Relevant Content @ Scale: Be a mirror for buyer needs.

Relevant content is all about the buyer and their world, not your brand or product. Once you have identified your channels and know your targets, align them with the buyer's decision journey. Now, ensure you deliver the right content to the right person at the right time. To achieve this, you need one overarching idea expressed across all relevant channels.

Start by evaluating your existing content and creative for use in your latest campaigns. Determine which content is suitable for each buyer stage and channel combination. Identify any gaps where additional assets are required and create a plan to repurpose existing content or generate new material. For example, if you have numerous blog articles but lack white papers, transform those blogs into gated thought leadership content. If you have an abundance of social ads but lack display ads, a little resizing can go a long way. Make a comprehensive list of all usable assets for your campaign (hopefully, it's a long list!). Then, map out your content and creative based on your Ideal Customer Profiles (ICPs), Target Account Lists (TALs), buyer personas, and other relevant data, aligning them with the appropriate channels and buyer stages.

Take the time to understand your audience and learn their preferences. Are they more receptive to ebooks on LinkedIn or webinars on display? Content is what distinguishes a successful campaign from a mediocre one. Remember the failed comeback campaign of Blockbuster in 2010 or Radio Shack's "Do It Together" ads? Yeah, neither do we. Your content—whether it's videos, digital ads, infographics, blogs, or any other medium—must resonate with your audience and bring something new to the table.

Don't rely on guesswork when determining what will resonate with your audience. Conduct thorough research to find out what topics are trending, using keyword research, social media tools, and competitive analysis. Once you have found popular topics, put a fresh spin on them. Don't be afraid to have an opinion, challenge industry norms, or provide a new perspective. Just ensure that your content aligns with your expertise, establishing authority in its space.

Involve a senior creative team in a brainstorming and strategy session. Be specific about your goals, point of view, and the types of content needed, but leave room for creativity. Provide them with valuable customer insights and communicate your expectations for greatness. And what defines content greatness? We've narrowed it down to Three Truths:

TRUTH #1: The true value of content marketing lies in your list, not just the content itself. Content, messaging, and branding are merely vehicles for building relationships and getting inside someone's head. Your content must serve and strengthen those relationships.

TRUTH #2: To be a guide worth following, you must inspire and educate. Your actions speak louder than words. Behave like a brand that seeks to make doing business easy, as relationships are formed through actions, not just words. There is no middle ground here because your buyers neither have the time nor the desire to think for you.

TRUTH #3: Guides worth following create beacons for information-starved buyers. Notice that we said "beacons," not just content. Beacons are prominent waypoints that help guide buyers safely from point A to point B. When was the last time you created a waypoint to help buyers navigate the sale? Account-Based Marketing (ABM) requires marketers to move beyond discussing products and services and to assist buyers throughout the entire sales journey.

When reviewing your creative, ensure it meets the following criteria: punchy and helpful headlines, insightful social media copy, kickass imagery and videos, and intriguing thought leadership. When your passionate, skilled team is brimming with ideas, they can create outstanding content that emotionally connects with audiences, engages them intellectually, and showcases your brand's personality.

Got Questions? Email me at David@gangbustrs.com.

David P. Schafer is a B2B business strategist and founder of Gangbustrs - a creative clubhouse helping founders and CMOs unlock growth.