The difference between B2B and B2C content marketing

Written on 04 July, 2014 by Evelyn Elsted
Categories: Marketing | Tags: b2b, b2c, content marketing

Position yourself as an expert

When you’re communicating with B2B clients, one of the best ways to attract attention and loyalty is to promote the impression that you’re an expert in your field. This can be achieved in a number of ways, such as by writing valuable and timely news stories or sponsoring research into pertinent topics. B2C customers are less concerned with your status as a thought leader.

Find ways to engage and entertain

Writing and commissioning engaging and entertaining content should be the goal for all marketers, but it is especially important when targeting B2C customers. They are not looking to invest in ways to improve their business. Instead, you need to show them how your products or services could improve their lives – and the best way to get them to listen to your message is to make sure it’s an entertaining one.

Create clear takeaways and messages

When you’re appealing to a B2B client, you’re rarely speaking to one decision maker. As a general rule, you have to climb over a whole ladder of different people before a purchase order will be issued. What’s more, the sales cycle can be very long, meaning you need to be able to nurture a lead. Create B2B content that can be clearly boiled down into the kind of key messages that are easily communicated up the decision-making ladder.

Appeal to emotions and gut feelings

This is a tactic that’s much better used when writing for B2C, as most B2B readers will not be emotionally invested in their company in a way that’s easy to tap into. Purchasing decisions for B2C consumers, on the other hand, can often be driven by their appreciation of the brand – and this appreciation can be earned when a brand makes an effort to appeal to them on an emotional level with thought-provoking campaigns.

Similarities between B2B and B2C

In some ways, the gap between B2B and B2C content is narrowing. There used to be a much bigger focus on creating personal relationships in B2B and a greater emphasis on creating as much reach as possible for B2C. Now marketers are realising that personalising content works just as well for B2C.

Be sure to communicate in a way that’s value driven, engaging and easy to understand, and always be thinking about your reader – whether you’re appealing to B2B or B2C markets.