For the first 10 months of writing content, I was bored.

After setting up my website and blog, I naturally focused on writing content on accountancy-related topics. This would include writing about the pros and cons of working with an independent accountant or how to change accountants in 5 easy steps.

Helpful topics, but I think they are limited for a few reasons:

  • They’re all technical posts, which could end up being a bit dry.
  • They’re too broad – they’re aimed at anyone who runs a business.
  • They felt boring to write and they’re all very similar.
  • They’re not very personal, open, or honest – just giving surface level tips.

I had peaks and troughs of writing in terms of frequency, but ultimately there were many times where I found it hard to be creative with content.

Content marketing influences

Over the last month, I have published posts like Every Cloud Accounting Results , Building a 6-figure lifestyle business or how my business helped me pay for a £11,000 IVF bill.

Anyone who reads the blog regularly with eagle eyes, well the one person who reads the blog regularly would have spotted there has been a change in content and strategy.

Hello mum.

This has been a culmination of a few sources; reading Nathan Barry’s blog, two of his mantras are ‘teach everything you know’ and ‘build in public’. Both of which resonated with me because transparency and honesty are really important to me.

I have also started reading Austin Kleon’s ‘Show your work’, where he talks about learning and sharing your journey.

It feels liberating, because it stops the need to feel like I need to be an expert on everything I write about, which can be a huge friction in writing content.

Sometimes there can be a temptation to hold onto knowledge, to keep it secret, especially when people pay for your services, but that isn’t in line with what I want.

Creating personal content

I want to be honest and help as many people as possible.

Instinctively it feels like it if I learn > build > share, that will have a way of coming back around.

I want to grow Every Cloud Accounting as a lifestyle business and share honest results, learnings and mistakes at the centre of everything because I think that’s 10 x more valuable than 5 tips to choose accountants.

Accountancy is so personal and trust based; clients trust me with opening up the bonnet on their finances and so I want to instill the same level of transparency.

Target market

I have also got a lot clearer on who I want to serve: service-based business i.e business owners who sell a service rather than products.

If I were digging in even deeper, I can also really help business owners who are married or in a couple and business owners who are trying to build a lifestyle business.

Rome wasn’t built in a day

Content takes a lot of time and patience, I know that from focusing on SEO, so I am not going to receive instant feedback.

It feels right, the writing is flowing and I am going to see where it takes me. If you’re enjoying reading the blog, please drop me a comment or email

If you haven’t had a chance to check out the Every Cloud Accounting results, that’s a great place to go next, as this concept is at the heart of that post.