Tips to Effectively Combine ABM Campaign with Content Marketing

Posted by Amit Pawar on September 27th, 2022

Content Strategy, combined with B2B Account-based Marketing, offers multiple benefits as it helps reach a particular set of potential buyers. The campaigns are designed to convince suitable decision-makers and stakeholders in an orchestrated technique, instead of just an individual. 

Here are the tips to effectively combine ABM campaigns with content marketing strategies -

1. Choosing the Appropriate Content for Each ABM Campaign 

This content strategy should be based on goals like product/service familiarization, brand awareness, or conversion. It has three approaches -

• Mass Target -

This approach is used to create brand awareness in multiple market segments and as it is for a wider audience the content can be repurposed, which includes: 

• Email campaigns and/or Newsletters 

• Whitepapers and/or Ebooks

• Blogs and/or Articles

• Social Media Posts

• Selected Set of Target -

This method suits a small and specific set of more valuable accounts. The content used here must be of higher value and focused on building relationships, like below:

• Thought Leadership Posts

• Segment-specific Blogs

• Direct Mails

• Executive Network Programs

• Market-specific Landing Pages

• Direct Target -

As this approach is one-on-one, it requires the most tailored and personalized content just for that specific audience. This way works when the marketers know about the stakeholders, and there is a high chance of a conversion. Organization-specific content should be the focus here, like:

• Training and/or Webinars

• Meetings and/or Events

• Demos and/or Trials of Products/Service

2. Understanding the Customer

It’s essential to map out the customer journey even though it’s complicated in B2B account-based marketing. Creating ICP (Ideal Customer Profile) and identifying each stakeholder’s pain points will help amplify the conversion rates.

3. Converging the Content

Instead of creating lengthy funnels for numerous buyer personas, marketers can create such content that can be used for multiple personas. It is known as convergence. This approach works for the middle and top of the funnel. 

So, this is how an organization can merge an account-based marketing strategy with content marketing to gain maximum conversion. 

If you’re looking for the best account-based marketing services and/or content marketing services, then we at OnDot Media can help you reach new heights with our global scale experience.