Author: Shari Johnston / Source: martechadvisor.com ABM Tip: “Prioritize your content creation to be in lock-step with your go-to-market
ABM Tip: “Prioritize your content creation to be in lock-step with your go-to-market strategy”
Content creation is a never-ending uphill battle. The wish list of content requests from thought leadership, top of funnel, educational, vertical targeted, sales enablement….it is never ending. How do you prioritize? Is it the loudest voice in the room? Do you focus on topics that are trendy or that sounds interesting to your content writer? Nothing is more frustrating than putting all the time and resources into carefully crafted content that doesn’t move the needle.
At Radius, we prioritize our content based on our ABM strategy. At the beginning of our ABM journey, we already defined and selected our target account list. We can now use the insights derived from this list to define our content priorities, so we are in lock step with our go-to-market strategy. It is hard to argue against focusing content development on the group of prospects we all agree are likely to be our next best buyers.
39% of marketing budget is spent on content marketing by the most effective B2B marketers. (Source: TopRankBlog)
In order to turn this approach into a cohesive editorial calendar, we start by looking into the insights our target accounts provide to derive common key attributes that will…