By: Kristy Short, EdD
Let’s be real—when you think “accountant,” most don’t automatically think “content machine.” But you definitely should.
In a ridiculously noisy digital world, that’s exactly what the modern accounting firm needs to be. Whether you’re running your own firm, building a personal brand, or just trying to keep clients engaged—consistent, unique content is one of your most valuable assets.
Think of artificial intelligence as the power tool that gets you past the blank page—offering themes, article topics and outlines. Then layer that with your well-honed intuition and expertise to ensure content is accurate and unique to your firm’s voice. Intuition is your sixth sense—the collection of experiences, client interactions, and deep knowledge of tax and accounting that make you indispensable.
Combining AI and intuition isn’t about turning you into a robot—it’s about using AI as your creative partner while your human know-how steers the ship.
Consider a few of the following pressure tested tips on how blending AI and intuition can help you become an unstoppable content force. And one to be reckoned with at that.
1. Let AI reduce “blank page panic”
Starting from scratch is the worst. Staring at a blank page can go on for minutes, even hours, before a clear narrative comes into focus. Luckily, AI tools like ChatGPT, Jasper, or Claude offer a head start. Plug in a topic like “do you know what entity type is best for your small business” and boom—you’ve got a rough draft in seconds. It’s not perfect, but it can quickly cure a case of blank page panic.
Pro tip: Don’t be basic and just copy-paste. Use your AI-generated draft as your starting point. Then fold in your experience or your best “here’s what not to do” example. AI simply offers the structure, you bring the soul.
2. Train AI on your voice
AI can be like a pundit—perfect grammar and zero zazz. You have to take the time to teach AI how you speak and how to express your passion on a topic. The more content you feed it (blogs, emails, transcripts of meetings, LinkedIn posts), the faster AI learns to parrot your voice and your style. You want your content to sound like you, not like every other accountant on the internet.
Pro tip: Use tools like custom GPTs to create content that’s all you. Or just keep feeding AI content so it can capture your tone. Consistency is key. Dry and robotic is out; relatable and real is so in.
3. Use your intuition to snuff out the “blah, blah, blah”
AI doesn’t know your audience like you do. It doesn’t know when something sounds off, irrelevant or just plain boring. That’s your job. You know when your audience is vegging out and you can feel when a post is a hit or an epic fail.
Pro tip: Gut check everything. Trusting your intuition is key because you will always know better than a bot. For example, AI might suggest “Top 10 Tax Tips for 2025,” but your intuition might say, “Nah, my audience wants real talk about what’s changing in the tax code and what’s BS.” Trust that you know what’s up.
4. Create content that solves real problems
Fluff is a dime a dozen. Just plain old noise clogging digital space. People don’t want fluff—they want answers. Use AI to analyze trends or summarize IRS docs into something readable. It’s up to you to decide what actually matters to your readers.
5. Batch like a content beast
Any firm can get to a weekly posting routine—and without losing your mind. Seriously. Leverage AI to help brainstorm 20 or 30 topic ideas, outline them in a single sitting, and build drafts for each with AI’s assistance. Then review and add the meat. That’s a month (or maybe even two) of content completed and put to bed in less than a day.
Pro tip: A good way to look at your relationship with AI is: AI allows you to sprint. Intuition helps you steer.
6. Be a human in a sea of bots
The AI wave is already flooding every channel. The issue is that many people start and end at the prompt—without ever refining content to reflect their own unique voice. Readers crave authenticity, so be sure to leverage your intuition and expertise to stand out from all the other bot writers. AI can help you scale content, but your insights, stories, jokes, hot takes, and even your rants represent the stuff that keeps people coming back to your feed.
Let’s wrap!
AI isn’t here to replace your brain—it’s here to amplify it. As an accountant, you embody the expertise clients and prospects need. Combine that with AI’s speed and your intuition’s edge, and you can quickly emerge as a lean, mean content machine.
About the author
Kristy Short, EdD has been serving the accounting profession for more than 25 years as a content strategist and creator, coach, thought leader, and author. Having developed hundreds of content pieces—from business books and white papers to blogs and marketing materials—she provides firms and vendors with killer content that reflects their unique voice, converts, and supports a high-powered content and communications program. Contact Kristy at support@type5content.com.
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