Content Creation For ABM: A Guide With Examples

Many B2B marketers don't see content creation as something that contributes to account based marketing. This is primarily because most focus on generating leads while reaching out to their target accounts. While lead generation is the eventual goal, ABM also involves creating supporting content that can make direct outreach campaigns more effective.

Some of the other advantages of using content as a tool for ABM are:

• You can use SEO to attract traffic from your ideal customers.
• You will always have supporting material to use for your ABM campaigns -whether they are ad campaigns or emails.

In this edition of the Elevate Your Marketing newsletter, we look at a few ways in which you can create content that will enrich your ABM efforts and help attract ideal customers.

6 types of content you can create for your ABM efforts

Account based marketing is not a one-time activity you get done with 1 or 2 campaigns. Rather, it has to be a continuous effort and should integrate into your overall marketing strategy. With this in mind, below are the different content types you can create to support your ABM efforts:

• Laser-targeted blog posts
• Videos
• Emails
• LinkedIn InMails
• Cold calls
• Webinars

1. Targeted blog posts

All of us know that blog posts can be used as a method to generate traffic organically to our web pages. However, not many of us understand their potential to attract ideal clients, that too in a targeted manner. There are 3 ways in which you can do this:

1. Write content for a specific industry.
2. Create content for a target persona.
3. Write blog posts addressing a particular problem your prospects face related to your offering.

In all the cases, you are creating highly relevant and targeted content instead of a generic piece. For example, look at the below article from Skalegrow that is meant only for the embedded systems industry. It talks directly to the industry's problems and challenges.

B2B Marketing In The Embedded Systems Industry – All You Need To Know

2. Videos

Most B2B videos are generic. But if you use them well, videos can make your content marketing efforts more pointed. As in the case of blog posts, you can do this in 3 ways.

Here, I just wanted to mention a couple of examples where videos are made only for a particular segment and not for everyone.

Gong

17hats

3. Emails

Outbound email campaigns are always targeted at handpicked segments. The more specific you get with the copy, the better. Here are a couple of examples of outbound email sequences that you can take as a reference while planning your ABM campaigns:

1. Email to sell BPO services to insurance firms
2. Email to sell demand gen services to B2B companies

4. LinkedIn InMails

LinkedIn InMails work similarly to email campaigns. You reach out to people in your ICP on LinkedIn using 1 or more messages that resonate with them.

I found the guide from LinkedIn itself very useful when it comes to getting started with InMails. Here is the guide for your reference.

The key thing to note here is that you need to always ensure the message is personalized for the recipient. Everyone, especially senior leaders get a ton of messages on LinkedIn. To stand out, you need to put in the time to know about your target. Check out the below article from Skalegrow to learn how to personalize your LinkedIn outreach:

LinkedIn Outreach – 7 Ways To Optimize It Using Personalization

5. Cold calls

Cold calls are one of the most effective ways to directly reach your ideal customers in no time. They work best when used in conjunction with other channels like emails and LinkedIn InMails.

Here is a cold call template for selling software from Callbox that will help you design powerful scripts for different target personas.

6. Webinars

Webinars that are meant for a mass audience attract many registrations and attendees. However, they tend to generate few customers. On the other hand, targeted webinars are likely to win high-ticket clients for you despite earning a limited number of registrations.

Here is an example of a webinar that is targeted specifically at labs by Mecademic. This is a great example of how you can use webinars to speak to your target audience in a non-pushy way.

Related: Webinar Marketing – Everything You Need To Know

Final words

Content creation for ABM is not limited to what we discussed in this article. I would encourage you to put some more thought into this and see how you can make your content efforts more targeted towards your ideal customers by personalizing other content types.

However, this doesn't mean that you create every piece for a particular segment. Some of your content can be generic too to attract a wider audience. The idea should be to keep a healthy balance of generic and targeted content.

That's all for the week.

As always, until we meet next time, happy learning!