Building thought leadership with Intuit

The challenge

• Intense competition from other established accounting software providers.
• Difficulty in distinguishing its brand in a crowded market.
• The need for increased credibility and authority in the industry to attract more customers.
• Lack of high-quality, impactful content to engage and inform potential customers.

Solution

• Thought Leadership Content Creation
• Research for Intuit to use in a webinar series
• A series of white papers on interesting topics for accountants

To address Intuit’s challenges, we developed a comprehensive thought leadership strategy that included:

1. Topic Identification
   • Conducted in-depth research to identify key pain points and needs of Australian businesses regarding accounting software.
   • Researched information that Intuit could present to the accounting industry to become the best resource for information for accountants.
2. Thought Leadership Content Creation:
   • Developed a series of white papers, research reports, and articles. Topics include the benefits of cloud accounting, best practices for financial management, and the impact of new regulations on SMEs.
3. Content Distribution and Promotion:
   • Intuit used this research and the resulting white papers in a series of webcasts to deliver further mileage for the work and the insights.
   • The white papers were written as a series of press releases, meaning they could be released individually for a more consistent content calendar.

Intuit has been able to publish these white papers as an on-demand download from their website, cementing them as a resource for high-quality and relevant information. They also further used these white papers in webinars with industry experts discussing pertinent topics, with recordings made available on demand.

Result

Immediate Impact

Intuit published two successful reports, the Intuit QuickBooks 2024 Practice Pricing and Billing Study, and the Small Business Report 2024. With the publication of these reports, Intuit is increasingly recognised as a thought leader in the accounting software industry.

Webinars and online workshops saw high attendance rates and positive feedback, indicating strong interest and engagement from the target audience.

Intuit generated several leads with the webinar series and the whitepapers.

Long-term Benefits

Intuit achieved a measurable increase in market share, moving the brand closer to its goal of becoming the number one provider of accounting software in Australia.

Content creates sustained engagement with audiences and readers for ongoing lead generation and customer acquisition.

The authoritative, expert nature of the content positioned Intuit as a trusted advisor and an industry leader in the Australian market.

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