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Account-Based Content Marketing: Building an effective content strategy to support your strategic marketing efforts.
The document outlines an account-based content marketing strategy aimed at enhancing marketing effectiveness by targeting the right accounts at optimal times. It emphasizes the importance of tailoring content to specific personas and mobilizers, advocating for the curation, creation, and customization of content that aligns with sales insights and user needs. Key principles include understanding competitive differentiation and ensuring responsive delivery to enhance audience engagement.
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Account-Based Content Marketing: Building an effective content strategy to support your strategic marketing efforts.
- 1. Account Based Content Marketing Buildingan Effective Content Strategy to Support Your ABM Demandbase Impact Tour 2015 @adammonagoAccount Based Content Marketing ADAMMONAGO
- 2. @adammonagoAccount Based ContentMarketing 2Image Credit: Walter Benson "Drowning in Bricks” We are drowning in content
- 3. @adammonagoAccount Based ContentMarketing We’ve become really “good” at this. 3 Online TOFU MOFU BOFU Blogs, SEO PR / Outreach Radio, Billboards, TV Social Retargeting Email Newsletters CTA’s with Gated Downloads Targeted Offers Case Studies Testimonials Content for Exec Sponsors
- 4. Our priorities havechanged 4 Interesting changes between 2015 and 2016 CMI-MarketingProfs B2B Study
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- 6. @adammonagoAccount Based ContentMarketing The Right Accounts The Right Time Personas of the Right People (Users, Influencers, Buyers) 6 A Better Way: Account-Based Marketing
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- 9. 8 What kind of content dowe need? Photo Credit: UNCG Research, 2014
- 10. @adammonagoAccount Based ContentMarketing Content Should Unlock Group Buying Behaviors 9
- 11. @adammonagoAccount Based ContentMarketing “Mobilizers” Help You Combat the 5.4 10
- 12. @adammonagoAccount Based ContentMarketing The 3 C’s of ABM Content Strategy 11 Curate Create Customize
- 13. Curating Content ThatCompliments Events Curate
- 14. Content Libraries toSupport Self-Service Curate
- 15. Newsletters That PresentYour Human Side Curate
- 16. Create Content Basedon Mobilizer Research 15 Start With Sales Insights Supported by Research Refined With Testing Commercial Insights Engaging Topics and Tactics Competitive Differentiation Customer Pain Points Create
- 17. Sample Research Questions 16 Whichaccount demographics have the most success with your solutions? For recently closed-won deals, what sort of content did they consume? How many touch points were involved in previous sales? Who were the stakeholders? What were their titles? When were they involved? Create
- 18. @adammonagoDemandbase Impact Tour2015 Don’t be afraid of testing new concepts Create
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- 20. @adammonagoAccount Based ContentMarketing Consider Customization In Different Areas 19 Substance (Column B) Delivery (Column C) Presentation (Column A) Customize
- 21. @adammonagoAccount Based ContentMarketing Don’t Forget: Follow “10x” Content Principles 20 Do a competitive analysis 1 2 Identify the unique value that you are going to provide to readers and influencers 3 Recognize the investment of time by the reader and accommodate them 4 The mobile and social experiences for your content need to be outstanding 5 Don’t try to create viral content 6 Properly staff your team More on 10x Content: bit.ly/10xMaven
- 22. @adammonagoAccount Based ContentMarketing Don’t Forget: Practice Responsive Delivery 1. Feedback 21 4. Automation 2. Collaboration 3. Ownership More on Responsive Delivery: http://bit.ly/responsive-delivery
- 23. Adam Monago adammonago.com @adammonago Husband, daddy,musician, yogi, gardener, foodie, politico, and dog lover 20 Years: I/T, Consulting, Software Product Management, Sales and Marketing/Digital Passionate about #analytics, #martech, #seo, #contentstrategy and #design Writing and public speaking on digital strategy and content marketing About me 22 @adammonagoAccount Based Content Marketing
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