The Marketing Strategy CPA Firms Need, with Barrett Young

Look into the "3 Ways to Generate Leads With Your Podcast" E-book for free here on our website! (https://ghapodcast.com)In this episode of Podcast Gurus, we’re joined by Barrett Young, CPA, marketing partner at GWCPA, a member of the Board of Directors at Maryland Board of Public Accountancy, and the creator of The Art of Succession Podcast. Barrett works with multi-generational businesses to navigate the complex and often emotional process of transitioning from one generation to the next. Drawing on his experience as the ninth partner in an 80-year-old CPA firm, Barrett combines deep expertise in succession planning with an innovative approach to business growth and client service.In this conversation, Barrett shares how niching his firm down to focus on succession planning transformed their business model, why he chose a video-first, interview-style podcast, and how treating YouTube and audio podcasting differently improved retention rates. He also explains why human connection will remain the most important part of podcasting, no matter how advanced AI becomes.If you’re a business owner preparing for succession, a CPA curious about niching down, or a podcaster looking for strategic marketing insights, this episode delivers a mix of actionable tips and real-world lessons.What You’ll Learn in This Episode:How niching down on succession planning transformed Barrett’s CPA firm.Why succession planning requires balancing longevity with innovation.The benefits of a video-first approach for building trust and connection.How splitting long episodes into shorter parts improved retention.Why human connection will always be podcasting’s greatest asset.Episode Breakdown with Timestamps:[00:00] Introduction: Why only 30% of businesses make it to the second generation?[06:54] The DNA of succession at an 80-year-old CPA firm[13:07] Why most second-generation businesses fail, and how to prevent it[15:03] Collaboration over doing it all: Barrett’s approach to succession[27:48] The challenges of succession planning[32:47] Why Barrett chose an interview format over self-hosted shows[42:05] How two episodes a month beats going weekly (for now)[48:08] What will still be true about podcasting in 10 yearsFollow Barrett Young:Barrett Young: https://www.linkedin.com/in/barrettyoung/GWCPA: https://www.linkedin.com/company/gwcpa/Maryland Board of Public Accountancy: https://labor.maryland.gov/license/cpa/The Art of Succession Podcast: https://gwcpas.com/podcast LinkedIn: https://www.linkedin.com/company/art-of-succession-podcast/Apple Podcasts: https://podcasts.apple.com/us/podcast/the-art-of-succession/id1742796896Follow Hussam & Guillaume:Hussam on LinkedIn: https://www.linkedin.com/in/hussam-ali-6bb69186/ Guillaume on LinkedIn: https://www.linkedin.com/in/guillaume-jouvencel/ Gha Marketing Website: https://ghapodcast.com/ Follow us on our Social Media:LinkedIn: https://uk.linkedin.com/company/gha-marketing-ltdInstagram: https://www.instagram.com/gha_marketing/Tiktok: https://www.tiktok.com/@gha_marketingTwitter: https://twitter.com/GHAMarketing_Facebook: https://www.facebook.com/people/GHA-Marketing/61552528799376/