If a content strategist leads a conversation with “I think this will work,” or “I like this topic,” you must stop them right there before any content is actually created. Content based on gut instinct isn’t going to cut it in an account-based marking (ABM) campaign. The digital marketing strategy relies on data and analytics in order to effectively nurture high-value prospects. On the other hand, if a content strategist begins a sentence with “I’m writing this because the intent data is showing us…,” listen closely; their content plan of action is not only informed, it has a much better chance of engaging target accounts and helping push your campaign toward its end goal.
According to a 2020 Demand Generation Benchmark Study, 51% of marketers are already using intent data in order to guide their campaigns; that means a little less than half of them are missing out on this valuable information. If your company falls in that latter category, look into adding an intent data provider to your ABM tech stack—then you can begin to reap the rewards of utilizing intent data in every facet of ABM, starting with content creation.
Here are five ways to use intent data to guide your ABM content strategy.
1. Find out the types of content your prospective buyers are consuming.
If you’re serving the same types of content to each of your different buyer personas, you’re not doing ABM. That said, this is an area where intent data immediately proves its worth as an ABM tool. Should you be spending time creating longer-form pieces or short, snappy blogs and infographics? White papers for the CMO buyer persona and detailed product one-sheets for the CFO buyer persona? Intent signals will let you know the types of content that are resonating with specific buyer personas.
Source: Business 2 Community