Account-based marketing takes a significant amount of effort. Worth it? Absolutely. But a lot of manpower? Definitely. This is especially true if you’re a B2B company creating content to push specific accounts down the sales funnel—from the awareness stage through the final evaluation stage. On average, it takes about 40 different pieces of content to execute a true ABM campaign. And that’s per target account.
So if you’re targeting more than one account and your creative team has already hit its bandwidth, your ABM strategy has to change. If you’re familiar with even the basics of ABM, you know a large part of its effectiveness is driven by personalized content created for an individual in the buying committee or the entire account. At the end of the day, content produced specifically for a certain ABM campaign will always outperform generalized content. Plus, the internet is completely saturated; you want your content to stand out in order for your target account to engage. Without engaging content, your spend won’t be as efficient and your ROI starts to plummet. No one wants a lower ROI. That’s not what account-based marketing is here to do.
So if this is a situation you’re in or know you’ll find yourself in if you start down the ABM path, you have two options:
It’s important to note that the first option will most likely include recycling your assets as well. A good digital agency won’t throw out the creative work you already have access to; they’ll edit and reshape content as well as create brand new assets for your campaign.
If the second option is the direction you want to go in, we have a few tips to help get you the most content out of the least amount of manpower. And while repurposing content usually won’t work for the final evaluation stage for an account, it’s perfect for accounts in the awareness stage, leaving your team enough time to build brand new, highly customized content for use further down the timeline.
Below, we’ll discuss four different ways you can repurpose content for account-based marketing.
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