TLDR:
Creating content for ABM can be easy. Personalize content for ABM by amassing personalized content, updating existing content according to market/persona, and organizing content for sales.
Marketers aren’t alone when their hearts drop as soon as they have to create content for ABM. This is because nearly half of B2B marketers believe there are significant speed bumps to creating personalized content.
And yet, for many marketers, creating that content is a priority. It has to be for ABM to work. Luckily, there are a few tips to personalize content for ABM without having to create new content.
But marketers can’t just create content for ABM as if it’s a singular practice. There are three types of ABM—one-to-one, one-to-few, and one-to-many. It’s important that any advice marketers get on ABM be tailored to the specific type they practice.
Putting together a colorful collage of personalized content is ideal for the one-to-many type of ABM. More specifically, if marketers use existing content from their libraries and set them up for ABM efforts, they save themselves time. They don’t have to create something new if they repurpose old content.
Updating current content is ideal to the one-to-few ABM approach. This is because it’s easier to customize content for horizontal markets than vertical ones. What marketers want to focus on here are elements of body copy that stand out in a prospect’s mind—headlines, visuals, and examples. Here, it’s just easier if marketers look for shortcuts that have a big impact. A simple substitution of terms that convey the same meaning across markets can be immensely powerful.
For the one-to-one ABM approach, marketers might be tempted to think that not creating new content is a bad idea. And it is, generally speaking. But if marketers organize content for the sales team before they do 1:1 outreach, the marketer saves time because they don’t have to personalize. Sales saves time because they can access the content easier. Sales can then personalize content because they know the accounts best.
For instance, having content tagged and categorized in whichever CMS a marketer would prefer, sales can then go in and share relevant content. From there, all a marketer has to do is add those personal touches, present it to the account, and call it a day.
Original article from DemandBase on 11 March 2019.
