A good example of account-based content marketing
The context of this blog post is the content writing services for account-based marketing web page that I uploaded yesterday.
Today when I checked my inbox, I immediately came across an email which is a very good example of account-based content marketing.
Now, account-based marketing is mostly for B2B businesses, but on the above-linked page, I say that it can also be used in B2C, targeting audiences looking for specific products and services.
The one thing clients are constantly struggling with is how to be less obsessed about constantly promoting their business and rather, focusing more on providing some value through their content.
For a couple of years I have been ordering my medicines – mostly homeopathic – from 1mg.com, one of the first websites that started selling medicines online in India.
Recently there has been a spurt of such websites promoting themselves heavily on TV and the Internet. I was wondering how 1mg was going to compete with these new websites.
Their email updates have been mostly promotional. “Buy medicines at 50%”, “use this discount coupon” and “buy this new medicine” types. I would quickly scroll through.
A couple of days ago I was looking for a homeopathic medicine for my daughter who is having some dandruff problem.
I searched on Google and some listings from 1mg.com also showed up. I don’t remember if I clicked one of their links and went to their website, but I surely must have.
Today I got an email from them with the subject “Got dandruff? Fight with flakes with tips from experts.”
The email looks like a big image file and clicking on different sections of the email takes you to different sections on the website whether you want to buy some anti dandruff shampoo or want to have a chat with one of the resident health experts.
A good thing about the email is that it is not just selling me stuff, it is also giving me some good information on how to deal with dandruff.
For example, it tells me that 50% people in the world have dandruff at some point of their lives. So, although nagging, it is a common problem. This gives me some relief.
Then it tells me what is dandruff. It also tells me that if I keep my scalp clean by constantly washing it (preferably using one of their shampoos and conditioners) I can keep away dandruff.
For those who like interesting trivia, the email tells that the scalp normally sheds 500,000 cells per square centimeter but when you have dandruff, you shed 800,000 cells per square centimeter.
It’s a complete write-up on what is dandruff, what causes it, how to avoid it and what type of shampoos can be used to cure dandruff and keep it away.
This is exactly the content marketing that builds long-term relationships.
Their system knows that I’m looking for a solution for dandruff problem. The system sends me an email that tells me how to keep away dandruff.
The email doesn’t present to me with a do-or-die situation vis-à-vis buying their shampoo and medicines. It gives me alternative solutions, but if I want to buy their shampoo, I can easily do so.
Why I say it is a good example of content marketing in general and account-based content marketing in particular is because, they’re sending me information that I actually need, and, they have the information that I’m looking for this information and they’re sending me targeted content, which is more effective.
Buying is a combination of emotions and convenience. This type of contextually helpful content engages your audience and establishes an emotional connection. Hence, even if there are many websites from where I can buy medicines online, I will prefer to buy it from 1mg.com because it is making a relevant and emotional connection with me.
Of course, they have got an advantage, being one of the first such websites and since I have purchased from them, they have my email to reach out to me.