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Maybe your accounting firm shouldn’t start a podcast

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Podcasting is the new blogging. Everyone’s doing it, and you should, too, right? Not so fast.

At the 2024 Digital Deep Dive conference in Atlanta, Georgia, Brandon Hall and I shared our experiences with podcasting and lessons learned. While our podcasts have seen remarkable success — my show, “The Accounting Podcast,” has notched millions of views on YouTube, and Brandon’s podcast, “Tax Smart Real Estate Investors,” generates 40-45% of new revenue for his firm — we wanted to emphasize that podcasting is not for everyone.

Before diving into podcasting, firms must carefully consider the significant time commitment, the need for a clear content strategy, and the challenges in measuring success to determine if starting a podcast aligns with their goals and resources.

It takes a lot of effort

One of the biggest challenges is the time commitment and consistency required to create a successful show. As Brandon pointed out during our session, “The top 1% of podcasts have 21 [or more] episodes. If you can hit the 21-episode mark, you’re now in the top 1% of all podcasts. When you talk about launching a podcast, everybody gets really excited. But what you don’t realize is that the results take a really long time.”

Many podcasts fail to make it past the first few episodes because the hosts severely underestimate the time required to keep the show running. After several years, Brandon’s show takes him about an hour and a half of his weekly time. But at the start, it can take a lot longer. Budget half a day per week to start. That will decline as you gain experience.

Committing for the long term is also critical. Brandon and I suggest planning to produce your podcast consistently for at least a year, if not longer, to give it the best chance of gaining traction.

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As for how often to record, Brandon recommends a weekly podcast schedule to keep listeners engaged and make it easier for your team to produce content. He noted, “You just get everybody into the habit of producing a weekly show … it ironically becomes easier.” 

You’ll also benefit from having your episodes at the top of the podcast player list. Subscribe to more than a handful of podcasts, and you’ll see how quickly new episodes get pushed below the first page of results.

It takes a long time to generate leads

Because a podcast takes a long time to generate leads, it must create value in other ways for your firm. And it can. Brandon noted, “If you pitch it as top of funnel or start thinking of it as top of funnel, it’s going to take a really long time for you to realize that goal.”

One way to maximize the value of your podcast is to repurpose its content into various formats, such as blog posts, videos, social media posts, and newsletters. Brandon said, “We think about our content in terms of whether we can talk about the same thing in multiple formats so that our potential buyers can consume our content in whatever way they find easiest. So we have videos, podcasts, Instagram and Twitter, TikTok, YouTube shorts, and newsletters. It’s all saying the same stuff, but you get to choose how you consume it.”

It’s difficult to attribute revenue

Measuring the success of your podcast and attributing leads and revenue directly to the show can be a challenge, too. As I argued during the session, “Don’t try to attribute business to your podcast. The podcast is just a way to create all the content that powers your content marketing engine.” 

In other words, your podcast should be a part of a larger content marketing strategy, not a standalone lead generation tool.

The difficulty in measuring podcast success and attributing leads and revenue is why many companies stop investing in podcasting. It’s hard to justify spending the money when the leads aren’t coming in the door. Having realistic expectations and understanding that your podcast’s impact may not always be immediately apparent or easily quantifiable is essential.

Is podcasting right for your accounting firm?

While podcasting can be a valuable tool for business growth and establishing thought leadership, it’s not the right choice for everyone. As more accounting firms explore podcasting as a marketing strategy, it’s crucial to approach it with realistic expectations and a well-defined plan.

Before starting a podcast, consider the following:

  • Do you have the time and resources to produce high-quality content consistently?
  • How will your podcast fit into your overall content marketing strategy?
  • What are your goals for the podcast, and how will you measure success?
  • Are you prepared to commit to podcasting for the long term, even if results aren’t immediate?

Firms that can commit to long-term investment and create valuable content for their target audience may find success in podcasting. However, it’s essential to carefully weigh the challenges and considerations before diving in.

If you still want to start a podcast after considering these challenges, email me at [email protected], and my team will work with you to ensure your podcast journey is successful.

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Accounting

EV makers win 2-year extension to qualify for tax credits

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The Biden administration gave carmakers a partial reprieve in finalizing electric-vehicle tax credit rules intended to loosen China’s grip on battery materials crucial to the car industry’s future.

Starting in 2025, plug-in cars containing critical minerals from businesses controlled by U.S. geopolitical foes, including China, will be ineligible for up to $7,500 tax credits, the Treasury Department said Friday. Automakers will get an extra two years, however, to shore up sourcing of graphite and other materials considered difficult to trace to their origin.

The rules put finishing touches on President Joe Biden’s push to develop an alternative to China’s preeminent EV and battery supply chains. The administration is imposing stringent sourcing requirements for raw materials and components in order for electric cars to qualify for the tax credits that are a powerful draw for consumers otherwise put off by still-high prices.

“These actions provide a strong signal to automakers that we want to see EVs built here in America with components and critical minerals sourced from the U.S. and our allies and partners,” White House Climate adviser John Podesta said.

The two-year exemption speaks to the challenges automakers have had reducing their reliance on Chinese suppliers of materials such as graphite. The mineral used in battery anodes emerged as a geopolitical flashpoint last year when Beijing placed restrictions on exports, sparking fears of global shortages.

The Biden administration’s rules don’t allow tax breaks for vehicles with batteries containing critical minerals from foreign entities of concern, a term referring to businesses controlled by US geopolitical foes such as China, North Korea, Russia and Iran. Those requirements take effect in 2025, as proposed.

But Biden has given auto and battery manufacturers some flexibility on this front, too. In December, the administration decided to allow materials from foreign subsidiaries of privately owned Chinese companies in non-FEOC countries — such as Australia or Indonesia — to count toward tax credit eligibility. This drew criticism from Western miners and policymakers who want Biden to more aggressively cut China out of the supply chain.

Automakers will now have until 2027 to curb the use of certain difficult-to-trace materials from FEOCs, provided that they submit plans to comply after the two-year transition and it’s approved by the government, the Treasury Department said.

“FEOC exemptions for any battery materials should be temporary,” said Abigail Hunter, the executive director of the Center for Critical Minerals Strategy at SAFE, a Washington think tank. “We need a clear exit strategy, lest we continue our dependencies on adversaries and further undermine the competitiveness of U.S. and allied critical minerals projects.”

The rules release concludes two years of work on requirements that already have reduced the number of EVs eligible for tax credits. About 20 models qualify today, compared to as many as 70 previously. Treasury Department officials said Friday they expect the number of qualifying vehicles to continue to fluctuate as companies adjust their supply chains.

Automakers including Tesla Inc., General Motors Co. and Toyota Motor Corp. have lobbied for additional flexibility to meet requirements. A lobby group representing automakers based outside the US praised the additional two years provided for the difficult-to-trace materials.

“It will take time for the global production and sourcing of graphite and other critical minerals needed to produce EVs to match the strict standards required by automakers,” Autos Drive America President Jennifer Safavian said in a statement.

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Accounting

Oregon senator Ron Wyden demands refunds for TurboTax customers over glitch

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Senate Finance Committee Chairman Ron Wyden, D-Oregon, demanded in a letter that Intuit give a refund to Oregonians who, due to a software glitch in the company’s TurboTax tax prep software, were steered toward taking the standard deduction when they would have paid less tax if they’d itemized. The senator said the company had known of this glitch in early April, but didn’t acknowledge it until shortly before the filing deadline.

The glitch, according to the Oregonian, affected about 12,000 people, some of whom reported having to pay hundreds more in tax dollars than they needed to. They were generally using the desktop version of the software, versus the online version.

“Fixing this error will require identifying all affected Oregonians, notifying them, and ensuring they can be made whole,” said the senator. “In part because of TurboTax’s various guarantees and market share, Oregonians who overpaid due to TurboTax’s error likely assumed the software opted them into claiming state standard deduction to minimize their taxes. That assumption was wrong. And because the vast majority of taxpayers understandably dread filing season and avoid thinking about taxes after it ends, many of those affected will not learn on their own that they overpaid. Intuit must act to inform them and help them get the full tax refunds they are entitled to receive.”

The TurboTax logo on a laptop computer in an arranged photograph in Hastings-on-Hudson, New York, U.S., on Friday Sept. 3, 2021. Photographer: Tiffany Hagler-Geard/Bloomberg

Tiffany Hagler-Geard/Bloomberg

An Intuit spokesperson said the company is currently working to resolve the issue, referencing their tax return lifetime guarantee.

“As part of our tax return lifetime guarantee, we are committed to the accuracy of TurboTax tax filers’ tax returns to ensure they receive the maximum refund possible. We are quickly working to resolve an issue impacting a small number of customers and actively engaging with those filers impacted to ensure their returns are correct and that they receive the maximum refund they are owed,” said the spokesperson.

The senator has also asked Intuit for an explanation of how this glitch happened in the first place, as well as an approximate timeline for the steps it took once it became aware of it. He has also asked for a count of precisely how many people were affected, as well as Intuit’s plans for both addressing this problem and what the company will do to prevent it in the future.

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Accounting

On the move: RSM names a client experience leader

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RSM US named its first enterprise client experience leader; the Financial Accounting Foundation is looking for nominees for its Financial Accounting Standards Advisory Council; RKL named a new office managing partner; REDW appointed three new vice presidents; and other firm and personnel news from across the accounting profession.

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