Marketing

The business and its buyers

accord implements and supports Sage Intacct for mid-market organisations across more than thirty countries. Customers often come from QuickBooks, Xero or Sage 50 and need to manage multiple entities or currencies, or handle more complex reporting.

The buyers are finance directors and financial controllers choosing software their teams may use for a decade. My content needs to help them assess whether it fits their business, with enough detail to answer practical questions. That means researching the requirements of four sectors: not-for-profit, construction, financial services and distribution.

The remit

I wrote and maintain accord's voice guide, bringing the tone, formatting and channel rules into a single document. It includes a record of corrections so those decisions carry through to later work. I rewrote it for the June 2026 rebrand and use it across four sectors and three channels.

Strand one — content

Sixty published articles on financial management software and the questions buyers ask about it. Research includes FCA surveys, FRC amendments, Charity Commission guidance and Sage's product documentation. I use these sources to check the detail and explain what it means for the reader.

I also review and update older content. For pages that already rank, I improve the article while retaining its URL, H1 and canonical, so useful existing pages stay part of the content plan.

See the writing in detail →

Strand two — measurement

I built a LinkedIn engagement baseline to make monthly comparisons more useful. I pooled engagement and impressions because a simple average gives a post with very few impressions the same weight as one with many. That matters in months when a handful of posts account for most of the reach.

The analysis also allows for followers seeing multiple posts, using a dispersion factor to widen the confidence intervals. At the volume a company page like accord's publishes each month, small changes can be hard to distinguish from normal variation. The report makes that limit explicit.

I also used the baseline to compare formats — video, graphics, carousels and photos — once reach was taken into account.

Strand three — the August 2026 website audit

After accord's website rebuild in June 2026, I audited the site in August to check what had changed and what needed attention. This was my most technical project to date, covering the live pages, old URLs and search performance.

• Crawled every live page to check the site against its sitemap.
• Recovered the pre-rebuild URL map from the Internet Archive and tested every old address against the live site.
• Reviewed Search Console data for the whole site and individual pages, comparing the same periods year on year to account for seasonality.
• Assessed whether redirects led to relevant destinations and documented recommendations for improvement.
• Prepared an implementation ticket of redirects, with every destination tested.

The report separates what I could measure from what I couldn't establish. It also considers external changes, including the expansion of Google's AI Overviews during the same period, so the findings don't attribute every change in search performance to the rebuild.

Strand four — brand and social design

I created accord's social graphics from March 2024 to July 2026, including carousels, event and webinar promotions, testimonial cards and video. Since August 2026, I've also worked with an external agency on some Friday posts, editing the copy as part of the review process.

The designs work within accord's brand and are aimed at busy finance teams. I use clear text and a simple layout to make the topic easy to pick up while scrolling.

Some examples of that work are below.