DOES CONTENT MARKETING VARY BETWEEN B2B & B2C BRANDS?
Joy Abdullah
Marketing & Content Strategy Consultant | I help professional service business owners with marketing strategies that create consistent growth by building relationships which grow communities |Founder- Humanizing Business
While it may seem like B2B and B2C are worlds apart, when it comes to marketing there are some similarities.
It starts with the brand story.
Both B2b & B2C brands aim to communicate its brand story with its target audience.??
They both need to create a strong brand identity, build customer loyalty, and focus on creating a positive customer experience. With these forming the blueprint of your long-term objectives, how best then can this be achieved?
Content marketing is all you need to move from the point you are to where you want to be. It’s the one thing that both B2B and B2C brands have in common.
While both B2B and B2C brands depend on content marketing to reach their target audiences, there are some key ways in which the two types of content marketing are similar yet different.
Given the long buying cycle in B2B, the businesses utilize the potency of blog posts, articles, eBooks, infographics, emails, newsletters, and even white papers in their content marketing strategy to establish, sustain and nurture the relationship with their target audience.
In doing this B2B brands aim to provide educational and informative information that focuses on the benefits and outcomes the brand delivers. From a content marketing perspective this is one point of similarity with its B2C counterparts.
On the other side, B2C businesses rely on leveraging organic and paid social media content, in high frequency, to communicate with their audience. It’s no surprise that whenever you open any of your favourite social media apps, you are greeted with an advert!?
Which brings us to the second point of similarity. That’s the target audience.
Irrespective of whether it's a B2B or B2C brand, the content marketing focuses on people, their consumption behaviour and their needs and wants.
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People who are predominantly online and on the lookout either for information or for a solution to solve a problem. Irrespective of whether one is a B2B or? B2C audience, the go-to source to seek information is online.
Here's where the categorization tends to blur. Brands focus on the immediate need and being able to showcase the outcome, to get attention and build a relationship.
From a marketing perspective the key goal of any business, be it a B2B or a B2C,? is to establish trust and credibility with their target audience. This drives the engagement, leads and sales which every business seeks.
To maximise the effectiveness of your content marketing step out of your known industry categorization and look at your brand through the eyes of your prospect. Tap into the values that matter to your audience and the gratification they seek. Build your content around that.
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Content Strategist & Writer ?? Ghostwriter ?? Empowering Entrepreneurs Like You with Engaging Copy and Result-Driven Content Marketing
2 年So well-timed an episode, Joy Abdullah! Rather than businesses wasting time drawing the lines, they are better off maximizing the potency of both marketing options. Small business owners will definitely find this helpful.
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2 年Absolutely true Joy Abdullah! There is such a big misconception about B2B and B2C marketing that is at the base of the gap that exists between the 2. Often times businesses spend too much time trying to point out the differences instead of focusing on the similarities and taking them into account for their new campaigns!
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2 年Joy Abdullah Ji, Thank you for the connection! This was insightful, laying out what might seem 'obvious' to some, but worth holding out to examine. "Irrespective of whether one is a B2B or?B2C audience, the go-to source to seek information is online." This truth has struck me, especially as I see it in my old self :-) no longer looking to talk first to sales people, I do that after the online search.. I have to remind myself that I should still place value on the knowledge that lives in real people! Amana Alkali, thinking you would find this interesting too!
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2 年Great insights Joy and Lindsay. I find that it’s also much more enjoyable to write content in a b2c style.
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2 年Great points! Thanks for sharing! ????