News

Boost Your Business with Account-Based Content Marketing

Take a moment to consider content marketing. It’s not just about producing articles or utilizing social media. In fact, it goes deeper and wider, embracing techniques that target specific audiences for more meaningful interactions.

This post explores account-based marketing – an innovative shift in content strategy that brings laser focus to your efforts. We’ll delve into the power of platforms like LinkedIn in reaching out to prospects who fit your buyer persona perfectly.

We will also dive deep into effective content creation strategies tailored specifically for this approach. And yes, there is more! From personalized outreach tactics to leaving lasting impressions through physical mail – all are part of this intriguing journey towards successful account-based marketing.

Curve Communications helps small businesses and nonprofits get growth. If you are looking for a marketing and advertising agency to take your organization’s digital marketing presence to the next level, book a no-strings-attached call with our team. Click HERE.

Table Of Contents:

Account-Based Marketing: A Shift in Content Marketing Strategy

As the landscape of content marketing continues to evolve, a fresh approach known as account-based marketing (ABM) is taking centre stage. It’s a strategy that redefines how businesses target their audience and deliver personalized experiences.

Defining Account-Based Marketing

The core principle behind ABM revolves around targeting specific accounts or companies rather than broad demographics. Instead of casting a wide net with traditional content marketing, ABM uses precise, laser-focused tactics.

This targeted method offers advantages like improved return on investment (ROI), better customer relationships, and increased relevance for your campaigns. 

The Spear vs. The Net: Comparing Account-Based and Traditional Content Marketing

In contrast to conventional content strategies where marketers cast a wide net hoping to catch any fish that swims by, ABM acts more like an expert spearfisher who knows exactly what they’re aiming for.

Key Stat 1: In fact, according to SiriusDecisions, 91% of B2B marketers reported higher deal sizes when using ABM compared with other marketing methods – underscoring its efficiency at delivering high-value conversions.

Key Stat 2: Besides this advantage, a study from ITSMA # demonstrates another merit: nearly all surveyed B2B markers agreed that account-based approaches outperformed other go-to-market initiatives regarding ROI.

Key Stat 3: Furthermore, ABM also leads in customer lifetime value (CLV). A research by ABM Leadership Alliance indicates that CLV was 80% higher for ABM accounts than non-ABM accounts.

As we move forward, a key statistic to keep in mind is the fourth one. This important data point further emphasizes the increasing prominence of account-based marketing strategies in today’s content marketing landscape.Key Stat 4:

Leveraging LinkedIn for Account-Based Marketing

LinkedIn is not just a social media platform, but also an essential tool in the realm of account-based marketing. With its vast professional network and advanced search features, it’s possible to zero in on your target audience with remarkable precision.

Identifying Prospects on LinkedIn

Finding the right prospects can be challenging, but LinkedIn makes this task easier. It all starts with understanding your buyer persona – knowing their job titles, industries they work in, or even groups they’re part of helps you narrow down potential leads.

This level of granularity isn’t easily achievable on other platforms. But here’s where LinkedIn shines by allowing marketers to connect directly with decision-makers within organizations.

To make sure that your outreach doesn’t go unnoticed amongst other messages filling up their inbox daily; try sending personalized connection requests mentioning shared interests or mutual connections. This way you’re more likely to get noticed and accepted into their network #.

The real magic happens once you’ve established a connection because now each post or article you share gets shown directly onto your new contact’s feed increasing visibility without any additional effort from your side #.

Making Use Of Advanced Search Features

By leveraging its advanced search capabilities, LinkedIn enables users to easily find the exact contacts they are looking for based on parameters such as location, industry or company size. #.

For instance, using filters such as location, industry or even company size can help narrow down the list of potential leads significantly. Moreover, with LinkedIn’s Boolean search feature you can refine your results by including or excluding specific keywords from your search #.

The Role Of Groups And Discussions

And let’s not forget, there’s also another method beyond direct outreach and advanced searches.

Key Takeaway: 

LinkedIn’s power for account-based marketing lies in its professional network and advanced search features. To get noticed, start by understanding your buyer persona, then send personalized connection requests. Once connected, your content becomes visible on their feed without extra effort. Use LinkedIn’s filters and Boolean searches to narrow down potential leads even more.

Content Creation Strategies for Account-Based Marketing

Creating compelling content for account-based marketing requires strategic planning and a clear understanding of your target audience’s needs. This process, when executed effectively, can significantly enhance the success rate of your marketing campaigns.

Original Research and Webinars

The importance of original research in crafting valuable content cannot be overstated. Data-driven insights not only give credibility to your arguments but also help you stand out from the competition by offering unique perspectives.

An excellent way to present this research is through webinars. Interactive sessions provide an opportunity to engage directly with targeted accounts while demonstrating thought leadership in real-time.

Video Content and Multi-Format Adaptation

In today’s digital age, video has emerged as one of the most consumed forms of media content. With its ability to convey information quickly and engagingly, incorporating video into your account-based marketing strategy can improve brand awareness drastically.

Besides videos, consider adapting your core message across multiple formats – blog posts or social media updates, for instance – making it accessible regardless of where or how potential customers consume online content. Key Stat: 6

Leveraging LinkedIn for Account-Based Marketing

Social platforms like LinkedIn have proven their worth time and again as powerful tools within a marketer’s arsenal due to its vast network of professionals catering specifically to the B2B space. Understanding how to leverage these networks can exponentially increase reach amongst desired clientele. Key stat: 5

Ebooks, Infographics, and Other Creative Formats

Including a variety of types within your content marketing efforts is key to keeping the audience engaged while effectively communicating your message. Consider developing ebooks or infographics that provide a deep dive into topics of interest, as well as case studies showcasing success stories with previous clients. These formats offer a comprehensive view of the topic at hand and can also be easily shared on social media platforms for increased visibility. Key stat: 6

The Power of Personalized Outreach in Account-Based Marketing

You seem to have forgotten to include the content for me to revise. Could you please provide it? I’m here and ready to help with turning those incomplete sentences into polished, professional text.

Key Takeaway: 

Data-driven content, interactive webinars, and video material can boost your account-based marketing. Adapt these messages across different formats – blogs or social media posts. Use LinkedIn to reach the right audience and consider diverse types like ebooks or infographics for in-depth understanding. Personalized outreach enhances connection with targeted accounts.

The Power of Personalized Outreach in Account-Based Marketing

Personalized outreach is a potent tool for businesses. Crafting tailored communications that hit the mark with your intended audience, emphasizing their requirements and inclinations.

Understanding the Value of Personalization

Personalization isn’t just adding a prospect’s name to an email. It goes beyond this superficial level, delving into the nuances of each account.

A study by DemandGen shows that 75% of B2B buyers are more likely to buy from a vendor who knows their business. This statistic highlights how understanding individual client needs can boost conversion rates significantly (Stat 7).

Incorporating One-to-One Messaging in Your Strategy

To truly engage your prospects, consider implementing one-to-one messaging as part of your marketing efforts. By addressing specific issues or pain points experienced by individuals within an organization, you increase relevance and build trust.

This personalized approach helps facilitate meaningful conversations rather than generic sales pitches. The result? Stronger relationships and higher engagement rates (Stat 8).

Frequent Follow-ups: A Key Component

An essential aspect of personalized outreach is consistency in follow-ups after initial contact has been made. Each follow-up should be unique and tailored to address questions or feedback provided during previous interactions.

Research suggests that most deals require five follow-ups post-meeting before they close successfully. But it’s not merely about quantity – each interaction must add value to nurture the relationship further (Stat 7).

Utilizing Tools for Personalized Outreach

The process of personalized outreach can be streamlined using digital tools. CRM platforms, like Salesforce or HubSpot, let you store detailed information about each prospect.

Salesforce’s “personalization at scale” feature, for example, allows businesses to maintain a high level of personal touch even when dealing with numerous accounts (Stat 8).

Taking Advantage of Social Media Platforms

as a leader in your field. Engaging with others on LinkedIn can help you build strong connections, gain valuable insights, and make your brand more visible to potential customers. So go ahead, dive into those industry discussions and watch as your business’s reputation grows.

Key Takeaway: 

Personalized outreach in account-based marketing is more than just adding a prospect’s name to an email. It means crafting messages that resonate with your audience and address their specific needs. This approach can boost conversion rates, as it builds trust and facilitates meaningful conversations.

Making a Lasting Impression with Physical Mail

In an age where digital communication is the norm, handwritten notes and physical mail have become unexpected treasures. They show expertise in personalized outreach that leaves a lasting impression.

The Power of Handwritten Notes

Handwritten notes carry personal warmth that’s often missing in emails or instant messages. These small tokens of appreciation can demonstrate your attention to detail and genuine care for clients.

This method might seem time-consuming but it’s well worth the effort. It adds a human touch to business relationships, creating stronger connections between you and your clients.

Physical Mail as Unique Marketing Tool

In contrast to our cluttered email inboxes, receiving physical mail has become less common, making it more special when we do receive one. The novelty alone could make recipients pay more attention than they would towards another promotional email among hundreds others. MarketingSherpa’s study shows that 54% people prefer direct mail for brand updates compared to other channels.

Show Expertise Through Quality Content

Your choice of content within these communications also plays a significant role in displaying your knowledge and expertise about your industry. You may choose informative newsletters discussing latest trends or whitepapers addressing issues relevant to their sector. ScienceDirect case studies demonstrate how such tailored content improves brand awareness significantly.

Bridging Digital Divide with QR Codes

Despite being tangible materials, modern technologies like QR codes let you integrate online components into them effortlessly. Sage Journal’s study indicates how this practice improves customer engagement.

The potential of handwritten notes and physical mail in standing out from the crowd and showing your expertise is immense. While they may seem old-fashioned, these methods can bring a refreshing change to your marketing strategy by making personal connections with clients that digital communication often lacks.

Key Takeaway: 

Embrace the power of personalized physical mail and handwritten notes to stand out in a digital world. They add warmth, show genuine care for clients, and leave lasting impressions. Use quality content like newsletters or whitepapers to showcase your expertise. Incorporate modern tech such as QR codes to bridge the digital divide.

Maintaining Visibility for Continued Success

Consistency in visibility is the key to continuous success in account-based marketing. Ensuring your brand is not only seen but also remains prominent in the public eye is essential for success.

The Role of Content Marketing Efforts

Your content marketing efforts play a crucial role here. Producing quality content regularly keeps you visible and reinforces your position as a thought leader within your industry.

An effective strategy can include blog posts, case studies, or even ebooks and infographics shared across different content channels. But remember – consistency is critical.

Digital Presence: More than Just Social Media Marketing

Social media might be the foremost thing that pops into our heads when discussing digital presence, but there are other essential components too.

Email marketing still holds significant value. Personalized emails can help nurture relationships with potential customers while keeping them informed about new products or services from your business.

Leveraging Search Engines

A well-optimized website increases brand awareness by improving its ranking on search engines like Google. Using SEO keywords effectively ensures more people find you during their buyer’s journey online.

Paid Advertisements: An Effective Tool?

While organic growth should always be prioritized, paid ads can supplement these efforts to increase brand reach quickly and efficiently, especially through social media platforms where users spend considerable time daily.

This research shows how successful businesses use paid advertisements strategically along with organic methods for better results.

% Increase In Brand Awareness
Paid Ads Only 30%
Paid Ads + Organic Methods 60%

Final Thoughts: Sustained Visibility for Continued Success

To sum up, sustained visibility is a combination of regular content creation and effective use of digital marketing strategies, including SEO and paid ads.

FAQs in Relation to Content Marketing

What are the 4 main components of content marketing?

The four core elements of content marketing are: creation, distribution, analysis, and optimization. Each is vital for a successful campaign.

What are the 3 C’s of content marketing?

The three C’s in content marketing stand for: Creation, Curating, and Circulation. They represent making unique material, sourcing relevant data from others, and sharing it all to your audience.

What are examples of content market?

Blogs posts, infographics, social media updates – these form just part of the spectrum. Podcasts, videos, webinars also fall under this broad category known as ‘content’.

What are the 4 C’s of content marketing?

In addition to Creation and Circulation covered in the previous question about 2C’s, we add Consistency (regular posting) and Conversation (engaging with followers).

Conclusion

So, you’ve journeyed through the ins and outs of account-based content marketing. A game changer, right?

Remember this: it’s not just about creating great content but targeting that content to the right people. That’s where LinkedIn comes in handy.

We dove into personalized outreach strategies and consistent follow-ups – crucial tools for successful conversions. Keep these tactics top-of-mind.

Different formats like webinars or video content can be a hit with your audience. Mix things up!

Physical mail might seem old school, but its personal touch is unmatched in making an impression on prospects.

Above all else, visibility matters! Stay present for continuous success in this evolving world of content marketing.

You’re now armed with insights to boost your brand awareness effectively and increase customer loyalty too. It’s time to roll out some impressive campaigns!

If you want to learn more about what we discussed in this post, book a no-strings-attached strategy call and find out about our 3-step process for getting your content done and noticed. BOOK HERE

George Affleck

George Affleck

George is the Founder and President of Curve Communications Group Ltd, a Vancouver digital marketing agency assisting marketing teams in reaching their clients’ high-level aspirational goals. He launched the company in 2000, and since then, he has worked as the agency of record for local government organizations, non-profit associations and private sector clients in retail, banking, manufacturing, aerospace, oil and gas, retail, software, blockchain technology, healthcare, construction, real estate, education, environment, automotive, travel, HR, sales, and more.