Account-based marketing may be trendy but if it’s not properly planned, you still won’t be able to yield results from it. How do you bring the right accounts into your funnel and keep them there? You need content that attracts and captivates your target audience.

In this article:

  • Research is the most important step to create a content strategy that will yield positive results.
  • Create new and personalized content for your prospects as much as possible, but existing resources can also be edited for re-use. Always choose to work smarter.
  • Your content plan should address a client’s main interests and pain points and how to deliver your value to the account’s key decision-makers effectively.

ABM and the Right Content

In order for your target audience to see the value you’re offering them, you need to send them the right message. And not just any message — the perfect content that answers all their pain points and offers the right solutions to them. 

Curating the right content will help support your ABM strategy, increasing your chances of converting your B2B leads into actual paying clients. 

Your message should be clear and it should reach relevant decision-makers within your target organization or company. That’s what an effective ABM program should focus on: communicating the value you’re offering to the right set of people. 

Mass sending one generic content to all of your leads won’t help your ABM strategy. To successfully identify and engage with the right prospects, you need to create a personalized, specific content plan. By doing this, you will be able to provide the solutions entrepreneurs need. 

There are a few things to remember when creating a content plan in tandem with your ABM strategy that will work wonders for your business.

Do Your Research

Establishing a concrete relationship with your buyers relies heavily on how you gather information about these clients in the first stages of contact. It’s best to build your research with persona-heavy information on the accounts you’re targeting. By analyzing these account-specific data, you’ll know what content you need for your targets and how to deliver it to them effectively. 

Take note of these basic questions to keep in mind when doing your research.

  • Who are your target accounts?
  • Who are the key decision-makers in those target accounts?
  • What are their interests?
  • How do they consume content based on their interests?

When you fully understand your target account’s interests and how they’re consuming the content for that, you can create a content plan that’s irresistible and actually effective. 

Know Your Resources

After figuring out what your target leads want and need, it’s time to shift your attention to the actual content they will respond to. Check to see if you already have the content needed to address their interests or pain points tucked away in your own resource list.

While brand new content is great, it also takes time to create and perfect. Of course, every prospect has different needs and they require specific plans but you may already have the answer lying around in your archives. What worked for a previous client might also be beneficial to a new lead. 

Regularly checking your resources list will also help you identify gaps. Content needs to be updated regularly and it can also be edited and reused to fit a new prospect’s interests.

Create a Plan

After understanding who your audience is, what content you already have in your repertoire, and identifying the cracks in your system, you’re ready to create a content plan that rocks. 

Gather your team and brainstorm a content plan that:

  • Addresses your client’s issues.
  • Figures out how to distribute this content to the accounts that need them.

Will you be sending emails, connecting with them through social media, or giving them a cold call? You can come up with an effective communications plan based on the thorough research you did on these accounts. 

Personalize Your Content Strategy

While ABM is about giving each target account a specific, personalized buyer journey, you don’t need to create every content plan from scratch. In fact, you can still reach out to multiple leads with customized content plans. 

Accounts in the same industry will likely have the same interests, issues, and needed solutions. Create a content plan that will attract the key decision-makers in those companies by using existing resources. You’ll save time and resources when you use the same materials then edit them according to each client’s unique needs. However, if needed, try to come up with original content ideas to address each enterprise’s specific pain points. 

You can also try testing your content by creating multiple versions of the same ad. Then, review which version yielded more results. The results of these types of tests will help you produce a more effective content plan strategy in the future.

There is no fool-proof, one-fits-all template for content when it comes to account-based marketing. That’s why it’s important to really understand your target accounts before actually sitting down to create a content plan. You’ll be able to establish a deeper and lasting relationship with both converted and unconverted leads.