How Nine Stones Built a Long-Term Content Programme for INAA

INAA, an international association of accountancy firms, wanted thought leadership with real insight. Nine Stones has written for it since 2019, to a calendar of four SEO-led articles a month, and kept members engaged when the pandemic stopped its events.

Nine Stones for INAA

INAA

Client: INAA
Agency: Nine Stones, part of Cohaesus
Type of work: Marketing & content
Sector: Professional Services
Scope: Content marketing partnership, SEO strategy, thought leadership articles, news, interviews, industry commentary

INAA is an international association of accountancy firms, with 140 members across 50 countries. It wanted a content partner that understood the accountancy sector and could write thought leadership with real insight and value.

The Approach

A steady calendar. After a strategy and ideation session in May 2019, Nine Stones agreed to write four 1,000-word articles a month to a long-term content calendar. The regular rhythm gave both sides clarity and let them respond to industry news and feedback as it came.

SEO in every piece. Each article followed an SEO strategy built on search intent, keyword research and the fintech trends that mattered to INAA's audience. Nine Stones tracked keyword performance and rankings as it went.

Content without events. When COVID-19 stopped in-person events, INAA turned to digital channels to keep its members engaged. Nine Stones wrote news, expert interviews and industry commentary. Interviewing board members and other professionals let the team write highly technical pieces in the right tone.

The Outcome

The SEO-led approach steadily raised INAA's visibility. One article, "How Does China's DCEP Currency Work?", published in July 2020, reached position 3 on Google within weeks of going live. Nine Stones continues to work as an extension of INAA's marketing team, positioning the association as a trusted voice in global accountancy.