Brexit: Using A Global Event To Fuel Content Marketing Success

Recently I came across an article from WeiserMazars, the global tax and accounting advisory firm, entitled Brexit and It’s Potential Impact On US Multinationals. For those of you selling your water and wastewater equipment around the world, it’s a quick and informative read focusing on what happened, some tax implications, why it matters and what you should be doing about it now. The article is authored by the firm’s International Tax Practice Leader and a Senior U.S. Tax Associate.

What struck me about the article was how eloquent yet simple it is. It’s a great example of brand publishing done well. Let’s examine what it doesn’t do first and then we’ll take a look at what it does do and how that relates to what we in the water and wastewater industry can focus on.

The first notable thing about the article is that it does not include any reference to WeiserMazars or the services they offer. It’s purely informative, relying on the potency of its subject matter to capture the readers’ attention and compel them to seek out the firm should they have further questions.

The second thing it omits is a level of complexity it would be easy for the article’s esteemed authors to fall into. It’s important when creating content to make sure you understand the purpose of what you are writing. And in this case, the article is designed to give the audience just enough to think about and get them to (potentially) follow up for more information and get their questions answered.

And in terms of what the article does do? It provides a succinct but well informed argument that encourages its reader to move forward cautiously. Caution in itself suggests being methodical and well-informed which lines up perfectly with the subliminal brand message that WeiserMazars is projecting through this content.

It’s technical enough to illicit nervousness in the reader but not too technical to lose them in the finer detail of international tax policy. When creating content to support your brand mission in the water and wastewater space, this is where you want your outreach writing to put you. Enough detail to inspire an emotion that will trigger further information gathering but not too much information that will cause your reader to either (a) conclude he doesn’t need your services or (b) lose interest and move on. That emotion can be anxiety or fear but also elation (the “Eureka” moment), inclusion, empathy and many more that can trigger your desired response.

Finally, where this article is published is important. As part of the WeiserMazars Ledger, it indicates to the reader that there is plenty more content to be consumed on the subject. It’s important to create a steady and consistent body of content to support your brand if you wish to be seen as an industry thought-leader. This one article won’t do it alone. But wrapped up into a broader portfolio of international tax-implication media, it plays its part in deepening the reader’s connection with the WeiserMazars brand.