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Content calendar for accounting firms
The firms that get found are the ones that answer the questions clients actually type. This calendar plans a quarter around those questions: one piece a week, the channel it goes to, the client question it answers, and a bank to collect the next questions as they come in.
Updated · Excel workbook (.xlsx) · Free with a firm profile
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How to use it
How to use this template
1
Fill the question bank first
Ask the team for the questions clients asked this month, written the way the client said them. Twenty is plenty to start. The accounting firm marketing guide covers where content fits in your marketing.
2
Type the first Monday
On Calendar, the other twelve weeks date themselves from it.
3
Give each week one question
Pick the channel, a working title and the question from the bank. One question per piece keeps it findable.
4
Mark it published and reuse it
Add the link once it is live, then pick a second channel for the same answer. The Summary sheet shows what went where.
The template
The template in full
Accounting firm content calendar
Replace everything in [square brackets].
What's in the workbook
Three sheets after the read me: the 13-week calendar, the question bank, and a summary by channel.
Sheet
What it does
Read me
What the workbook is for, how to use it, and where it came from.
Calendar
Thirteen weeks, one piece a week: the channel, the topic, the client question it answers, who owns it and where it is up to.
Question bank
The questions clients actually ask you, collected as they come in. Each one is a piece waiting to be written.
Summary
Pieces planned and published by channel, and how many client questions are still waiting for an answer.
Shaded cells are yours to fill in. Everything else calculates from them. Nothing is filled in for you: no benchmark, rate, salary or fee is typed in as a default, so every result is built from your own numbers.
Sheet 1: Calendar
Thirteen weeks, one piece a week: the channel, the topic, the client question it answers, who owns it and where it is up to.
Column
Type
What it is
Week
Set for you
Week of the quarter.
Week starting
You fill in the first; the rest calculate
Type the first Monday; the other weeks follow.
Channel
Pick from a list: Website article, Newsletter, LinkedIn, Video, Podcast, Client email, Google Business Profile, Event or webinar
Where it goes first.
Topic
You fill in
A working title.
Client question answered
You fill in
Take it from the Question bank. One question per piece.
Owner
You fill in
Who writes or records it.
Status
Pick from a list: Idea, Drafting, Scheduled, Published
Where it is up to.
Link once live
You fill in
The published URL.
Reuse it as
Pick from a list: Website article, Newsletter, LinkedIn, Video, Podcast, Client email, Google Business Profile, Event or webinar
A second channel for the same answer.
Notes
You fill in
Anything else.
Week starting: Type the first Monday; the other weeks follow.
Sheet 2: Question bank
The questions clients actually ask you, collected as they come in. Each one is a piece waiting to be written.
Column
Type
What it is
Client question
You fill in
Write it the way the client said it, not the way an accountant would.
Who asks it
You fill in
What kind of client: tradie, new business owner, landlord, charity.
How often you hear it
Pick from a list: Every week, Every month, Every season, Now and then
Answer the frequent ones first.
Answered in week
You fill in
The calendar week that answers it. Empty means still waiting.
Notes
You fill in
The answer in a line, or who to ask.
Sheet 3: Summary
Pieces planned and published by channel, and how many client questions are still waiting for an answer.
Column
Type
What it is
Channel
Set for you
Each channel in the dropdown.
Pieces planned
Calculated
Weeks with this channel.
Published
Calculated
Of those, marked Published.
Pieces planned: Weeks with this channel.
Published: Of those, marked Published.
Bottom rows (All channels; Questions still waiting for an answer): totals and averages across the rows you have filled in.
Before you rely on it
Thirteen pieces is a quarter at one a week. If that is too many alongside client work, plan one a fortnight and leave the other weeks empty; a calendar you keep beats one you abandon.
This workbook is a starting point, not financial, tax, employment or legal advice. It only knows the numbers you give it, so check them against your own records and take advice on anything you are unsure of.
Common questions
Frequently asked questions
What should an accounting firm post about?
The questions your clients already ask you, answered plainly. They are the same questions prospective clients type into search engines and AI assistants, which is how a firm gets found. The question bank collects them as they come in. The get found in search and AI playbook shows how answers get found.
How often should an accounting firm publish content?
As often as you can keep up. The calendar plans one piece a week for a quarter, but one a fortnight kept up for a year does more than a burst that stops in week four.
Which channels does the calendar cover?
Website articles, newsletter, LinkedIn, video, podcast, client email, Google Business Profile and events or webinars. Each piece has a first channel and an optional second one to reuse the same answer. Why YouTube works for accountants covers video in more depth.
Why plan content around client questions?
Because a piece that answers one real question is easier to write, easier to find and easier to share with the next client who asks it. Planning by question also stops the calendar filling up with topics nobody searched for.