B2B Content Marketing V/S B2C Content Marketing
A successful content marketing strategy starts with categorizing who you want to target as a business. In our previous blog, we introduced you to content marketing and some of its related aspects. However, today we’ll be going a bit in-depth. In this article, we will talking about the two major categories that you can build your content for. So, let’s tell you more about B2B content marketing and B2C content marketing.
A perfect content strategy depends on many things. And, one of the most important factors is defining who your target audience is. Irrespective of you offering a product or a service, you need to know your audience. Unless you do that, your content plan will not be as successful as you want it to be.
So, how do you define the audience and accordingly plan your content marketing strategy? It’s simple – you start by finalizing if your efforts will be directed towards B2B or B2C.
What is B2B Content Marketing?
B2B stands for Business-to-Business. Thus, B2B content marketing means content created for businesses, by businesses. The idea is the same – to expand your reach, and ultimately drive traffic and sales.
Unlike B2C, business-to-business content aims for a targeted group of audience (companies, agencies, decision makers, etc.). Creating B2B content is straightforward, but it does require a robust strategy. Skype is an example of B2B company. The content for B2B is mostly informative as the entire process from reach building to conversion is lengthy.
B2B content is more value driven and helps building relationships with a specific audience seeking expertise and efficiency. When you integrate B2B content marketing with your outbound sales efforts, you’ll see a tremendous increase in queries and conversions.
68% of B2B marketers have used content marketing to build credibility.
What is B2C Content Marketing?
B2C stands for business-to-consumer. As the B2C conversion process is shorter, the strategy involves promoting short and snappy content. Most of the content revolves directly around what a product or service can do for the reader.
B2C content marketing helps find needs and fill the gap. B2C customers want to know what they’re going to do with the service or product. Your product/service is the key determiner, and other aspects of the business may help influence the decision to purchase or not. Amazon LLC is the leading name in B2C.
This type of content marketing is personal and emotionally triggered. It is aimed at building a brand identity, and is time-driven. You need to invest in market research and be quick at spotting opportunities to capitalize.
Now that we have set the basics clear. let’s proceed to telling you more about how to build effective content marketing strategies for B2B audience and B2C audience.
Building a B2B Content Plan
Before you start building a strategy, you need to understand the different segments of a B2B conversion funnel. Each segment has a different type of requirement.
The first part is to attract the audience (we are talking about C-level executives, decision makers, etc.). This is a highly motivated audience who are well-aware of their needs. Your content should be more about how these businesses can benefit from your product. In the Awareness/Attract stage, the most common types of content created are blog posts, infographics,, and social media posts.
Next comes the stage where you would want to give the user definitive reasons to consider your product/service. The content mostly revolves around how a business or bulk users can solve their day-to-day problems (business related) by purchasing your product. Content marketing in the form of white papers, blogs, webinars, and podcasts play a major role in this stage.
The final piece to an effective B2B content marketing strategy is publishing content that guides the user to make a decision. It is the final stage. At this point, your audience is on the verge of purchasing and all they need is a little persuasion. Content in the form of case studies, videos, and research reports are created during this stage.
Steps to build a personalized B2B Content strategy –
- Market research.
- Defining Buyer Persona(s)
- Reviewing (and modifying) the existing content
- Defining your brand identity and voice
- Selecting the social media channels you’ll be using to promote/publish the content
- Competition research.
- Creating the content calendar.
KPIs to Track in B2B Content Marketing
Every campaign you run has certain key performance indicators (KPI). In most cases, profitability is the commonly tracked KIP. But, when it comes to B2B content marketing, there are quite a few factors that you’ll need to track and measure. Not only will it help you adapt, but it will also help you figure out what is wrong with the strategy.
Here are the most important KPIs that you should track –
- Unique Visits
- Landing Pages
- Bounce Rates
- Click Patterns/ Heat Maps
- Unique Page Views
- Comments & Shares
- Customer Life-time Value (LTV)
- Customer Retention Rate
- Marketing RoI
Building a B2C Content Marketing Strategy
While finding an audience for your customer-centric audience is fairly easy to find, engaging them is tougher. This is because customers are continuously searching and buying products online. The sales cycle is not as long as compared to B2B. B2C is mostly about pushing your content on the right place at the right time.
Most of the B2C content revolves around short blogs or articles loaded with CTAs. For example, you own a mobile repair store. Your target audience consists of people who are actively looking for mobile repair services. So, a perfect B2C content will be creating a short and snappy post for Facebook or Instagram. (We aren’t saying blogs don’t work. They do, but the content has to be precise and promotional, without being too pushy).
For a successful B2C content plan, you will have to invest much in SEO (searching relevant keywords, on and off-page optimization, UX/UI, responsiveness, etc.) . Most of the strategy is similar to B2B. You start with researching the target market and the competition. Next you build unique buyer personas to further segregate your target audience.
The next step is deciding the content type and platforms you want to use. Since, the target audience for B2C content is huge, you will need to ensure that you have a loaded repository of different types of content. Some of the common types of B2C content include social media posts, blogs, freebies, lead magnets, infographics, and newsletters.
Steps to Build a B2C Content Marketing Strategy
- Define the target audience.
- Finding out your product’s unique selling point (USP)
- Decide the type of content you want to produce
- Filter out the platforms/channels you want to use
- Plan out budget for promotions and ads
- Finding the emotional connect (while keeping a distinct brand voice)
- Analytics & A/B Testing
KPIs to Track in B2C Content Marketing
When it comes to tracking key performance indicators in B2C campaigns, the opinion varies a lot. This is because every business has a different goal. In any case, here are some of the most important KPIs that should definitely be a part of your list –
- Direct, Referral & Paid Traffic
- Social Shares & Mentions
- Submissions & Subscriptions
- Heat Maps
- Lead Quality
- Conversion Rates
- Acquisition Cost (if you’re running paid campaigns)
- Marketing RoI
It is quite evident that both B2B and B2C content are meant to serve specific target groups. Any business willing to invest in content marketing should be clear about their audience type. While B2B content helps establish any brand as an expert, B2C content helps with quicker conversions.
We hope this gives you a better clarity about B2B and B2C, and that you can decide if your business needs a B2B content marketing strategy or a B2C.
Stuck? Need help understanding if you need a B2B or a B2C plan? Drop us a line via the comments section and we’ll be happy to guide you through.