In today’s digital landscape, businesses are faced with the challenge of finding ways to effectively and efficiently reach their ideal customers. With such a heavy emphasis on account-based marketing and creating the ultimate account-based experience, one of the most effective strategies for reaching your ideal B2B audience is creating an account-based content experience.
Yet, while 91% of B2B marketers say they use content marketing in their overall strategy, they aren’t necessarily using it to create an account-based experience.
That’s because they don’t know how to create an account-based content experience that utilizes the right content at the right time PER account. First, you need to understand what a B2B account-based content experience is.
What is a B2B Account-Based Content Experience?
A B2B account-based content experience is a strategy companies use to create a tailored content experience for a specific audience based on their unique needs and interests.
This strategy creates a more personal connection between a business and its unique B2B accounts, resulting in higher engagement, sales, and brand loyalty.
The difference between a B2B account-based content experience and your standard content marketing strategy is that the latter is more focused on creating a mass-market content experience that is generically aimed at a specific audience. Essentially, it involves creating and sharing relevant content that is of use to a particular audience within an industry.
An account-based content experience, on the other hand, allows you to take specific pieces of content and re-purpose them based on the needs of your B2B accounts. This will enable you to create a unique content experience for each unique account, resulting in a more intimate connection with that account and a better overall B2B experience.
How Does a Strong Account-Based Content Experience Improve Your B2B Account-Based Journey?
By creating a solid account-based content experience, you’re able to create a more personalized and engaging experience for each of your B2B accounts. This ultimately results in higher levels of engagement, which helps you build a stronger relationship with each account and could ultimately increase sales by creating an account-based journey that quickly moves each account through the sales process.
A successful account-based journey will be supplemented with plenty of highly relevant content designed to educate and influence your B2B audience at each stage of the sales process.
This can be accomplished in several ways and includes a wide variety of content, including blog posts, case studies, and educational videos that are specifically geared toward helping your audience achieve their goals.
This content should be shared across various channels and platforms to reach as many audience members as possible.
5 Types of Content You Could Be Using in Your Account-Based Content Experience
When creating your account-based content experience, you’ll want to create various content types to ensure that you can address the unique needs, interests, and goals of your audience members at each stage of the sales process. Having this material ready will help ensure that you can quickly and efficiently respond to any needs that arise at the moment and will also help you build a stronger relationship with each account.
The good news? Choosing the right type of content for your needs isn’t nearly as difficult as you may think. That’s because B2B content creators have found that some of the most consumed content types haven’t changed all that drastically:
Source: Content Marketing Institute
It all comes down to how you put that content to use – and, again, this will come down to your unique audience and their preferences. So, make sure you are taking the time to get to know your audience and what type of content they find most of the use for their needs.
If you’re trying to build an effective account-based content experience for your audience, you’ll want to consider including some of the following types of content into your strategy:
1. Blog Posts
Your blog is one of the most powerful tools you can use in your content strategy. This is because it’s one of the few places that your audience will come into direct contact with you and your brand. This allows you to build a strong relationship with each audience member and create a more personal experience. This is especially powerful when you consider that many of your audience members will be coming to your blog in hopes of finding a solution to a unique problem or pain point, which allows you to provide them with the explanation that they’re looking for.
2. Video Content
Many B2B marketers have found that video content is one of the most effective ways to build a strong account-based content experience. This is because it’s one of the most versatile types of content you can create, which allows you to address a wide variety of topics and provide your audience members with high-quality resources that can be used to educate and inform them.
Webinars are another great type of content that you can use in your account-based content strategy. This is because they offer you the opportunity to provide your audience members with an even deeper level of education on the most relevant topics. This is especially powerful when you consider that many of your audience members will be coming to your webinar searching for advice or information on a specific topic, which allows you to provide them with the answer they’re looking for.
4. Case Studies
When creating your account-based content experience, it’s wise to include some case study content. This is because case studies allow you to highlight the successes of other customers, which is a powerful way to demonstrate the value of your product or service to your audience members.
5. Data-Backed Research
When creating your account-based content experience, you’ll also want to consider including some data-backed research into your strategy. This is because research provides you with the opportunity to demonstrate your expertise and to build a strong case for why your audience should trust you, which is a powerful way to make a more meaningful connection with your audience members.
Bring Your Content Marketing into the Future with Hushly
When it comes to creating an effective account-based content experience, Hushly has several content marketing solutions to help you build a more meaningful connection with your audience. This is because Hushly allows you to build a more personal experience for your audience members by providing you with the tools that you need to create a unique account-based content experience for each of your audience members.
Curious to see what Hushly’s solutions can do to improve your content marketing strategy? Request your demo today!