Tuning Your Content for Account-Based Marketing
David McGuire from UK-based copywriting agency Radix did a great post recently on Account-Based Marketing (ABM). I won’t repeat his excellent explanation. But suffice it to say it’s all about focusing your marketing efforts on the very specific subset of prospects who have a genuine need (and budget) for what you’re selling.
It’s the most expensive way to sell, but can be useful for big ticket products that a relatively few customers need. It’s not, as Radix points out, a new idea. But, as Radix points out, it requires content that is far more focused on each specific customer than the customary “one size fits all” content many marketers produce.
Producing that content requires specific skills on the part of a writer. McGuire says that to turn out highly-focused ABM content a copywriter must:
- Do enough research to understand the specific issues facing each targeted account
- Write well enough to capture the imagination of each account, with…
- …the understanding to deliver the most relevant information without wasting their time…
- …and the soft skills to push back on marketers that want to use overly technical language or marketing the account won’t care about.
Let’s assume you’re launching an ABM campaign and are looking for content, and writers, to populate it. Here are some tips for ensuring either your internal writers or outside contractors meet the content bar for ABM.
Content Tips for ABM
A good writer will ask questions like:
Besides the “sniff” test (do you like their writing) some objective criteria include:
Now, how is Account-Based Marketing changing the type of copywriting you need and how you work with writers? Is it best to bring the writer in after you’ve decided what you want to say, or give them a say in honing the value proposition and messaging? And do you feel comfortable with letting mere writers push back on your messaging? Let me know how we writers can do a better job at ABM.