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Thought Leaders in Accounting Firms with Matt Baldwin
Episode 8529th April 2022 • Accounting Influencers Podcast • Rob Brown (Accounting Influencers Roundtable - AIR)
00:00:00 00:20:21

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Episode 85. In today's news episode, we discuss "Thought Leadership in Accounting with Matt Baldwin."

Matt Baldwin is the co-founder of Coast, a public relations and communications consultancy that focuses on professional services firms. A former national newspaper journalist, Matt brings more than 25 years’ experience in helping accountancy and legal businesses develop impactful media relations, thought leadership campaigns and direct to client communications programmes. He is the editor of The Professionals, a magazine that celebrates the amazing achievements of professional services marketers.

Key takeaways from this episode include:

➨ the differences and similarities in thought leadership in professional services

➨ defining thought leadership and content creation - what it should really deliver for accountancy firms

➨ the relationship between thought leaders and thought leadership in the accounting sector

➨ what the good thought leaders do in accounting that is more than social media hype, likes and follows

➨ what comprises good thought leadership for accountants who want to serve their clients

➨ how good thought leaders can steer conversations and dictate the narrative in the business world

➨ why accountancy firms should be promoting and celebrating thought leaders in their ranks

➨ countering the argument accountants offer that they are too busy to create content and thought leadership

➨ how thought leadership and content creation is a discretionary activity for accountants outside fee earning

➨ busting the myth that everyone in a CPA firm or accounting practice should be a thought leader

➨ how leaders and marketers can identify and support the fee earning thought leaders in their professional firm

➨ what accountants need to consider when creating content and developing thought leadership strategies

➨ the impact on brand and reputation for an accounting firm when they develop strong thought leaders

➨ suggestions for boosting thought leadership activity and content creation in accountancy firms

➨ potential downsides of pushing thought leadership and content creation onto fee earning accountants

➨ how employees can support the thought leaders and content creating colleagues in their accounting firm

➨ what's coming up for thought leadership in professional firms in coming years

➨ the opportunities for accountants who want to shape the business landscape and create more leads for their firms

➨ thought leadership hot topics that accounting firms need to be speaking into

Outside work, Matt spend, or wastes, time on his 1970 Triumph Herald and cares for a growing number of chickens and rare-breed sheep. Contact him here:

Twitter: @coastmatt and @psmprofs




The Accounting Influencers Podcast is a CPE-accredited daily radio-style show with four segments coming out every Monday which are repeated on the other 4 weekdays as standalone episodes, plus a bonus 'from the client's perspective' episode on Saturdays. On Sundays, listeners get a short min trailer for the coming week's episodes.

Every Tuesday the show gives you a relevant news topic from the accounting and fintech world with a direct application to accountants, CPAs and bookkeepers. Great to stay informed and build your commercial acumen.

Every Wednesday and Friday, we feature an uncut interview with top authors, leaders, thinkers and performers in the accounting and fintech world.

Every Thursday the show gives you a practical 'here's what works' tips concerning a key challenge, need or strategy for accountants, CPAs and bookkeepers. Great to stay current and keep your skills topped up.

Finally, every Saturday gives listeners a bonus episode which focuses on the buyers of accounting services - the clients themselves. In particular how they feel, react to and experience their interactions with accountants. That includes why they buy or don't buy, why they move or stay and why they think how they think about you, your firm, your prices and your offerings.

Martin and Rob love to hear from the show's 22,000 unique listeners in 150 countries around the world. If you like the show and listen to multiple episodes, we'd really appreciate your appreciation with a review or rating. As most of our listeners tune in via Apple podcasts...

How to leave a review on Apple Podcasts

① Open the Podcasts app on your iPhone, iPad, or Mac.

② Navigate to the page of the Accounting Influencers Podcast.

③ Scroll down to find the subhead titled "Ratings & Reviews."

④ Under one of the highlighted reviews, select "Write a Review."

Anything about the style of the show, the frequency, the content, the CPE/CPD, the hosts Martin and Rob, the guests, the different segments or something in particular that's made a difference. Listeners can rate the show on a scale of one to five stars and can also add a written review. 

Please also recommend the show to people in your network because we'd love to reach a wider audience. Thank you from Rob, Martin and the whole Accounting Influencers Podcast team.



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