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What is Account Based Content?

Account Based Content is about developing the right content and messaging tailored to your respective decision makers.

According to Google, 91% of all buying decisions are initiated by an internet search! 91%!

Do you think it's important to be there when your potential customers are looking for what you offer?

Answer: YES! Many people today talk about Account Based Marketing , which is about advertising to your decision makers with situationally adapted content that hopefully creates an interest and commitment. The challenge with Account Based Marketing is that it often involves advertising in different channels, which means a cost in advertising money. We often recommend our customers to advertise to achieve certain types of goals. However, the trick is that as soon as we remove the advertising money, we stop generating results. This is why we believe in a mix of Account Based Marketing and Account Based Content.

Account based content jobassigner.com

Why should you invest in Account Based Content?

With Google having so much influence and clout when it comes to sending visitors to the right websites, we should actually take the above statistic into account. If you don't invest in Account Based Content, you have no chance of appearing in the organic results on Google and you will miss out on lots of potential business in the process.

How do I start working with Account Based Content?

We know today that Google loves relevant and credible content of all kinds. Everything from texts, images and videos etc. Google chooses to highlight the websites that best answer the questions that users ask and look for when they do an internet search. That's why it's incredibly important that you've developed content that helps your potential customers make the right decisions.What Account Based Content is based on is first and foremost really finding out what the different challenges and needs of your different decision makers are. Then you develop customised content that responds to those challenges and needs.

One tip is to put together a sales, marketing and customer service team to go through all customer contacts to find out as much as possible about your current and potential customers. Together you will develop a list of challenges and needs that each decision-maker has.Before doing this, it is a good idea that you have developed personas so that you will know how to communicate with these decision-makers. Often there are several people involved in a major deal and they are all triggered by different things in a service or product that is to be purchased. For example, some want more technical information while others want to know what problems the purchase will solve and others want to know the ROI of the investment. Some want simpler texts while others want more advanced texts. It is important that you tailor the content to your decision makers. Another tip is to interview all the people involved in a deal with an existing customer to find out what triggered everyone.

If you need help creating your different personas, you can use our persona template which you can find by clicking the button below!

DOWNLOAD PERSONAL Template Once you have produced a series of customised content for your various decision-makers in the form of texts or videos, you publish this on your website. To maximise the dissemination of your content, you can publish a link to your content on LinkedIn, Facebook, Youtube or a channel where you think your decision-makers are.

If you want your content to be indexed faster on Google, I recommend reading this blog post to learn how. Click here to read on!

Once your content is indexed on Google, it will hopefully be visible to your decision-makers when they search for information at the beginning of the buying journey.

It's also important to think about the entire customer journey when working with Account Based Content!

Leading your potential customers to a purchase decision is one thing, but an even more important part of it is the overall customer journey. That's usually where the big deals are. For example, selling a system to one department of a company is great, but selling your IT solution to all departments and to an entire global group of companies is preferable. Or is it? :-)

How do I adapt my Account Based Content to the customer journey?

Once a customer has become your customer, what happens? Are there several people in that company who need to be made aware of the purchase and what it means for them? Perhaps there are potential additional sales there that will come to the surface as long as you inform them of how the rest of the company is affected by the deal that has been made.

The digital customer journey jobassigner

A good image to follow is McKinsey's model of what a customer journey might look like. We've gone through everything up to the point of purchase, but then it's about making the whole post-purchase process as smooth and confidence-inspiring as possible.This is how we create a trust and loyalty loop (see picture) that allows you to grow together with our customers over a long period of time. This is the loop you want to be in with Account Based Content that enables a smooth and trust-inspiring interaction with all your different existing and future decision makers of a customer.This is about being proactive and coming up with innovative solutions that enable your customers to become even more efficient or profitable. If the team you put together with sales, marketing and possibly customer service can list all the different needs and potential deals of an existing and potential customer, you can start creating the content today that will make this way of working possible.

What should I set as goals for my Account Based Content?

It is always important to set measurable goals for all different digital marketing strategies. When it comes to Account Based Content, you need to think long term.One of the reasons why you need to think long term is because it takes time for Google to rank your content. That alone can take between 3-6 months.Then there's the process itself of bringing in a great deal. If you want to bring in your dream customers that have a value of X, it might be worthwhile to let it take anywhere from 1 year to 3 years to bring in the business.

account based content analytics measure goals

A good idea is to start from the current situation when it comes to setting goals. For example, how long does it take you to close a big store today, how many of your dream customers visit your website, how many of them download something from your website, how many of your dream customers are you working with today? etc.Based on this you set the targets. It is also important to set intermediate goals, e.g. how many of the selected companies do you manage to get to a first meeting with, a second meeting and so on.One last tip before you get started. Dare to stand out, find your identity and dare to be personal and a bit funny in your channels if that's how you see yourself.

No one wants to work with a gray boring company without a personality and no one remembers a company without an identity (well, maybe some but do you want to work with them?) The most important thing for me when it comes to business is to be honest about who you are and how you work with your customers. The future business that you get in, you want to be in line with who you are and what values you have. Starting a collaboration with someone because you tried to be someone else because you think that's what your customer wants is wrong. It's a bit like hanging out with a friend who you don't really like. It won't be genuine and fun in the long run :-) That's my tip about being yourself in all your communication.

‍Lucky!
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