(Her follow-up hit, “Accountants Who Blog“) is also widely quoted or referred to)

The article purports to “tell CPAs how blogging can advance a firm’s marketing, project management and research efforts” and for all intents and purposes does a fine job.  The article has been cited by numerous other blogs:  CPA Firm Technology Blog, Courtsnewcommtechblog, Golden Practices with Michelle Golden, The Solo Accountant Reporter, just to name a few.

Her article has also been included as content on various other websites (Questia, Allbusiness.com, Allbusiness.com again, etc.

(BTW — Both are a HUGE lesson to be learned there as to the power of what GOOD content can do).

Eva provides some examples of accounting blogs:  www.briantankersley.com/cpatech, Tax Guru (www.taxguru.net) blog, Taxable Talk blog (www.taxabletalk.com). Tax & Business Law Commentary blog at http://taxbiz.blogspot.com, and Our Taxing Times blog at http://trishmc.typepad.com, as well as some nontax accounting and law professor blogs, including one of my tax professors from Villanova Law, Mauled Again.

Where oh Where?

There are a number of folks asking where are the accounting blogs?

• Eva Lang notes that while lawyers have quickly adopted blogs, accountants have not.
  
• JE Moore, The Solo Accountant also noted the discrepency between lawyer blogs and accountant blogs.
• Michelle Golden asks the question: “CPA Bloggers: Where Are The Accountants?” (but notes a few months later that it is growing in “More Accounting Blogs.“

This excerpt from WebCPA (Blogging for Dollars) sums up the lack of accountant vs lawyer blogs:  Golden, whose blog, online at www.goldenpractices.com, lists links to blogs written by CPAs, said that the accounting profession has been slow to adopt blogging as a communication and marketing tool, as compared to those in the legal profession.”

“Lawyers are all over blogs; there are thousands of law blogs and there are two dozen accounting blogs,” Golden said. “The most effective blogs are industry niche-based, but a big problem [that accounting] firms have is declaring, ‘I’m a specialist in X,’ because they are overly worried about the implication that they don’t specialize in Y and Z. If they’re a small firm, they’re worried that they’ll disqualify themselves, but if they’re a big firm, it’s politics. When it comes to blogging, they mistakenly think it’s an all-or-nothing deal. Even if somebody is innovative enough to move forward and blog for industry niche X, other partners oppose it, saying, ‘I don’t want to do a blog, but I’m an expert in Y, and that’s going to make me look bad.’ This is an unwise sacrifice of a great opportunity for the sake of ego.”   Amen I say …

Progression and the Struggle to Keep Blogging

Again, it’s been three years since that article was written, and the question she asks is still relevant.  David S. Rachford over at CPAMarketingCenter.com alludes to one of the underlying reasons why some blogs fail to survive — lack of consistency.  He suggests that one should establish a regular posting schedule and that you can start with posting once a week; but make it realistic.  He adds that “consistency is key to improving your search rank, and your position online.”  I would only add that it is crucial to keeping the blog alive, meaning that a lack of consistency will create a negative feeling towards creating a new blog entry and a feeling of just giving up.

Says Reed Tinsley, CPA, CVA, CFP and a Houston-based consultant for the health care industry writes a blog at http://rtacpa.blogs.com, said that in the last 12 to 25 months, he has gained roughly 50 clients from his Web site and blog, which he tries to update every day.

“If you read my blog, I’m not pontificating like a lot of blogs do,” Tinsley said. “The intent of my blog [is] a receptacle of quick ideas or updates, changes in regulatory issues people need to know about. I’ve told my colleagues lately, I’m really surprised about how much business and inquiries I get through the Web site and I think part of that is the blog itself.”

The Association for Accounting Marketing has this to say about the emergence of Blogs.

“Similar to an online diary, a blog allows a firm to generate buzz by initiating two-way communication directly with readers. Some consider blogging to be an unsophisticated tool, but businesses now use them regularly to reach clients and expand mature markets. Savvy bloggers employ RSS feeds as a way to pick up regular readers. — 9/2007. MarketTrends, Association for Accounting Marketing.”

…. To Be Continued

This is a great example of how existing blog writers and their own content contribute to the fortune of another website while also reaping benefits of their own, including elevating themselves to the level of “expert”.

Take Jerry Davis’ “Construction Practice Insider“.  This is a GREAT example of how and where a niche tax practice area can benefit from blogging.  Not only does Jerry provide great content for AccountingWeb, but he also gathers exposure and expert status at the same time.  Jerry also is able to have that same content appear on his own site Kirschner & Associates, P.C at the same time, getting more bang for the buck.  His article “Quick Facts About the Construction Industry” is an example.

In fact, I love Jerry’s firm blog which beautifully states what I think should be the mission statement for every accounting/tax blog:

My name is Jerry Davis (PUT YOUR NAME HERE) and I am a partner in Kirschner & Associates, P.C. (PUT YOUR FIRM NAME HERE).  We are a CPA firm in the Atlanta (PUT YOUR LOCATION HERE) area that specializes in the construction (PUT YOUR INDUSTRY HERE) industry.  I have started this blog for the following reasons:

• share answers to frequently asked questions from our clients
• post things that I read and want to communicate to others
• link to information on the internet that will interest participants in the construction (PUT YOUR INDUSTRY HERE) industry

Another example of this appears on CPA-Resource.com.  Under the site’s Community section is a Blog Sub-Section, that features various accountant and tax pros (10 at this time).  Each author provides well-written articles that, again, provide great content for CPA-Resource and give the blog author’s audience the sense that they know what they are talking about.  Entries range from 1031 Exchange discussions to Depreciation Reductions.  In some of the cases, the blog author cross-populates the content onto their own website.

Going back to Jerry:  By providing fresh and relevant information, and without him saying so himself, Jerry has created the real perception that he is in fact an expert in construction tax accounting.  If you notice, his blog entries are not necessarily long dissertations on obscure tax laws.  Often they are short, perhaps two or three paragraphs.  But he writes them, and he writes them consistently.  By being consistent, the perception is also that he is vested in what he does; that he cares about the construction tax industry.

These are important lessons to be learned.

Thanks to Matt Homann for this tip …

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