s e s s e c o Your ABM content r M p B III 7 A t e r a h creation process P T One of the primary uses for the insight The ABM Content Creation Checklist you generate is to create content that The ABM content creation process looks like this: will be super-relevant to the key people Conduct a content audit inside your target accounts. £ Discover all the potentially relevant content you have right now £ Tag it by account, persona, purchase stage and issue £ Identify content gaps that need filling Adapt existing content £ Pick content that’s relevant and usable as-is £ Identify content that needs simple revisions to make it account-relevant Create new content £ Prioritize themes and issues for the account based on your insight £ Identify sources: subject matter experts, existing content, etc. Create an editorial calendar for content creation £ Create content briefs and assign to internal team or agency 70