by Kim Le
Content marketing is all about creating content that adds value to the reader’s life. The content needs to be simple, yet memorable and inviting. It is said, “The only way to win at content marketing is for the reader to say, ‘This was written specifically for me’”.
Content is still the king. Content marketing may be B2B or B2C. The primary objective is to answer people’s questions and boost sales. B2B and B2C mainly differ in the type of content created, the way it is shared and of course, the target audience.
A good writer will be able to switch hats and change their style and tone depending on the audience. It is imperative for the content to address the target audience in the right way for maximum conversion.
B2C content refers to business to consumer content. The main goal behind a B2C content marketing campaign is to reach the right consumers so that they purchase the services/products offered.
On the contrary, B2B content refers to business to business content, wherein, one business is selling products/services to industry colleagues or vendors. However, the content strategy for both B2C and B2B tends to differ. In B2B, the primary focus is on trust, service, and value, whereas in B2C, focus is laid on price and emotional satisfaction of the end consumer. For instance, Revlon has introduced a Virtual make up artist; All that the users need to do is select complexion color, skin type, product, etc and request a makeover. Based on the results, the customer can make the final purchase for Revlon products. So, in this way, Revlon has succeeded in targeting the emotions of the customer, ultimately, enhancing its brand value as well as sales.
In B2B, the business needs to highlight products and features in an engaging, entertaining way for corporate customers. In B2B, it is hard data, numbers and fact-reporting that wins. On the flip side, in B2C content, the marketing campaigns involve strategic story-telling that the customer can instantly relate to.
The audience in B2B is usually digitally savvy. So, the content must be developed in a way to address their queries, in addition to being trustworthy and fully meaningful. The best way to prepare content for industry professionals is with the help of creative formats like slideshares, ebooks, infographics, etc. B2C content should educate the target audience, creating a fan base for the brand/product, and finally, converting them into customers. To make B2B less heavy and friendlier, content marketers are using B2C marketing strategies (like personalized marketing, etc) in B2B as well.
Social media is what rules the internet today, and, content marketing and social media are quite inseparable. Social media platforms such as LinkedIn and Google+ have been closely associated with B2B content promotion. These platforms are great for building connections among a business audience. On the other side, popular social media platforms like Facebook and Instagram help a business reach a wider range of consumers, and so, work well for B2C marketing.
There may be instances where businesses have both components- B2B and B2C. For instance, an automotive industry would need to consider a multitude of content marketing strategies so that the vehicle (manufactured by them) is appreciated by both the distributors as well as the end consumers.
Content marketing is all about creating brand awareness and maximising conversion. So, the content should be compelling enough for the brand to stand out and make a difference to the target audience, be it consumer or target industry.
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