Modern businesses have a wide variety of options when it comes to digital marketing strategies, but content marketing remains one of the most effective tools for building long-term, high-impact results.
We partnered with INAA, an international association of accountancy firms with 140 members across 50 countries, to help them harness the power of SEO, share expert industry insights, and boost member engagement — all without in-person events.
When INAA first approached us, they were seeking a content marketing agency that understood the accountancy sector and could deliver thought-leadership content with genuine insight and value.
After an initial strategy and ideation session in May 2019, we agreed to deliver four 1,000-word articles per month supported by a long-term content calendar. This structure provided clarity, consistency, and the opportunity to collaborate closely — sharing timely industry insights and responding to client feedback in real time.
Our work didn’t stop at writing. We ensured every piece of content was aligned with a strong SEO strategy, focusing on search intent, keyword research, and current fintech trends relevant to INAA’s target audience.
By tracking keyword performance and search engine rankings, we saw outstanding results. For example:
The article “How Does China’s DCEP Currency Work?” (published July 2020) appeared at position 3 on Google — just weeks after going live.
This SEO-first mindset allowed us to consistently increase INAA’s visibility, drawing in readers searching for credible financial insight.
The COVID-19 pandemic forced many membership organisations to pause in-person events. INAA was no exception. But they recognised an opportunity to keep their community engaged through digital channels.
We produced a mixture of news-style content, expert interviews, and industry commentary, helping INAA retain relevance and strengthen its value to members.
Interviewing board members and professionals allowed us to create highly technical content in the right tone — turning complex industry conversations into engaging, accessible articles.
“By working in close partnership with INAA over an extended period of time, we’ve built a strong, authentic relationship that continues to thrive.”
From page-one Google rankings to continued member engagement, our long-term partnership with INAA has delivered measurable value.
CopyHouse continues to act as an extension of their marketing team — providing content that not only informs, but also positions INAA as a trusted voice in the global accounting space.
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