7 ways to create engaging content for account-based marketing

April 24, 2024

Account-based marketing (ABM) is a powerful marketing strategy that targets specific high-value accounts through a personalized and targeted approach.

If the content created keeps your audience engaged, it’s a strategy that can deliver impressive ROI. But therein lies the rub—creating engaging content for ABM can be challenging.  

With the right techniques, organizations can win potential customers and build lasting relationships. Let’s explore what those techniques look like:

  • Understand your audience

Thoroughly researching your target accounts, their preferences, their pain points, and their motivations will help you tailor your content to their specific requirements. Leverage high-quality data to analyze your target accounts’ buying stages, the personas within the company who influence the decision-making, and understand where they stand in their buyer journey.

  • Develop relevant content

It's imperative that the information you provide applies to your audience. The content you share should be aligned with your audience's reality and focus on providing helpful solutions. This will not only attract potential clients but also build trust and rapport with your account targets.

  • Personalize your content

Personalization takes into account the audience's interests, behaviors, and individual preferences. Tailor your content to their specific needs and wants. This can be as simple as referencing their business or job title in your marketing campaigns, providing specific customer case studies, and sharing personalized product demos.

  • Use different content formats

Different people have different preferences when it comes to consuming content. Some people prefer written content, while others prefer video clips or infographics. Have a range of content formats to meet the preferences of your target accounts and create a more dynamic content experience.

  • Leverage the power of storytelling

Storytelling helps to humanize your brand and highlight the real-life effects of using your product or service. Using real experiences or case studies in your marketing campaigns can help to create emotional connections with your potential customers and build trust.

  • Focus on the right metrics

Analyze your content with the right metrics such as click-through rates, open rates, social media engagement rates, and website traffic. This will help track the level of engagement and interest your content is generating, as well as identify which type of content resonates well with your target audience.

  • Keep refining and optimizing your content

Creating engaging content requires a continuous process of evolution and iterative refinement. To ensure your content is always fresh, relevant, and engaging, keep polishing and optimizing it based on the insights you’ve gained in the past.

Creating engaging content for account-based marketing is like crafting a personalized invitation to a party where your target audience is the guest of honor. By understanding their needs, tailoring your messages, and delivering content in various formats, you're creating a highly-relevant experience that captivates their attention.  

So, get creative. Tell stories that make your customers feel understood, and keep optimizing your efforts based on their responses. By creating content that leaves a lasting impression, you’ll do more than attract potential customers - you'll build solid relationships that propel your business to new heights and lead to long-term success.

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