In B2B, we are all guilty of creating wallpaper content. Bits of content that could be from anyone, and whilst informative, it creates more noise than help.
With ABM, the focus is to move on in terms of the type of content, its personalised nature, and how sales and marketing are using said content.
What is interesting is reading how companies’ views on this massively differ. So here are a few helpful pointers:
- Don’t always rely on digital – just because it’s easy, doesn’t mean it will be seen.
- Make sure you’re measuring your content performance so you don’t end up spending more time producing ‘stuff’ that doesn’t work.
- Create a clear conversation between sales and marketing to make sure there is synergy in the approach.
- Don’t get creepy – using people’s names on content is weird and if you don’t know them or if it is coming from your brand, it could come across too Big Brother-y
ABM Guru says: content is vital, so much of content creation is based on gut feeling, including Ginzametrics views. Try to create content using data, you’ll stand a much better chance of success.
One of the things the guys at Ginzametrics have missed is the how to best use content as your accounts move down the funnel. I recently went to a conference, listened to a talk from a brand that seemed really interesting, so accessed their site. I consumed some content and then asked for a sales call. I spent the first 40 minutes of the call trying to understand exactly what they did because I’d been consuming top of funnel thought leadership content that didn’t make this clear. Make sure your content takes the user along a journey, but don’t be afraid to sell when the time and the content is right.