THE DIFFERENCE BETWEEN B2B AND B2C CONTENT MARKETING
Content marketing is a common buzzword being used by every company, small or big, in the marketing universe today. But how many realise the true essence of it? It’s essential to realise the target aim of your company before you blindly adopt a content marketing strategy; strategies that work for a certain company might not work for another. The most important factor to note here would be the end customer a company is catering to. While there are companies that serve the end consumer, there are some companies that also cater to other businesses. The latter one falls in the category of B2B businesses. It is imperative to note that B2B and B2C content marketing are two completely different ball games altogether. Allow us to show you how –
Orientation- Product VS Customer
A brand in a B2B market is created through personal networking and consecutive selling. The content is based on a lot of information and facts. The content here requires more research and is based on benefits a certain product or service has to offer. Content marketing here helps you get recognized as a leader in the market.
A brand in a B2C market is created through advertising. The content here is emotive; it aims at luring the customer to purchase the product or service. The content here does not require as much factual research since the customer is not looking at an information overload. Content marketing here makes the customer remain loyal to the product/service.
B2B buyers are more focused on the logic behind the product. . Businesses are looking for a product that will improve their bottom line. They will make a purchase decision if they see that the product/service helps them save time. The content here thus has to be factual, with no added fluff.
B2C buyers are focused on the benefits of the product. With B2C buyers aspects like brand popularity, feel good factor associated with brand and use of product come into play. Customers here typically seek experiences. The content here has to be something that appeals to the customers on an emotional level. They do not necessarily look for factual information.
LinkedIn and Google Plus are popular platforms to work with in terms of B2B content marketing. Audience on these platforms are actively searching for information.
Facebook and Instagram are popular platforms for B2C content marketing. Audience on these platforms are looking for content that is pleasing to the eye, and attractive visual content more often than not lures them to make a purchase.
The content is factual and informative in B2B content marketing.
The content is interactive and attractive. Visual content is slowly picking up as a trend for B2C content marketing.