Unlocking Content Ideas for Your Professional Services Firm: A Guide from a CMO 

Are you struggling to generate fresh content ideas for your law firm, CPA, or financial advisory firm’s marketing strategy? It’s a common challenge in the professional services industry. But fear not, as there’s a simple yet powerful approach to ignite your content creation engine: leveraging your Google Search Console queries. 

As a Chief Marketing Officer (CMO) in this space, I understand the importance of staying relevant and authoritative in the digital realm. Content creation and thought leadership are not just buzzwords but essential strategies for building trust and attracting potential clients. However, coming up with compelling topics can be daunting. That’s where your Google Search Console comes into play. 

Let me walk you through the process: 

  1. Dive into Your Google Search Console Queries

The Google Search Console is a treasure trove of insights into how users find your website. By navigating to the “Performance” section, you can view a list of queries that led users to your site, along with metrics like impressions and clicks. 

  1. Identify Top Queries and Impression Trends

Pay close attention to the queries with the highest impressions. These are the terms and phrases for which your website appears in search results most frequently. Analyzing these trends allows you to uncover valuable topics that resonate with your target audience. 

  1. Develop Content Themes Based on Insights

Once you’ve identified the top queries, it’s time to brainstorm content themes around them. For instance, if your top queries include “organic results” and “business development for accountants” (examples from my Google Search Console), consider crafting articles or guides that delve into these topics in-depth. You can also tailor the content to address your audience’s pain points or challenges. 

  1. Address Visibility Gaps

Don’t overlook queries where your website’s visibility is lagging. If you only appear on the 60th spot in the Search Engine Results Pages (SERPs) for a particular query, it’s an opportunity to improve your rankings. Dedicate resources to creating comprehensive content around those topics, optimize your website’s on-page elements, and build internal links to signal to Google that these topics are a focus area for your firm. 

  1. Leverage Niche Expertise

Consider refining your content strategy to cater to niche audiences within your industry. For example, if “local web designer” is a significant query for your firm, explore how you can provide specialized insights or services tailored to accounting firms needing web design solutions. 

  1. Tap into Analytics for Endless Inspiration

Your Google Search Console is not a one-time resource; it’s an ever-evolving tool that can fuel your content pipeline indefinitely. Regularly monitor your performance metrics, adapt your content strategy based on emerging trends, and continue to refine your approach over time. 

Content creation doesn’t have to be a daunting task. By leveraging the insights from your Google Search Console, you can unlock a treasure trove of content ideas tailored to your audience’s interests and needs. So, the next time you’re stuck about what to write about, let your analytics guide the way to engaging and impactful content for your professional services firm.