Content strategies that support ABM programs are a critical aspect of Account Based Marketing. Based upon our Account Based Marketing Capabilities framework, Content is the 3rd step.
Provided by Vendemore, their key point is to market the content as the product and focus on:
- Identify pain points – Make your ad as magnetic as possible by specifically addressing pain points within a vertical market/industry.
- Offer solution based content – Target those with pain points and speak to those points.
- Showcase credible references from the same industry as the target account(s) – Show how you’ve solved similar problems at familiar organizations.
- Promote your market leadership – Add brand messages to the typically educational based content.
One area I would like to point out is approach. In all copy you create, focus on the most critical point… how does the content provide value to the audience?