Geni Whitehouse, CPA.CITP, CSPM (Countess of Communication at Brotemarkle, Davis and Co) sheds light on the mythes of blogging

So you want to start blogging. Or more likely, you have just found out that you are expected to start blogging.

This usually happens when someone in marketing decides that your firm needs to add a blog to your website. They ask volunteers to step forward and everyone steps back – except you. Or maybe you have written an article or two on cost segregation or charitable remainder trusts and now there is documented proof that you can form complete sentences. That makes you the best candidate for the role of firm blogger. No matter how you have arrived at your blogging assignment, it probably feels like a chore. You’ve lived through numerous failed newsletter projects and know how much of a hassle it is to write content even once a quarter. You probably figure blogging will require tons of research and more long nights at the office.

Fortunately, you’ve got it all wrong. Done properly, blogs should give you an excuse to leave the office, to follow your passion, and to tell your story. They can change your perspective and help you form connections with clients in a way you might not imagine. And rather than requiring hours of technical research, blogs merely require a few minutes of intense curiosity and constant observation. They should be fun to write and interesting to read. Blogs are all about forming a personal connection with an audience. They should reflect your voice. I doubt many clients are going to get so excited by your charitable remainder trust post that they share it with their neighbor. But what Monty Python fan will be able to resist sharing your witty post about Accountants as Lion Tamers with their fellow Monty Python lovers?

The goal of a blog is to create content that makes people hungry for more so they return to your site and share information about you with others. How many links to videos have you received from friends? How many links to IRS Circular E have you gotten from friends? I rest my case

Please click on the 'Download Document' tab to read Geni's advice on the 5 myths that prevent accountants from blogging.

Article Date: 22nd February 2010