How Nine Stones Turned a Proofreading Brief into SEO Content for INAA

INAA, a Belgium-based network of accounting and audit firms, first asked Nine Stones to polish its English. The brief grew into an SEO content programme that raised its traffic, conversions and credibility.

Nine Stones for INAA

INAA

Client: INAA
Agency: Nine Stones, part of Cohaesus
Type of work: Marketing & content
Sector: Professional Services
Scope: Proofreading, SEO strategy, tone of voice, thought leadership articles

INAA, the International Association of Accounting and Audit Independent Firms, is a global membership network where finance professionals share knowledge, collaborate and extend their reach. Based in Belgium, it needed expert English content to strengthen its presence online.

The Challenge

INAA attracted little inbound interest from potential members and had low visibility in the global accounting community. Its in-house team had little time for content or SEO, and its written English needed polish. What began as a proofreading brief soon became a full SEO content project, aimed at credibility, reach and conversions.

The Approach

A strategy session set out what INAA needed: an SEO plan to guide its content, a tone of voice suited to international readers, and regular thought leadership articles for its website. Nine Stones' SEO specialists then built a roadmap covering:

Target keyword research
Content pillars and calendars
Long-form article topics to drive traffic and engagement

When lockdown arrived in 2020, INAA kept publishing, and the content helped it stay in touch with its members through the pandemic.

If we didn't have Nine Stones, it would have been more difficult to stay in touch with our membership and continue to offer professional material.

Nadège Mullier, Executive Manager, INAA

The Outcome

INAA saw more organic traffic, better conversion rates and higher engagement on platforms such as LinkedIn. Turning technical, jargon-heavy financial material into clear, accessible writing helped it build trust and authority with international audiences. Nine Stones works as an extension of INAA's marketing department, offering guidance and strategy as well as the writing.