In account-based marketing you target selected individuals and companies for marketing.
Content writing for ABM campaigns means writing targeted content for individuals and companies.
This written content is very specific and focused. It is written keeping in focus the expectations of these individuals and companies in mind.
What is the difference between conventional B2B marketing and ABM?
Conventional marketing involves casting a wide net: it targets as many individuals as possible.
In ABM, the target audience is pre-selected.
For example, if you are marketing a new chocolate product to an individual, you know that he or she is a chocolate aficionado.
Additionally, he or she is also capable of paying the price of your new chocolate product.
Similarly, if you are promoting your catering service to an airline, you know that the passengers will be able to pay for the food items.
Another example: I come across an individual on LinkedIn, who is having difficulties trying to improve his search engine rankings.
He is not able to find a reliable and good content writer.
Instead of simply approaching him and prompting him to hire me as his content writer, I send him a contact request.
I start interacting with him.
I keep track of when he is active on LinkedIn.
Then more or less at the same time, I post useful content writing and content marketing updates.
This may not be a full-fledged account-based marketing exercise, but the tactic is more or less the same.
Retargeting through Google ads is also the same thing.
Someone shows interest in your website, visits your website but leaves without buying from you.
That person begins to see your Google ads wherever Google ads are displayed.
Of course, conventional marketing also involves targeting but it is broader: throwing stuff at the wall hoping that some of it will stick.
Target? The wall.
ABM means throwing stuff in a bucket.
How can my content writing services for account-based marketing help you?
In ABM, you need to approach companies and individuals confidently.
Individual concerns matter more when you directly market your services and products to companies and individuals.
My professional content writing services can help you write engaging content that directly talks to people.
I can write conversational content and copy.
My content writing and copywriting services can help you if you want to send mailers or create landing pages.
ROI is your biggest worry as a content marketer and even as a marketer.
Research by the Altera Group showed that 97% marketers said that ABM has higher ROI among different marketing methods.
Marketers know that content marketing is the best form of marketing.
Consumers no longer respond to conventional advertising and marketing.
Businesses need to engage consumers continuously.
Back in 2015 a Content Marketing Institute research showed that 88% B2B organizations used content marketing in some form.
The figure is much higher now.
How can you make your content marketing more effective?
Through account-based content marketing.
One of the biggest problems being faced by content marketing is, there is too much content.
Few marketers know how to create and publish right content.
Almost every marketer creates and publishes content.
This creates an overdose of content.
To be noticed by your prospective customers and clients, you need hyper-targeted content.
You need content that stands out.
This is where my content writing and copywriting services can help you.
I can write content for highly focused personae.
Account-based marketing requires you to understand what problems and challenges people and organizations face.
Then you address these problems through content writing.
You are sending personalized content directly to a director, a manager or a CEO.
If your content does not make the right impact, all your effort goes waste.
In fact, it can be counter-productive if the targeted person finds your content inferior.
Targeted and strategic ABM content writing: I can write you customized, completely focused content for individual accounts and individual decision-makers.
Whether you want a blog post, a report, a White Paper or an email, my writing will directly talk to the reader or the recipient.
I will completely understand the industry or the field to which your targeted account belongs and then write the content as an expert.
Can I do that?
Yes, with research and with your help, I can write highly targeted and personalized content.
Drip marketing emails are also very effective for account-based marketing but for them, you need highly engaging and well written email messages.
I can help you with them.
This makes your writing more effective and direct.
Want to know how I can make your account-based marketing (ABM) more effective with my content writing and copywriting services? Contact me today to know more.
Benefits of account-based marketing
Account-based marketing these days is increasingly being used.
Mostly by B2B companies to target larger accounts.
This marketing method is used to acquire high-value customers.
Traditionally, this form of marketing is costly because, although it focuses on fewer individuals, the level of customization and detail is much higher.
Nonetheless, marketing technology has advanced. Big data is available to even smaller businesses these days.
This enables you to employ ABM even with smaller budgets.
Some of the benefits of account-based marketing are
Personalized and optimized
Since you are targeting specific accounts, your messaging is more personalized.
You connect better with your target audience.
Your accounts are more likely to respond because of better engagement.
Optimal use of resources
As explained above, you are not throwing stuff at a wall hoping that some of it will stick.
Whether through content writing or other media, you are highly focused.
As a result, you waste less resources.
Account-based marketing gives you clear business results.
Calculating ROI is easier because you are targeting a highly defined group of people.
Aligning content writing an account-based marketing
Effective use of content writing means publishing content based on solving peoples problems.
A good thing about account-based marketing is you already know what problem your target consumer is facing.
If I use ABM for my content writing and copywriting services, I know that I will be targeting individuals who need good content.
I will know in advance that they appreciate the value of quality content.
I may also know, for further targeting, that they have already had less than positive experience with other content writers.
This will allow me to allay their fears through my content writing.
Contact me for more details.