Posts By
Christina Camara

Christina Camara is the managing editor of INSIDE Public Accounting, which publishes two award-winning publications: the IPA newsletter and the annual IPA National Benchmarking Report, along with in-depth reports focused on IT, HR, and firm administration.

blue background with arm holding tool reading strategy to represent accounting marketing materials DEI toolkit|blue background with arm holding tool reading strategy to represent accounting marketing materials DEI toolkit

Get a How-To on Starting or Maintaining Your Firm’s DEI Initiatives with AAM’s New Toolkit

By Christina Camara / March 9, 2022

Accounting firms broadly support the need for a more diverse, equitable and inclusive workforce, but making real progress takes an understanding of the complexities involved, a sustained commitment and the tools to get started and keep the momentum going. The stakes are higher than ever. Staffing is always at the…

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Business Development Through the Client Experience Lens - picture of three emojis with checkmarks with the smiley face box checked|Business Development Through the Client Experience Lens - picture of three emojis with checkmarks with the smiley face box checked

Business Development Through the Client Experience Lens

By Christina Camara / February 3, 2022

What strategies and tactics do you apply to business development? In any business process, it’s easy to get mechanical. It’s time to get out of that rut and think about growing your business with client experience (CX)-focused development opportunities. Efforts can fail when we lack authenticity, ignore the emotional reasons…

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Website Revisions - How to Make an Impact - Image of Larson Gross' Homepage|Website Revisions - How to Make an Impact - Image of Larson Gross' Homepage|

Website Revisions – The Core Areas That Make a Difference

By Christina Camara / September 21, 2021

Where can you make an impact with website revisions? When visitors land on your website, is there something they can see that sets you apart from other firms they may be considering? Or, could you swap out your logo for someone else’s, and it wouldn’t make a difference? We covered…

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Niche Marketing - image of a pink pencil standing out in a row of white pencils

Niche Marketing Requires Mastery, Empathy, Authenticity and a Long-Term Commitment

By Christina Camara / June 24, 2021

If you want to excel in niche marketing, listen up. Three notable accounting marketers stand united when it comes to revealing the most important component to niche marketing success – don’t dabble. “If you don’t jump into the industry with both feet you’re never going to be able to service…

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Image of the AAMHigh! Webinar Logo and Best of the Best Accounting Firms logo|Image of the AAMHigh! Webinar Logo and Best of the Best Accounting Firms logo

What Does it Take to be the “Best of the Best” Accounting Firms?

By Christina Camara / February 11, 2021

Every accounting firm has its own formula for getting ahead but reaching the very pinnacle of this highly competitive profession requires certain key characteristics and attributes. With two decades of naming ‘Best of the Best’ accounting firms, IPA Publisher Mike Platt is armed with data that tells the story of…

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Man in front of camera recording client successes videos|Man in front of camera recording client successes videos

SVA Offers Pointers on Highlighting Client Successes Through Video

By Christina Camara / September 17, 2020

Accounting firms can’t be successful unless their client businesses have success, and no one can tell that story better than the clients themselves. A Madison, Wis.-based firm has found a way to showcase these client successes through videos.  The architects of the “Measurable Results” campaign recently shared the lessons they…

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IPA uses feedback from 2

Accounting Firm Culture Assessment Reveals Blind Spots

By Christina Camara / September 3, 2020

After asking nearly 2,000 accounting firm employees to describe the culture at their workplaces, a few generalizations emerged: partners view their culture more positively than most everyone else; respondents expressed low opinions about firm agility; and as firms grew, staff engagement decreased. These were some of the findings from INSIDE…

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Man at the top of a ladder Finding Opportunities in a Crisis: A Conversation with Accounting CMOs

Finding Opportunities in a Crisis: A Conversation with Two CMOs

By Christina Camara / July 21, 2020

The global COVID-19 tragedy has created a unanimous response from accounting firms: help client businesses – and fast. It’s an environment in which marketers can shine, said Plante Moran CMO Jeff Antaya and Armanino CMO Lori Colvin. Antaya and Colvin, who both led their firms’ marketing efforts through the 2008…

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Writing Authenticity post it notes for Marketing Success

Writing with Authenticity for Marketing Success

By Christina Camara / February 20, 2020

Many CPA firm marketers find writing intimidating, but Dana Bottorff has some ideas on lowering the pressure, elevating your content, and creating authenticity to give your firm a distinctive voice in the marketplace. It means writing with authenticity. In an Oct. 30 AAM High! webinar, Bottorff, founder of Anadon Marketing/Communications…

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Producing quality accounting content

Content Production Specialist Reveals How To Unlock Your Accounting Firm’s Content Potential

By Christina Camara / February 4, 2020

You already know that a good content strategy can differentiate your firm from the competition. But, for accounting marketers, producing quality accounting content, on a regular basis and then maximizing their efforts can lead to more than a few “Grade A” headaches. Producing quality accounting content a big job, but…

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Featured: Season 5 Episode 1

The Digital Lead Gen Process For Accounting Firms

with David Toth of Winding River Consulting

Explore expert strategies for digital marketing success with the latest insights on SEO, content strategy, lead generation and more.