ABM and Content Marketing - Get your content game together

ABM Sep 30, 2021
“Content builds relationships. Relationships are based on trust. Trust drives revenue.” Andrew Davis

Marketers have always been aware of the importance of content marketing in their marketing campaigns. Yet, they are still seen screaming their heart out, “Content is the king.” We agree. We are not here to nullify the argument that content marketing is pivotal for marketing campaigns. Companies create multiple content resources for their audience’s consumption, assuming an increase in the accumulation of content resources would gather leads. We have seen content being dropped in landing pages, social media ad placements, and even in the description of youtube videos.

With a broad level of audience targeting, it would take a long time for the companies to generate content to keep the traction going. Account-based-Marketing (ABM) addresses this bottleneck and helps deliver personalized content to the accounts.

“Create scalable content that supports your entire ABM programs across the entire customer lifecycle”

With ABM, it is possible to create content at a scale that caters to your highly segmented audience. In addition, it would enable you to cater to larger audiences with a personalized communication-based value proposition that would break through the noise.

How to use ABM to power your content marketing strategy?

1. Restrategize your content strategy

ABM is built to deliver your content to a specific set of people within the target company. The existing B2B  content strategy involves marketing content to a broad set of audiences who are stakeholders within the industry. With ABM, the content reaches out to your accounts on a scale that includes the decision-maker within the company. Another factor to consider for ABM-based content strategy is the unification of communication points between the sales team and the marketing team.

2. Define your ROI

Although the formula to calculate ROI derived from the content strategy remains the same, ABM solves one major challenge that B2B content marketers face.

Which piece of content works for who at what time and at what level.

Since the content delivery is personalized, it becomes more efficient to measure the ROI extracted from the content delivered to the specific accounts.

3. Redefine your audience persona

ABM enables you to optimize your understanding of the buyer persona. Framing persona-centric questions enable you to create engaging and offering relevant content. Some of the persona centric questions are -

  1. Who are the users, influencers, and buyers (decision-makers)?
  2. What are their challenges?
  3. Where do they consume content? (Offline/Online)

Documenting the personas is important to understand what kind of content your personas engage with and scale the content further.

4. Personalize delivery

When we scale content to penetrate it to various accounts, it is imperative to have personalized content strategies irrespective of the team size. When you redevelop your content strategy, you need not create the content from scratch, rather revisit and build the sales funnel from scratch and repurpose the existing content to suit the stages.

After profiling the attributes and behaviors of your audience, you can work on filling the missing pieces of content. Reiteration will be a holistic behavior expected out of an ABM  specialist since the testing process would reveal what works and what does not. Be prepared to adapt content delivery to your target accounts.

5. Repurposing Content

Producing new content is resource intense — time & money. So before you start creating brand new and original content, it is highly recommended to understand the existing content comprehensively. If you don’t have the list of content details like the date of creation, which audience it was created for, and whether it’s early, mid, or late-stage content, etc., it is worth making one. This will help you understand the content that works, which is obsolete or needs an update. It will also help in identifying the content gaps.

Audit your existing content bank and find out which ones can be useful in ABM. Published content that is a good fit can be repurposed with changes in formats, types, and platforms. Then identify the content gaps and start creating a hyper-personalized plan.

Content is the primary way to deliver the value of your offerings to both the existing and prospective users. Hence delivering the content to the specific user with the specific message is imperative with the right ABM tool. So go ahead and reiterate your content strategy to make your pipeline bigger.

Ashik Peter J

Digital Marketer & Business Storyteller