
- what do you mean by that? is the message clear to someone outside the firm?
- why now? how is the content tied to current events or trends?
“the competition isn’t just other accounting firms,” huber points out. “it’s social media, podcasts, and even entertainment platforms. quality has to be exceptional to stand out.”
huber critiques the “bland and generic” content that many firms produce, which often fails to engage or add value. he suggests that firms use their unique access to industry trends and client insights to create compelling narratives.
“start small,” huber advises. “produce one or two high-quality pieces a month, then refine your process before scaling up.”
while huber critiques the term “thought leadership” as overused and vague, he believes the concept is essential. he encourages firms to focus on sparking discussions and providing insights rather than offering safe, overly polished commentary.
“strong opinions backed by evidence resonate far more than cautious, watered-down content,” he says.
huber recommends that firms begin with a strategy session to define goals and brainstorm content ideas. by categorizing topics and creating a clear roadmap, firms can streamline the process and achieve better results. above all, he emphasizes enjoying the creative process, as passion often translates into better engagement.
key takeaways
- huber highlights a dramatic shift from traditional media like accountancy age to today’s digital platforms such as accountingweb. he notes that while the big four excel in polished media relations, smaller firms lag in producing impactful content.
- reflecting on a decade of technological trends, huber underscores the transformative role of tools like generative ai and platforms that democratize publishing. he cautions, however, that standing out in this saturated market requires intentionality and creativity.
- many firms, especially small and medium-sized ones, fail to leverage their deep industry knowledge. instead, they produce generic content that blends into the “wall of noise.” huber recommends firms take a step back to strategize, starting small and scaling thoughtfully.
- huber offers these top tips for firms:
- leverage unique insights: firms already possess a wealth of client and market data that can inspire engaging content.
- adopt a strategic approach: dedicate time to brainstorming ideas, categorizing content, and creating a manageable publishing plan.
- balance authority and accessibility: strong opinions and clear, concise language are key to cutting through digital noise.
- enjoy the process: creativity and enjoyment in content creation often translate into more compelling output.