Account-Based Content is a B2B marketing approach aimed specifically for the companies or target accounts you really want to work with. Instead of blasting out generic blog posts or sending the same email to everyone, you craft personalised content that speaks directly to the challenges, goals, and decision-makers inside those companies. It’s like sending a handwritten letter instead of a group message.
This approach is especially useful in B2B, where buying decisions take time and often involve multiple people. ABC helps you stand out from competitors and build trust faster. It also helps sales and marketing work better together, because everyone’s focused on the same accounts.
Example:
Let’s say you sell a project management tool. Instead of writing a blog post like “Top 5 Tools for Remote Teams” (which is super broad), you create a landing page just for a company like XTech. You call out issues they might be facing — like missed deadlines or miscommunication — and share a case study from a similar company. You might even tweak the copy depending on whether you’re talking to their CTO or Head of Ops. The result? They feel like you truly understand their needs.