account-based content marketing: building an effective content strategy to support your strategic...

Account Based Content MarketingBuilding an Effective Content Strategy to Support Your ABM Demandbase Impact Tour 2015

@adammonagoAccount Based Content Marketing

ADAM MONAGO

@adammonagoAccount Based Content Marketing2Image Credit: Walter Benson "Drowning in Bricks”

We are drowning in content


We’ve become really “good” at this.

3

Online

TOFU

MOFU

BOFU

Blogs, SEO PR / Outreach Radio, Billboards, TV

Social Retargeting Email Newsletters CTA’s with Gated Downloads Targeted Offers

Case Studies Testimonials Content for Exec Sponsors

Our priorities have changed

4

Interesting changes between 2015 and 2016 CMI-MarketingProfs B2B Study

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Massive waste


The Right Accounts

The Right Time

Personas of the Right People

(Users, Influencers, Buyers)

6

A Better Way: Account-Based Marketing

AWARENESS

Online

INTEREST

CONSIDERATION

PURCHASE

ADVOCATE

ENGAGE

EXPAND

IDENTIFY

#FlipMyFunnel

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AWARENESS

Online

INTEREST

CONSIDERATION

PURCHASE

ADVOCATE

ENGAGE

EXPAND

IDENTIFY

#FlipMyFunnel

7

Increased Focus

Reduced Waste

8

What kind of content

do we need?

Photo Credit: UNCG Research, 2014


Content Should Unlock Group Buying Behaviors

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“Mobilizers” Help You Combat the 5.4

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The 3 C’s of ABM Content Strategy

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Curate Create Customize

Curating Content That Compliments Events

Curate

Content Libraries to Support Self-Service

Curate

Newsletters That Present Your Human Side

Curate

Create Content Based on Mobilizer Research

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Start With Sales Insights

Supported by Research

Refined With Testing

Commercial Insights

Engaging Topics and Tactics

Competitive Differentiation

Customer Pain Points

Create

Sample Research Questions

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Which account demographics have the most success

with your solutions?

For recently closed-won deals, what sort of content did

they consume?

How many touch points were involved in previous sales?

Who were the stakeholders?

What were their titles?

When were they involved?

Create

@adammonagoDemandbase Impact Tour 2015

Don’t be afraid of testing new concepts

Create

Empowering Content

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Create


Consider Customization In Different Areas

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Substance (Column B)

Delivery (Column C)

Presentation (Column A)

Customize


Don’t Forget: Follow “10x” Content Principles

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Do a competitive analysis

1 2Identify the unique value

that you are going to provide to readers and influencers

3Recognize the investment of time by the reader and

accommodate them

4The mobile and social

experiences for your content need to be outstanding

5Don’t try to create

viral content

6Properly staff

your team

More on 10x Content: bit.ly/10xMaven

http://bit.ly/10xMaven


Don’t Forget: Practice Responsive Delivery

1. Feedback

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4. Automation

2. Collaboration

3. OwnershipMore on Responsive Delivery: http://bit.ly/responsive-delivery

http://bit.ly/responsive-delivery

http://bit.ly/responsive-delivery

Adam Monago adammonago.com @adammonago

Husband, daddy, musician, yogi, gardener, foodie, politico, and dog lover

20 Years: I/T, Consulting, Software Product Management, Sales and Marketing/Digital

Passionate about #analytics, #martech, #seo, #contentstrategy and #design

Writing and public speaking on digital strategy and content marketing

About me

22@adammonagoAccount Based Content Marketing

http://adammonago.com

Thank You

@adammonago

ADAM MONAGO

www.adammonago.com

www.linkedin.com/in/adammonago

@adammonago

www.adammonago.com

http://www.adammonago.com