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Optimize Your ABM Strategy with Content Marketing

Apurva Pathak | July 19, 2022 | 511 views | Read Time : 05:00 min

Optimize Your ABM Strategy
Large companies in the B2B domain have adopted account-based marketing. They shook up their conventional content strategy to integrate an ABM-centric approach into client-facing content. Tailored content that caters to target accounts can help you achieve higher revenues. Here are five ways for you to fuse your ABM strategy with intelligent content marketing:

Deep-dive into Researching Your Target Account

Note positives about your target account, like high revenue, quick payment, hands-off implementation, etc. Find where your target accounts meet with similar industry profiles. Identify trends and conversations. Interact with these collectives and media outlets to identify pain points your product can solve.

Determine Key Decision-makers

Map the decision-makers' behaviors in the target account. Your content strategy should target vulnerable decision-makers. Find out about their lives, online habits, hobbies, professional philosophies, online communities, and social networks in real life.

Develop a Personalized Content Strategy

Create pillar content explaining how your product solves client problems. Link cluster content to this pillar to explain its concepts. Each pillar of your pillar-and-cluster content strategy can target a different decision-maker persona. Personalized ABM increases deal closure by 2% and reduces marketing campaign costs by 40% (Source: Terminus)

Use Targeted Landing Pages to Capture Leads

Use pillar content to target ideal accounts. Targeted ad campaigns can drive prospects to lead-capture landing pages. Create landing pages where customers enter contact info for content. Sales and marketing teams can better target leads based on the landing page where they are captured.

Improve Your Content Process

Relevant content helps you reach your target account profile. You need to release content regularly and correctly. Many marketers use marketing automation content tools to achieve this.

Wrapping It Up

Supporting your ABM strategy with a robust content strategy tailored to target your key accounts can get you the conversions you expect.

Spotlight

Lexis Agency

At Lexis, we help our clients change the conversation. Whether it’s launching a category-defining new product, stealing market share or simply socking it to the competition, we provide award-winning creative communications support for businesses who want to shake things up. Founded in 1992, Lexis is part of the Next15 Communications Group and specialises in Consumer, Corporate and B2B PR, Social Media and Live Experiences. Our consultants, comprised of specialists from in-house and agency backgrounds, work together in integrated teams to deliver award-winning campaigns and outstanding effectiveness.

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