How we turned original research into cross-platform discovery for Caba  

Today we’re talking burnout and a campaign that earned its audience relevance and authority in Reddit conversations, and its visibility in AI citations. 

Here's how caba - the benevolent charity for chartered accountants - got that Fame & Findability™ flywheel spinning - by proving that they listened to a real audience need. 

caba supports accountants - and accountants have a burnout problem!

Two problems in fact. Firstly, people didn't want to show up publicly to admit their burnout. And second, when they looked for guidance all they found was generic burnout content, not caba's specialist support. 

Either one of us - can Google ‘burnout’ and get symptoms and untailored advice.  

This was about getting tailored information in front of people in an industry who'd been trained to stay quiet in front of professionals who worked in a 'grin and bear it' culture.

We surveyed accountants - who helped us see past this smokescreen that builds up – to see past this culture of stiff upper lip-ness. And our research found that... 

• nearly 50% of accountants regularly experience burnout 

• and almost two thirds said that their working environment was the fuel for those burnout flames 

The industry needed support. Support that was easily 'findable' - when it was searched for. 

This campaign was about creating a resource that didn’t yet exist. Think of it like putting fire extinguishers exactly where fires start. When people needed help… it was already within reach.” 

Now, thanks to our campaign with caba, accountants have access to our state of the industry report that examines key factors and indicators of Burnout. 

They can now watch case study videos from accountants in exactly their position who were willing to talk publicly about their own experiences and the industry attitudes that led them and their colleagues to suffer from burnout. 

They can read any of the 26 pieces of media coverage that the campaign earned, across accountancy, HR and business titles....increasing Findability by showing up in the places they value. 

For an audience that was silently suffering, our content became discoverable on Reddit. From a 'suffer in silence' start, the campaign's relevance meant accountants were now sharing caba content in subreddits and adding their own experiences to the conversation. 

And now, when you search for “accountancy burnout” you'll find caba's content being cited in Google's AI Overview. LLMs are pulling it as a trusted source because when your content earns credibility with journalists, with communities like Reddit, with case studies from the audience it was built for - the algorithms start to notice and serve it back to us as the authoritative voice on the subject. 

Our campaign helped caba show up…in the media, in the scroll, in the conversations, and also in the answers.  

All of that!… That's Fame and Findability™. 

Publishing Far & Wide, creating content that the audience SEES when they’re NOT looking for it - but easily FOUND when they ARE.