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.