A lot of what I talk to clients and prospects about now is Account-Based Content Marketing - an approach to content, whereby you engage and communicate with individuals as markets of one. In other words, rather than firing content through a shotgun and hoping for the best, you target a clearly-defined (invariably smaller) audience with personalised, relevant and genuinely valuable stuff.
When done right, the results are amazing. But the below article reiterates an essential point. You have to know who you're aiming at. Knowing who you're marketing to may seen an obvious point, but so often I see marketeers spraying generic and not particularly valuable stuff to large groups of people and hoping for the best. This does not deliver value, and nor will it win trust from any prospective clients on the recipient list.
To get positive results, being relevant and targeted is key. You need to first select the target accounts you want to market to, and only after that can you start to drive a deeper understanding of the stakeholders within that account. In many cases, you may have a user, buyer, and influencer. Make sure you know the key personas in your accounts and what matters to them at different stages of their journey. It is critical to know what their pain points are and what question they need answered. Prospects don’t care about what your product does – they care about how it can solve their problems. That’s how you build an effective ABM program.