While traditional marketing targets more general prospects, account-based marketing (ABM) requires a different approach. Rather than trying to acquire new leads from a large population of prospects, account-based marketing, or ABM, focuses on meeting the needs of a very specific audience.

As a way for account-based marketers to reach their audience in an emotional, beneficial, and appropriate way that helps develop leads and connections, content marketing has become one of the go-to tactics. Here, marketers are able to develop content and copy that relates greatly to their particular audience that they are trying to reach, which ultimately leads to achieving success. Whether you are new to the idea of using content in an ABM strategy or are rather familiar with ABM, we have some beneficial guidelines that can help you create the most engaging content that will meet your clients’ needs.

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What is Account-Based Marketing?

ABM is a type of business to business marketing where you’re communicating with individuals from specific accounts within a company. Unlike traditional marketing where a broader audience is developed and marketed to, account-based marketing is extremely targeted. Since your audience members in an ABM strategy are specific, all strategies and marketing tactics need to be focused and well thought out.

In a way, this works to your advantage. You already know exactly to whom you’re talking so you can make your content relevant and worthwhile. However, in order to get your content to this level, a great deal of research and planning needs to be done, so that you know what your audience is looking for.

Create Customer Personas

A buyer or customer persona is a powerful marketing tool that helps you identify your prospect so you can deliver the most relevant possible information. In a sense, much of the work is done for you with ABM marketing as you already know your target audience well.

Therefore, with ABM, this a matter of conducting buyer persona research for the real-life individuals who represent the accounts you’re targeting (rather than an ideal person as it is with traditional marketing). Make sure you create buyer personas that accurately reflect the roles of the people you’re addressing. Understand their needs and challenges and identify what kind of information they need before making any buying or ultimately big decision. Consider also which platforms they use to create and consume content. This lets you know the best ways to reach them, and where they will be able to find your content.

Content Examples for Account Based Marketing

Content marketing includes many possibilities for account-based marketing. Here are some content development ideas you can use to become relevant to your audience.

  • Blog posts; Blog posts are effective for SEO strategies and purposes, but they are also helpful in showcasing your industry insights and knowledge. When writing for accounts, make sure you cover topics that are relevant to the buyer or decision-maker you’re targeting.
  • Personalized videos; An informative video sent to a specific person can be a powerful type of ABM content. You don’t need to make it a long video. In fact, it’s best to make your personalized video short and concise, under 5 minutes. Think of it as a video message that you can send instead of a phone call or email every so often.
  • White papers and case studies; While blog posts can be educational, it can also be beneficial to create more thorough targeted content in the form of white papers, case studies, and e-books. These formats let you drill down and provide the type of detailed information that your audience needs to make an informed decision.
  • Social media content; The nice thing about social media is that you can quickly gain lots of valuable information about customers from their own accounts. You can then reply to their posts while also creating new content of your own based on what you’ve learned. For example, take a look over your audience’s Twitter accounts and observe what kind of content they tend to share. This provides insight into what type of content is valuable and shareworthy to them.
  • Use an omnichannel approach; As with all types of content marketing, it’s helpful to use an omnichannel strategy with your ABM marketing. You want to create a seamless experience between your blog posts, social media, emails, and other marketing platforms so your customers can easily move from one channel to another, receiving the same content and information experience.

Content development is one of the best account-based marketing strategies available. It gives you a chance to educate your audience and address their most urgent concerns, all in a way that is relatively free to do. By creating the appropriate buyer personas, you can then deliver extremely targeted content that helps you establish and deepen relationships with your targeted account, reaching success.