[Data] Why do B2B & B2C marketers disagree on the role of content?

According to recent research from Parse.ly, both B2B & B2C marketers use content marketing to generate brand awareness. In fact, 88% of respondents in both categories say that brand awareness is the #1 goal of content.

But as this article, originally posted on MarketingProfs.com, points out, that’s about where the similarities end.

The survey, conducted in November 2021 among 832 B2B and B2C content marketers, reveals significant differences among how both types of marketers view the role of content in their strategy.

From MarketingProfs.com — the top priorities for content marketers across all channels

Image source: Parse.ly

For B2B marketers, the top goals of content marketing include:

  • Brand awareness (91%)
  • Generate demand leads (85%)
  • Build credibility & trust (81%)

For B2C marketers, things look a little different:

  • Brand awareness (84%)
  • Audience education (78%)
  • Building credibility & trust (73%)

The main difference: B2B marketers place more emphasis on lead generation than B2C marketers do.

In my mind, the reason for this comes down to the differences in the B2B vs. B2C buying cycle:

  • Most B2B purchases are a long-term cycle, where brands and salespeople spend months, even years, moving a prospect toward a buying decision
  • Most B2C purchases are a short-term cycle, where brands and salespeople want a buying decision as quickly as possible

Because content marketing is more of a long-term marketing tactic, it’s not surprising why B2B marketers favor it as a lead gen support tool more frequently than B2C.

There are a lot more interesting insights in this data. I highly recommend reading the full article here.

(By the way, the original author is Ayaz Nanji, digital strategist and a co-founder of ICW Media. You can find his LinkedIn here and his Twitter here.)

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The Smarketing Corner is a publication of both original and curated content designed to bridge the gap between Marketing and Sales. Our vision: a world where companies see these functions as part of one team: the revenue team.

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