Explore the efficacy of ABM-Based Content Syndication in targeted marketing. Learn what it is, why it is important, and how to make it work for your success
Account-Based Marketing, or ABM, is a very targeted strategy that focuses on engaging and nurturing specific high-value accounts rather than casting a wide net. To amplify the effectiveness of ABM, content syndication has emerged as one very powerful tool.
In this comprehensive guide, you get into ABM-based content syndication-what it is, why it matters, and how you can leverage it for success.
Understanding Content Syndication with ABM
What is ABM-Based Content Syndication?
ABM-Based Content Syndication refers to the distribution of content that is directed strategically towards an exclusive select group of high-value target accounts as part of an Account-Based Marketing strategy.
This is combined with the precision targeting of ABM to content distribution techniques of content syndication for engagement, education, and nurturing of prospective customers within the target accounts. It helps ensure that the right content reaches the right decision-makers in your target accounts naturally allowing for increased conversion opportunities.
Why should you bother with account based content syndication?
1. Precision-targeted Marketing:
Through account based content syndication, you can bring your value to the decision-maker or influencer in your target accounts. Unlike this hyper-focused, micro-casting of content, the person reading that content will have the purchase power and interest in making the buying decision.
2. Better Engagement:
When content addresses a target account's experience or and concerns, you create more interactive and consequential experiences. Those experiences translate into improved engagement and a greater likelihood of leads turning into buyers.
3. Better Personalization:
Personalized experience is what is in the modern marketing. Account-based content syndication allows you to personalize your content in a manner that speaks to the unique challenge and opportunities that every account sits on, thus making messages even more relevant and convincing.
4. Better Return on Investment:
The concentrated efforts made by you to hard sell make it possible to leverage your marketing spend best. A new buzz term is here-the way of life of account based marketing is based on higher ROI compared to traditional forms of marketing.
Having understood what account based content syndication is about, let's look into how to form it pretty well.
Earn money Implementing ABM-Based Content Syndication
1. Target Accounts
The basis of ABM defines which are the correct accounts to pursue. Working with the sales team closely comes into play as it identifies those accounts with maximum perceived value anticipated from each. Often, these accounts are defined as having revenue potential and fit into the product or service-their position in the buying cycle.
2. Create Relevant Content
At this point, it is easy to crawl across to the identified characters and deliver content that speaks to them. Whitepapers, case studies, webinars, even sometimes blogs-it should be focused on the challenges and pain points of that account and show how the offering can solve the problem.
3. Find the Most Suitable Syndication Partners
Find the content syndication partners who specialize in ABM and have access to your actual target accounts. Partner with publishers that cover a more specific industry, such as LinkedIn and other industry-trade publications. Research both reach and engagement metrics before making that decision.
4. Harness Data and Analytics
Data is at the heart of ABM-Based Content Syndication. Use advanced analytic tools to monitor the health of your syndicated content, engagement, conversion rates, and all other KPIs relevant to the success model or models you have followed. Make those changes supported by data to fine-tune the approach over time.
5. Nurture the Leads
Today's content engagement with target accounts is just the beginning. Then leads nurturing comes in, which keeps the processes flowing by including follow-up content, personalized email messaging, and event or webinar invitations to develop long-lasting relationships and conversion paths.