The ABM Superpower of Content Marketing
The secret to the success of ABM lies in its superpowers—characteristics of the marketing strategy that successfully and efficiently open channels to directly deal with primarily midsize through enterprise-level clients and their buying committees. Content marketing, one important piece of a larger ABM strategy, is a long-term, customer-centric marketing tactic that consistently creates and distributes relevant, high-quality content to your target audience.
Its superpower? Shape-shifting.
ABM content is personalized and the messaging is consistent, but the creative and format should be differentiated by each channel, buyer persona, and stage of the sales funnel.
The SEO My Business approach to content marketing takes it one step further. Our content marketing platform allows us to target more than just specific companies; it allows us to narrow down our ABM approach to such a precise level (e.g. targeting by job title) that we can strategize a way for each piece of content to resonate with exactly whom it’s meant for.
It’s all about telling a story and telling it effectively. Would you tell a story to your boss the same way you’d tell your friend? The gist would be the same, but the flourishes and details would differ. It’s the same thing with ABM content marketing; content targeted to a CEO will differ—in messaging and in creative format—from content targeted to the director of sales. The same general rule goes for timing and type of content. For example, an e-book would be better utilized for the awareness location in the buying funnel, and a case study focused around the integration of marketing automation and data visualization would be more effective at the validation or evaluation stage.
Producing engaging content is a
challenge for 60% of B2B marketers.
Source: North America: Content Marketing Institute
How Content Marketing Services
Benefit Your ABM Campaign
In the end, the goal of content marketing is to create a relationship with your audience where they will choose your product or service when it comes to time to make a buying decision. ABM is a long-term solution, rather than a one-and-done kind of sale. If you’ve already engaged your target account—for example, they’ve browsed your website and maybe even downloaded a white paper—you’ll want to deepen the engagement. You know they’re interested in what you have to offer, so give them something of value, a piece of content that will add to their general knowledge and familiarity of your offerings. Maybe it’s an invitation to a webinar or a free download of an e-book explaining the service you provide.
Similar to SEO’s role in ABM, there’s a danger of your content becoming too overwhelming or unnerving to your audience, but if done correctly, content marketing can keep your company top of mind and relevant. Content marketing, versus other digital marketing strategies, has the opportunity to feel more personalized and human.
While there is no universal template for developing your content, there are a few best practices, especially when it comes to ABM. This starts with having a content marketing strategy.
Getting Started with ABM and Content Marketing:
Define Your Strategy
Who is the target audience consuming the content?
ABM and content marketing success when you do your research. Know your ideal customer profile (ICP) and your buyer persona like the back of your hand. If they already have experience in ABM, then there’s no need to spend marketing dollars creating and serving an e-book on the basics of account-based marketing.
What is the solution your providing?
Your content should be relevant and present the following to your audience:
How does your product or service stand out from competitors?
This is your chance to explain why you’re special. Is it your competitive pricing or years of
experience in the business? Utilize a chart or an info-graphic to illustrate your specialties.
What is the best channel to reach your target at this moment, and when?
Decide if it makes more sense, logistically and financially, for your content to live on owned channels (e.g. your website or blog) or social media platforms (e.g. Facebook, Instagram, Linkedin). While your content can—and should—live on different channels, the messaging should remain consistent.
How will you produce and manage your content, and how will you measure success?
An organized content editorial calendar and an efficient content management system are more than necessary for a successful ABM campaign. Not only will an editorial calendar keep your sales and marketing teams on the same page (a pro of ABM), it’ll facilitate the publishing of content at the right time and on the correct platform. As far as success, you can find a CMS (if you don’t already have one) that keeps tabs on analytics—page views, bounce rate, etc.
According to a Demand Gen Report survey,
95% of B2B buyers will select a provider that provides them with
“ample content to help navigate through each stage of the buying process.”
Get Started With ABM and SEO My Business
At SEO My Business, we have the tools needed to supercharge your sales team and save your business time, money, and frustration while incorporating ABM strategies into your business model. Our ABM specialists are the only industry veterans in Atlanta with the understanding and experience needed to assess the current fitness of your brand identity and oer the solutions needed for your business to support an active and lucrative ABM campaign.