A lot of people seem to think that Inbound and ABM have opposite strategies when it comes to content.  That’s not true! With ABM, it is a similar mindset, but a different approach.

Shauna Ward is a Content Marketing Manager at Terminus, and she spends a lot of time thinking about how to use content in an increasingly ABM world. Here are three tips she has for getting started with ABM content!

1. Set expectations for measurement and set new KPI’s.  Filling out lead forms may mean a lot in the inbound world, but engagement means more when you’re thinking along ABM lines.
2. Get personalized with your content.  Show that you care about your targeted accounts.
3. Know when to use gated vs. ungated content.  Balance giving away your content with keeping your targeted accounts engaged.