What Glasgow Accountants Should Actually Talk About on a Podcast
The content question is the one that stops more accountancy firms from starting a podcast than any other. Not the technical setup, not the time commitment — the question of what to say. What topics will people actually want to listen to? How do we talk about accounting without it being dry? What is the right level of technical depth?
The answer starts with a shift in perspective. The podcast is not for other accountants. It is for the clients and prospective clients you want to work with most. Once that audience is clearly defined, the content question becomes much simpler.
Start with the questions clients ask before they understand the answer
Every accountancy partner has a mental list of the questions that come up in almost every new client meeting. The things business owners consistently misunderstand about tax. The decisions they make create problems down the line. The things the partner wishes clients understood before they came through the door.
That list is the first ten episodes. These topics require no research because you already know the answers inside out. They are directly relevant to the clients you want to attract. And they are the content a business owner in your target market is actively searching for when they realise they need better financial advice.
Topics that work for advisory positioning
Business lifecycle decisions: the financial choices that matter at each stage of a business — taking on staff, considering acquisition, planning an exit. Each stage has a specific set of questions that your target clients are asking and that you are well placed to answer.
Tax planning made accessible: not technical breakdowns for professionals, but practical explanations of what business owners can do now that will matter at tax time — and why leaving it until January is always more expensive than addressing it in advance.
Cash flow and financial management: the gap between profit on paper and cash in the bank is something most business owners understand poorly and constantly worry about. Plain-language content on this topic has a large, consistent audience.
Scottish-specific financial landscape: LBTT, Scottish income tax rates, the implications of Holyrood decisions for business owners — content that generic UK-focused accounting commentary does not address and that a Glasgow-based firm is specifically positioned to cover.
R&D tax credits and sector incentives: if the firm has expertise in these areas, accessible explanations of what qualifies and how the process works reach an audience actively seeking to find out whether they are missing out.
Using guests to extend your reach
Bringing guests onto the podcast does several things at once. It gives you content without requiring you to do all the talking. It gives the guest an incentive to share the episode with their audience, extending your reach into networks you might not otherwise reach. And it positions the podcast — and the firm — as a hub for the kind of professional conversation your target clients find valuable.
Good guest categories for Glasgow accountancy podcasts include solicitors and commercial lawyers, independent financial advisers, business owners from the firm's target sectors, and specialists within the firm itself. An episode where a partner talks to the firm's R&D tax specialist, or sits down with a Glasgow solicitor to discuss what happens when a business sale goes wrong, creates content that neither party could produce alone.
What to avoid
Content aimed at other accountants rather than clients is the most common mistake. CPD-style technical content is interesting to the profession but of no practical value to the business-owner audience. Keep the listener clearly in mind for every episode.
Heavily caveated content that commits to nothing is equally problematic. Caution is understandable in a profession where advice carries liability, but content so qualified that it says nothing is useful and will not build an audience. Speak to what you know, in the way you would speak to a client you were trying to help.
Firm news — award wins, office moves, staff promotions — belongs in a press release, not a podcast. Listeners are there for content that is useful to them, not content that is useful to the firm's PR.
Getting started
At Podcast Studio Glasgow, we work with professional services firms at 279 Abercromby Street in Glasgow's East End. If you want to talk through a content approach for your firm's podcast before committing to anything, call us on 0141 459 0956 or visit podcaststudioglasgow.com. No pitch, no pressure — just a practical conversation about whether it makes sense for your firm.
Learn more about why accountancy firms are benefiting from podcasts.
Further Reading
Why Glasgow Accountancy Firms Are Using Podcasts to Win Advisory Clients If your firm is trying to win more advisory work, the problem probably isn't your expertise — it's that the right people haven't heard you think yet.
How to Start an Accountancy Podcast Without It Eating Into Billable Time A well-structured accountancy podcast takes around 3 hours of a partner's time per month — here's how to set it up so it stays that way.
Why Your Best Podcast Isn't Recorded: It's Prepared (The Night-Before Checklist) Twenty years of podcasting experience condensed into one checklist — what to do the night before so the session runs smoothly and the content is worth editing.
Why Glasgow Solicitors Are Turning to Podcasting to Win New Clients Glasgow solicitors are using podcasting to build trust, stand out online, and win clients before the first phone call — the same logic applies to any professional services firm.
The Podcast Asset Most Businesses Are Ignoring (And How to Fix It in Seven Steps) Once you know what to talk about, the next mistake is not making your content findable — here's how to fix that in seven steps.
