Is Blogging Still Relevant for Accounting Firms in 2025?
“Reports about my death have been greatly exaggerated,” the author and humorist Mark Twain was once reported to have quipped. While it’s not an exact quote, the statement nevertheless resonates and remains an often-used phrase used to gently chide declarations of deaths that, often in business, ended up being an exaggeration.
Take blogging, which remains a critical component of a business’ content marketing platform and a successful marketing strategy for accounting firms – even if it may not be deemed the cool kid it was a decade ago.
If an accounting firm’s website is its business card, the sum aggregate content published on the site – industry and service pages, videos, case studies, testimonials, white papers and, yes, blogs – all play a hand in shaping brand perceptions among visitors and reinforcing the firm’s expertise as an experienced service provider and problem solver.
Before we delve into four ongoing benefits of blogging, it may be worth reviewing these recent stats, brought to you by recognized digital marketing thought leaders, about the ongoing value of blogging and content marketing in 2025:
The following represent four key benefits of blogging for accounting and advisory firms.
Blogging and Search Engine Optimization (Online Search Visibility)
There has been a significant upheaval in online search over the past year or two due to the integration of AI-generated content (including AI Overviews, which just passed its first birthday in the United States on May 14).
Some marketing mavens have even questioned whether SEO is dead (thus reinforcing the theme of prematurely declaring a death, characterized by Twain’s quote above).
And while SEO has been impacted, with more than 50% of Google searches resulting in a results page where there is no subsequent click-through to another website, Google remains the top source of online searches—more than ChatGPT or Bing—which means a significant amount of traffic still passes from Google to the websites of service providers.
The strategic placement of keywords in blogs - especially, in today's world of AI-influenced search results, keywords that include high levels of context that reflect users’ needs - can still help blogs generate traffic and awareness.
Blogging also can help with local SEO, which is the CPA firm marketing strategy that generates visibility for websites and other digital assets from users who search locally for nearby accounting firms using terms such as “accounting firm near me” or “Rockville, MD tax firm”.
By fashioning, for example, a case study into a blog format, a firm can add the geographic location of the business or individual served in the case study, thereby drawing online traffic from people searching for an accounting firm in that particular area.
How Blogs Help Build Authority for Accounting Firms
Showing up consistently with ongoing blogs focused on the same topic helps build authority for your accounting firm. Below is a data snip from my website’s Google Search Console results. You’ll see a higher number of appearances in Google Search results (i.e. impressions) and increased click-throughs from the search results page to my website in a 28-day comparison period, which I attribute to consistent blogging. (Yes, yes, the overall number of clicks is low - I'm a relatively new business and I've only recently begun to refine my strategy).
As you might expect, I do like the results of this blogging strategy. And there’s an even broader, more interesting story to tell, which I’ll address next week.
A strategic website structure can also leverage blogging to create authority.
For example, a Categories section that appears alongside each blog post lets a reader who benefited from one post click into the related category and read other posts around the same industry or service line area of expertise. Unfortunately, I’ve seen many websites that don’t offer users a Categories section. Or, when it is offered, the other blogs that appear are several years old.
One other technique for deepening a user’s experience is to add a Related Posts section at the bottom of each blog post including thumbnail images and the titles of other posts.
This can create a seamless experience for a user who was interested enough to reach the end of one in-depth blog post and chooses to click through to another, thereby building the firm’s reputation for authority.
How Accounting Firm Blogs Help with Lead Generation
Informative blog posts provide readers with a positive experience with an accounting firm and can move them closer to the point where they choose to become customers. My favorite aspect of blogging – because it most directly impacts an accounting firm’s business – is the lead generation benefit.
My discussion about search engine optimization above is the first example of how blogging supports lead generation. Users searching online for accounting, tax or some other form of niche expertise can be directed to your firm’s website from a search engine.
Email and social marketing also offer opportunities to engage other audiences—those that subscribe to your email list and those connected to your social media platforms. Blogs provide content for an ongoing series of e-newsletters and social posts, thereby serving as a brand accelerator and as a positioning device for your firm among buyers.
A key website-based lead generation strategy that relies on blogs includes gated content. Some content on a site, such as most blogs, is free and open for visitors to read. Gated content, however, is a form of content hidden behind a form that an interested user must fill out with their contact information before they can access the content.
Combining a blog, which shares helpful (and free) information about a topic, with gated, more in-depth templates, checklists or white papers on the same topic, can drive interested users to share their contact details. And once your firm receives the user’s information, your marketing team can either reach out to qualify the user or email additional content to increase the prospect’s level of engagement.
Finally, adding a call to action to a blog – such as “Fill out this form to schedule a complimentary appointment” or “Register for this upcoming webinar” - can direct potentially interested buyers into a deeper experience with your firm.
How Blogs Can Be Integrated with Other Content On Your Accounting Firm Website
Blog content can be repurposed across various platforms, as mentioned in the previous section, including social media, newsletters and podcasts, maximizing their reach.
If you review NP Digital’s blog above about content marketing in 2025, Neil Patel points out that short-form video remains the most powerful form of content marketing. Video can easily be integrated into a blog post, thereby enriching a visitor’s experience with additional details about the topic.
And by taking a multi-media approach to the same topic (i.e. blogging about a topic and recording a video for YouTube and embedding it IN the blog), your accounting firm has the potential to reach traffic across different search platforms.
One benefit of blogging over longer forms of video is that it can save time for time-strapped consumers who need in-depth information fast and don’t have the time to go into something such as a long webinar recording.
A transcription of a webinar presentation repurposed into a blog post in short sections lets readers skim for information they need and, once they find it, decide the firm truly has authority to help them.
Interestingly, as I wrap up, this post hasn’t covered all the topics about blogging I’d hoped to address (such as internal linking, niche blog content and the integration of social proof such as case studies), which I think probably reflects the deep value and underlying strategy behind blogging as a key component of a CPA firm marketing strategy.
Although blogging is no longer all the rage in the era of short-form video and AI, it nevertheless remains important for content marketing at accounting firms. Blogging is a long-term asset that has the value of building trust and authority through the consistent publication of valued insights, which also ties in with generating new leads.
As mentioned above, next week I’ll share a case study about the impact of blogging on my own website traffic and what I’ve learned from Google Search Console data over the past few weeks.
In the meantime, if blogging (and other formats associated with a content marketing strategy) is something that can help your firm achieve its business goals, please reach out for assistance.
Joe Kovacs, APR is founder and managing director of Kovacs Communications, a consultancy that serves smaller to mid-sized accounting firms with content and lead generation solutions that drive growth. Connect with us on LinkedIn or via email. Or schedule a complimentary consultation.