Account-specific content and specificity – two tips for your content

I now start every blog post with “it’s been awhile”. I apologize to anyone who cares, but I had twins (yeah!), and I have been slammed with work at Focus.com. I was inspired to write by my co-worker Lauren Harper’s awesome post on community management — massive props to Lauren. Also, I have been back in the trenches so I am back to picking up real world tips and best practices that work or don’t work. I have been jotting down my ideas and have been waiting to blog on each individual point, but I am just going to bundle them up once in awhile instead.

Tips are below:

Use account-based marketing when selling and marketing expensive, enterprise class products – I participated in a roundtable with Lauren Goldstein, Lisa Horner, and Ardath Albee on b2b demand generation,  you can listen to the roundtable here.  There were a lot of great tips to the event, but here is one I locked in on:  For enterprise class demand generation, ie. demand generation focused on big ticket, 6-7 figure sales, Lauren suggested creating content campaigns tailored specifically for each individual accounts. If you are going to make a million bucks on the client, isn’t it worth it? We talk a lot about relevancy and how that rises you above the noise.  Well, tailoring your content for that big whale client is a prime example of uber-relevancy and I think an absolutely great idea.

To read about account-based marketing directly from Lauren, click here
For an example, read this about what her team did with Nuance

Be specific in your content – one thing the content explosion has created has been a lot of writing and talking about concept(s).  These  concepts are re-hashed over and over. In the marketing blogosphere EVERYONE is saying the same thing.  Does this sound familiar:  “The buyer has changed, they don’t come to you…lodi dodi, we like to party”.  Don’t get my wrong, I understand the change in buying behavior but a lot of us just want to get on with it and go tear it up.  So here is the deal: The way you create compelling content is today’s chaotic world of “blowhard-ism” is to offer up real-world, specific examples of how ideas are being executed. Here are some simple rules that I am trying to apply to my content:

1. Produce tangible, “ready to use” tips and best practices in your content (blog posts, white papers, webinars).  Example: see above

2. Back up your tips and best practices with real applications and examples. Example: see below

Here is an example of a blog post that has real tips and real data to back it up:  Jon Miller’s My Secret Methods for Turning Marketing Leads into Qualified Sales Leads. It is a valuable guide with real-world examples.  The examples are not just for credibility but help the reader visualize and understand what they need to go do.

Hope you enjoy.

Craig Rosenberg is the Funnelholic. He loves sales, marketing, and things that drive revenue. Follow him on Google+ or Twitter