Fueling ABM Success Through an Optimized Content Strategy

The digital space is overflowing with content, and information overload is real. However, content consumers often feel challenged in finding relevant, relatable content.

Content sharing as part of the ABM strategy is a common practice. But again, how effective is this? Do leads that receive the information find real value in it? How can the content strategy be designed to be impactful and relevant?

Here, we discuss how B2B businesses can optimize their content strategy to execute effective ABM and successfully connect and engage with leads with varying content needs.

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We admit it's not easy. Content needs vary. Within the target audience, each industry, business, and individuals within the organizations, have different requirements. The salesperson will need a different kind of information from the technical person, while the business will seek different information.

In addition, information consumption patterns vary. While some love to read in-depth, highly researched articles, others prefer to skim and scan and look only for highlights. There are those who love to listen to podcasts on the go while prefer visually presented data like infographics, YouTube videos, and reels.

This brings us to the ABM approach, which focuses on providing content customized to each account. In order to provide tailored, relevant content, ABM campaign managers need to first:

ABM marketing is all about customization. In ABM, businesses research and arrive at a small, targeted list of accounts. A lot of effort goes into finding out their likes, preferences, and goals and delivering content that matters to prospects.

Keeping in mind target audience preferences, here are some pointers on what assets to create and share to provide real value to your prospects and customers.

1. How-to articles

Among the most common search threads are queries starting with “ How to…” This makes it a top priority information that a content provider must focus on. Every one of us has done this – Googled a recipe or asked “how to” complete a task!  A How- to guide addresses exactly this gap. Include “How-to” assets that provide a series of guided steps on completing a task from start to finish.

2. Round-ups on trending issues

Business environments are dynamic. No matter how clued in one is to the happenings around, it is just as easy to miss a few key developments that could have a significant impact on business. Providing digests of relevant trends or emerging issues germane to the industry can be invaluable. Study the prospect or client industry and provide relevant news and updates.

3. Deeply researched articles on emerging tech

Technological changes are disrupting the way we work at a frenetic pace. Deeply researched articles provide insights into the future, helping businesses plan and be better prepared. For instance, the emergence of Gen AI has forced businesses to quickly adapt and accommodate the technology so as not to get left behind. Offer thought leadership papers that provide vital information on the threats, opportunities, strengths, and weaknesses in the business landscape.

4. Regulatory Changes in landscape

Regulatory changes have a significant impact on businesses. For instance, cookie deprecation, the introduction of privacy laws, and regulations on data collection are all issues that demand pivots in sales and marketing functions. These cannot be ignored. They demand compliance and adherence, which can lead to highly adverse results if not complied with. Provide relevant and timely information on the latest regulatory developments.

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5. Best practices and case studies

One of the best ways to learn is from the experiences of others in similar situations. While first-person experiences can be great learning experiences, they can also be expensive in terms of lost money, opportunity, and effort. Case studies provide avenues to discover alternate ways to solve issues. Share case studies and best practices to speed up the learning process and fast-track business success.

6. Data and stats

Nothing speaks better than hard facts and numbers. Both primary and secondary research data and statistics are a great resource for businesses. Data and stats are invaluable in planning and strategy creation, from helping set goals to evaluating performance and understanding the business landscape. Conduct studies and share data and insights from original research whenever possible.

7. Networking opportunities

Tradeshows, seminars, online and offline industry events, talks by industry leaders, and award ceremonies are important events that help network, establish connections and foster relationships between players in the same state. Businesses welcome references to local or international events to decide where to participate. Publish and amplify details of networking events.

8. Reviews of relevant tools, apps, software, etc

The market is flooded with tools, apps, and other products that claim to help with productivity. Reviews of products, comparisons, and relevance to different types of users are great sources of information for businesses contemplating purchase. These are the first levels of information businesses seek when evaluating a possible purchase. Cover reviews of such offerings with your target audience.

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While all of these are types of content assets that businesses desire, it is essential to know that not every piece will appeal to all your customers or prospects despite being part of your target market. This is where ABM comes in. In ABM, each business is mapped to correctly identify its position in the market, the content that will resonate with it, and how each piece can be curated to provide real value by meeting its specific needs.

This is why curated content shared through well-executed ABM campaigns has maximum impact. Having a pulse on the lead’s requirement and providing a content experience that is customised to the receiver builds brand authority and reputation.

The need to deliver relevant information cannot be stressed enough in a world where 81% of people want to receive information through digital channels, and 63% of buyers will immediately reject content that does not speak to their needs, industry or role(Forrester). Given the slim window of opportunity to gain your target’s attention, is your ABM content strategy optimised to make the most of it?

Speak to us to know more about how we plan and execute ABM to deliver maximum results. Connect with us at hello@thinkabm.com.

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