When Visual Punch started working with Tennick Accountants, all their content depended on one person — Graeme. He captured it, he created it, and when he got busy, it stopped. Two years on, the firm has a content library its team actively draws on, a twelve-month plan with quarterly deliverables, and an owner who has moved from commissioning individual pieces to backing a direction.
Problem:
Tennick had very little content and no consistency in what they did have, for a structural reason rather than a lack of effort. Everything sat with Graeme — the capturing and the creating both — an arrangement that works right up until the person carrying it has a busy month, and then the whole thing goes quiet. For a firm whose growth depended on being visible, that was a real constraint, and the team had defaulted to stock footage simply because it was what was available.
Solution:
There were ideas on the table from the start about strategy and direction, but none of them were the immediate need — the immediate need was a library. Images and straightforward videos, enough of it and of a good enough standard that the team could dip in whenever they needed something, removed the bottleneck immediately rather than producing a plan that still relied on Graeme finding time. Once the library existed, the team realised they could ask for the content they actually wanted, rather than searching for something that would do. Building on that, Visual Punch spent three days filming in London around Graeme’s talk at the Digital Accountancy Show, and the relationship has since moved to a twelve-month plan setting out what gets delivered each quarter and what each stage is actually for.
Outcome:
The change is visible in how the team treats the work — content has gone from being seen as an expense to something the team trusts is building toward a bigger plan. Graeme’s own confidence has moved with it too, in his content, in what the firm delivers, and in how they communicate what they do for their clients. Tennick aren’t short of leads or clients; the work now is about improving the quality of what comes in, attracting business owners looking for an accountant who can genuinely change how their business works, rather than the person after the cheapest tax return. That’s a positioning problem before it’s a content problem, and it’s what the twelve-month plan is built to solve.