Webinar

AI makes it easy to produce more marketing content. It also makes that content easier to ignore.

That creates a serious challenge for accounting firms. Business owners aren’t simply buying tax returns or financial reports. They want someone they can trust to help them understand risk, cash flow, and an uncertain future. Generic content rarely earns that level of confidence.

In the webinar Build a Year-Round Marketing System That Drives Consistent Growth, Micky Deming, founder of Full Stadium, explains how firms can build trust and attract clients year-round. After nearly 15 years in accounting firm marketing, Micky believes effective marketing must be:

1. Focused
2. Human
3. Consistent

AI made content abundant and trust scarce

Micky calls the current environment an “AI slop situation.” So much content looks and sounds the same that readers begin to dismiss it before giving it a chance. “Anything I read, my filter automatically assumes it’s garbage and I don’t need it,” he says.

Accounting firms have more at stake than most businesses. In Micky’s view, risk and unpredictability are two of the hardest parts of owning a company. Both are “ten times worse” when an owner doesn’t understand their financial picture.

Accountants can ease that uncertainty through education. But to do that, their message must rise above the noise. That’s why Micky believes successful marketing combines those three elements mentioned above.

• Focused: It speaks to a specific audience and its real problems
• Human: It includes genuine expertise, experiences, stories, and personality
• Consistent: It appears on a dependable schedule rather than in short bursts

Missing even one element weakens the system. Focused and consistent content can still feel artificial. Human content published only once or twice can’t build momentum. Frequent, personal content aimed at everyone may connect with no one.

That makes focus the natural place to begin.

A smaller audience creates a larger opportunity

For most accounting firms, focus involves either a local market or a vertical niche. Each path requires different tactics.

A locally focused firm might invest in its Google Business Profile, local listings, community events, and regional relationships. A niche firm might appear on industry podcasts and webinars, build software partnerships, attend specialized conferences, or contribute to newsletters its audience already reads.

Micky shared three examples:

• Mire Group CPAs publishes short educational videos, blogs, social posts, and two newsletters each month. The firm increased traffic and its following, reached the top of local search results, stayed visible to referral partners, and helped some tax-preparation clients move into year-round tax planning.
• Liguori Accounting focuses on med spas and teaches owners about issues such as sales tax, employees, and contractors. Founder Nick Liguori’s narrow focus led to interviews, partnerships, and speaking opportunities. The firm grew to $1 million in revenue while turning down work outside its niche.
• The Charity CFO has served nonprofits for more than a decade. The firm has produced over 500 videos, a weekly podcast, monthly webinars, and a newsletter. Its website attracts about 20,000 organic visits per month for nonprofit accounting topics.

These firms don’t try to reach everyone. They chose a community, learned its problems, and kept showing up. That approach is becoming even more useful as people shift from short Google searches to detailed questions in tools like ChatGPT and Claude.

Once you know whom you serve, the next step is deciding what to teach them.

Your client conversations contain your best content ideas

Micky recommends starting with recent client experiences rather than keyword research. Look at the questions clients ask, including the repetitive or frustrating ones. Review common mistakes, recent wins, and problems you’ve solved more than once.

Then turn those experiences into useful content:

1. Write down a real question in the client’s own words
2. Answer it directly and without jargon
3. Add an anonymized example from your experience
4. Repurpose the answer into a video, blog post, newsletter, LinkedIn post, or Google Business Profile update

Case studies are especially valuable. When Micky’s team interviews clients, their description of the problem often differs from what the accountant expected. The client’s language reveals the stress they felt and the result they valued. That is the language future clients are likely to understand.

Your tone matters as much as your topic. Some business owners delay seeking help because they fear an accountant will make them feel foolish. Micky compares it to visiting a mechanic who might laugh at your questions. Helpful marketing shows prospects your firm will educate them without judgment.

Video communicates that attitude quickly. Prospects can see your face, hear your voice, and decide whether you seem trustworthy. A useful 60-second clip builds confidence more than polished but impersonal copy.

“I’d rather have a few ums and a few stutters,” Micky says. If editing is a roadblock, record the answer in one take. Low-cost tools like Descript and VEED can add captions and handle simple edits later.

Useful ideas, however, only produce results when you publish them consistently.

Deadlines turn expertise into a repeatable system

Micky previously worked in journalism, where deadlines ensured the newspaper went out. Marketing needs the same accountability. Firms often begin with enthusiasm, stop during a busy period, and lose the momentum they created.

His practical monthly playbook includes:

• A 30-minute brainstorming session based on recent client interactions
• Four videos of two to three minutes each
• Two short clips of about 30 seconds from each video
• An SEO-focused blog post with the video embedded
• Distribution through social media and Google Business Profile
• Two newsletters per month

Capturing the firm’s expertise may take only a few hours each month. Repurposing allows that work to appear across several channels.

This system also keeps the firm visible outside tax season. Clients may not think about taxes in July, but they still care about profit, cash flow, reports, and understanding their profit-and-loss statements.

Start small, then keep showing up

Micky recommends every firm begin with a newsletter and a strong client case study. From there, you can add short videos and a regular publishing schedule.

The central lesson is:

• Choose a specific audience
• Teach from real client questions and experiences
• Use a helpful, human voice
• Publish on a deadline
• Repurpose each idea instead of constantly starting over

As AI-generated content becomes more common, real expertise becomes more valuable. Accountants already have that expertise. The opportunity is to share it in a focused and dependable way.

It may feel uncomfortable to narrow your audience, but as Micky reminds us, “You get bigger by going smaller.”

Watch the full webinar to hear more examples and Micky’s implementation advice.