How C&J uses the Tax and Accounting Alerts program 
as a thought leadership and content marketing tool

When Coulter & Justus, P.C. in Knoxville, Tennessee, received an inquiry from a client who had heard about a new tax law from a competitor, the firm decided it needed to be more proactive about keeping clients informed about such developments. So it subscribed to PDI Global’s Tax and Accounting Alerts program, which provides the firm with roughly 18 email alerts a year on legislative developments, new accounting requirements, tax planning strategies and other important topics.

But the firm didn’t just drop the text into an email and send it off. Instead, it had PDI Global custom design a branded template that would mirror the look of the firm’s website.

“We wanted something that would look professional and reinforce our brand image,” says Nan Bobbett, CPA, a tax principal at the firm. “The template PDI Global created does exactly that. We find the alerts a great way to have our clients be the first to know about an important subject. The open rate is typically between 40% and 50%, and we have received a number of calls because of the alerts.

“We could never get anything out so quickly after a tax law changes. Also, we don’t have to worry about the quality of the writing or the accuracy of the content. We find the program an easy way to keep in touch with clients, show them that we care, add value to our service relationship and help them make more informed decisions. We think the alerts say a lot about us and firmly position us as a thought leader.”