An Intro to Account Based Marketing: Part 5

Killer Content in 4 Easy Steps

Welcome to part 5 of our Account Based Marketing (ABM) series. In our previous blogs, we’ve touched on the basics of ABM, such as aligning your sales and marketing teams, identifying target accounts and doing thorough research.

This week, we’ll be moving towards the creative side of your ABM strategy — creating well-written and useful content. We’re going to take you through a 4-step process that’ll help you develop the kind of content that’ll drive your ABM strategy and connect you with your audience.

It’s hard to stress this point enough: it’s both difficult and crucial to actively engage your potential buyers, but like most of us, your buyer is constantly inundated with ads, emails, and not to mention, social notifications. As a marketer, it’s your job to cut through that noise and offer value, particularly when it comes to an ABM strategy.

Here’s how to create killer (and scalable) content to support your ABM strategy.

Step 1: Do Your Research

If you’ve been keeping up with our ABM series, you should’ve noticed a pattern by now — an ABM strategy relies heavily on research. That’s because the best ABM strategy is focused on personalization.

In the same way, the best ABM content is also personalized. This means that the more personal and relevant your content is, the more likely your target buyer will engage with you.

So, how do you create content that engages them? Ask yourself a few key questions:

  • Who are your key personas?
  • What do they care about?
  • Where do they consume information?
  • When do different types of content work best?

Step 2: Draw from Past Content

We never have as much time or resources as we’d like to. That’s why it’s so important to make the most of your hard work in the past to maximize your output in the future.

Here’s what we mean by that in the context of your ABM strategy: recycle your content. There is absolutely nothing wrong with picking and choosing pieces of relevant content to dust off and repurpose as part of your ABM strategy.

The key is not to waste time reinventing the wheel. Evaluate your existing content and figure out where it falls in your strategy. Go through it, find a couple core pieces of reworkable content and identify where you need to fill in the gaps with more research or fresh content.

It’s about working smarter, not harder- let’s stick to this cliché.

Step 3: Personalize, Personalize, Personalize

Before your content goes out the door, make sure that it’s as relevant to your audience as possible. For example, it’s important to include things like industry relevant examples and terminology.

Another important facet of personalization is the tone you use and making sure to change it with context. For instance, your tone may change from casual when addressing a perceived peer to more professional when addressing a member of your target account’s executive team.

The most important thing is that you decide what speaks most to the person with whom you’re trying to connect to.

Step 4: Create Your Game Plan

Once you have your content created, determine who gets what by identifying which content speaks directly to your target account’s needs. 

Referencing back to step 1 — the research you did to develop engaging content— determine the best way to get that content to your audience and act.

Creating great content can be tough, but it doesn’t have to be a monumental struggle. By researching your audience, mining existing content, personalizing your materials and delivering your offering in an effective way, you can make valuable content that resonates with your target accounts.

Check back next Thursday for the conclusion to our ABM series – How to Execute Your ABM Strategy. And of course, if you’re ready to start your ABM program and would like to see how we can help, contact us to learn more.

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