HOW TO CREATE CONTENT IN AN ABM WORLD

NEHA JEWALIKAR | June 21, 2018

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A lot goes into creating a really great piece of B2B content. Countless cups of coffee. Thousands of trips to the kitchen. Hours of writing (and rewriting). And that’s just on the production end. After all the I's have been dotted and t’s have been crossed, it’s time for the most important piece of the puzzle: making sure your content actually gets read by the right people. But who are the right people? And more importantly, how do you ensure your content addresses their ever-changing needs? One of the best things about creating content in an ABM world is that you not only know the answers to those questions, but you can also frame your content marketing efforts around your target accounts. But before you start panicking and thinking you’ll need to create a new set of content for each one of your audiences, you should know that ABM actually makes content creation that much more effective and efficient. In fact, in most cases, you probably already have a lot of existing assets that are relevant you just need to find creative ways to reuse and repurpose them.

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