Marketing is changing in 2026.
No doubt AI has shifted everything.
But beyond AI, there are many other things firms should keep an eye on if they hope to reach their growth goals this year.
Today, we’re jumping into these trends (8 in total), so you can stay ahead of the competition and attract your ideal clients.
Trend number 8 is one of the easiest ones you can implement today to make a huge change.
But let’s start with the first one, which is something that isn’t talked about enough.
No time to read? Watch my video instead: https://youtu.be/poD-HGH92a8
Not too long ago, the question on everyone’s mind was, “How do I use AI?”
Today?
The question is: “How can I NOT sound like AI?”
At this point, most of us have gotten comfortable using AI. The only problem is that we’re all using the same tools.
It’s gotten easier to spot AI-sounding content at a glance. Everything starts to sound the same.
There’s no differentiation between this person and that person.
Now, I’m not saying that you shouldn’t use these tools. Rather, you should have discernment around them and how you’re using what comes out of the tool.
Read through it. Ask yourself, “Does this sound like ChatGPT (or whatever AI tool you prefer)?”
If it does, make some tweaks.
Add personality. Make the post your own.
This trend ties into the first.
More people are trying NOT to sound like AI.
What’s the best way to achieve that? Let your personality shine.
Get personal, and don’t be so polished.
Why?
People are craving genuine, real, raw content.
Think about this for a second: You just met someone new and you have many things in common. It’s easy to keep the conversation going and to form a connection, right?
Now, imagine talking to someone you have nothing in common with. It’s much harder to form that connection.
In many ways, this sentiment holds true for content.
If your content feels overly polished and overly produced, it doesn’t resonate with people the same way.
People crave your:
You don’t need perfect content to achieve it.
In fact, sometimes the most on-the-fly content performs the best.
So, the next time you get in your head and think a piece of content isn’t perfect enough, I want you to remember that your clients aren’t hiring you to be some professional marketer.
They’re coming to you because of YOU and your experience as an accountant.
Here’s a trend you may not have seen coming.
For years, we’ve all been told that information is one of the most valuable currencies in marketing.
Think about how often you used to download eBooks or checklists because you wanted that information.
Today, everyone has access to the same information, frameworks and explanations.
We don’t need information. What we need is someone to interpret it. That’s where the value lies.
For example, don’t say:
“Hey, here’s this tax law.”
Instead, say:
“Hey, here’s this tax law. Here’s what a lot of people think it means, but it actually means this.”
Interpreting information is what truly builds authority today.
Big audiences aren’t as impressive as they once were.
Today, micro trust often beats massive reach.
For firms that want to grow, having a thousand followers can be more beneficial for your business than having 50,000 followers.
Just take a look at e-commerce brands. More and more of them are engaging with micro-influencers.
These are influencers who have small but very engaged and loyal audiences. Their words carry weight with their followers, so they’re far more likely to buy recommended products.
Why do these influencers have such a hold on their audience? They build relationships with them. They create tight-knit communities.
That’s what I want you to focus on. Focus on the connection you’re making, whether that’s through the:
Do this, and you’ll build a loyal, connected audience, which is far more valuable than having the biggest audience possible.
Now, I also want you to keep things in perspective.
Let’s say that you get a post that reaches 50 ideal clients. You may be thinking, “Hey, I’m not reaching that many people.”
But imagine if you had all of them sitting in a room. That’s huge.
If you reach a hundred of them? That’s amazing.
It’s easy to get fixated on numbers, but the reality is that numbers mean nothing if you’re only attracting the wrong people.
We’ve all gotten so used to short-form content that it’s almost become the default in marketing. But that trend is reversing.
Long-form content is back, and it has a job.
Now, this is not to say that there isn’t a time or place for short-form content.
But generally, it’s oversaturated.
Let’s be honest: it’s everywhere.
Everyone is trying to get everyone’s attention with short-form, and it can be great to hook people in.
But the long-form content is where you really build that deeper connection with your audience.
Ideally, you’ll have short-form content to grab people’s attention and stop their scroll, and then you’ll have long-form content to build trust and deepen the relationship.
When was the last time you engaged online with a company brand?
For many of us, the answer is never or seldom.
The same holds true for the people you’re trying to reach.
They’re people trying to connect with other people.
When you’re thinking about growing your firm’s presence, you really need to think about growing your presence and the presence of the people at your firm.
Remember that a firm’s brand is the sum of its people’s brand.
It’s not about your logo. It’s not about your mission statement. These matter, but they aren’t what’s doing the true branding for you.
It’s you and your team.
Funnels have long been the foundation of online marketing.
Someone would run a Google search and land on your website.
Maybe they found you through search (SEO) or an ad. Either way, they made it to your website.
From there, they’d fill out a form with their email, and that would give them access to an eBook or a checklist.
Then, they’d receive a series of emails that encouraged them to book a call or schedule a meeting with you.
The whole thing was very linear.
But today, things are changing. Buyers are discovering you in a variety of ways. Maybe they landed on your website from:
Prospects can now find you in many different places, so you can’t just be thinking in terms of a linear path.
HubSpot calls this loop marketing. People discover you in multiple different places, and before they actually book a call, they’re likely going to see you in another place.
For example, maybe they see you on LinkedIn and then Meta, or they see you on Instagram, or they see that you chatted in a Slack community.
There’s no longer a linear path when it comes to converting clients.
Most people still treat content as a campaign.
But today, content is a relationship.
You can’t just share posts and say, “Hey, here’s a link to my calendar. We’re taking new clients.”
It doesn’t work that way.
You need to create relationships. You need to form connections.
This is not to say that you can never have an ask that leads people to booking a call, but if that’s all you’re posting about, you’ll struggle to see results.
Furthermore, if every post that gives value leads to that ask, that also doesn’t work.
Instead, start treating content as a way to form and maintain relationships. Add value with no strings attached. Get personal. Share your perspective and your knowledge.
If you make it all about forming connections and relationships, I promise that your firm will be in a completely different place a year from now.
Marketing is constantly evolving, especially in 2026 where everything seems to be changing at a rapid pace.
But these eight trends are the biggest ones to keep an eye on if you want to grow your firm this year.
And here’s the great thing: They’re all easy to implement into your strategy.
Review your content and ask if it sounds generic. If it does, add your personal touch and unique perspective to make it more relatable.
Clients prefer genuine, personal content over polished, corporate messaging. Share your experiences and opinions to connect better.
Focus on interpreting information rather than just sharing it. Explain complex topics in a way that adds value and showcases your expertise.
Not necessarily. Building a loyal, engaged community is more valuable than simply having a large number of followers.
Incorporate long-form content to build deeper connections, while also using short-form content to grab attention.
Shift from linear funnels to a loop marketing approach, engaging clients through multiple channels and building relationships over time.