Content marketing is probably one of the most effective strategies for marketers today. Some 88% of B2B marketers use content marketing for their marketing efforts, as do 76% of B2C marketers, according to research from MarketingProfs and the Content Marketing Institute.
But the mindset, objectives, and intentions of B2B audiences are different from those of B2C audiences. Content for those different audiences must differ accordingly. Here are some of the key differences that a content marketing strategy must take into account.
Defining the Target Audience
The first step in any content marketing strategy is to understand the target audience. Therefore, you need to create an in-depth user or customer persona, taking into account (among many other factors) that the mindset of a B2B customer is usually different from that of a B2C consumer.
The B2B customer is looking for a product or a service that would add value to the business; an incorrect choice will cause damage both to the business and the career of the decision-maker. A B2C consumer, on the other hand, is looking for personal and emotional fulfillment, and (usually) is not answerable to anyone else for his/her choices.
Defining the Objective of Content Marketing
The content marketing objective is at the heart of a content strategy. In B2B, you're looking to get leads out of your content marketing efforts. A B2C environment requires you to create brand awareness and build engagement around the product or service, with the understanding that they will eventually lead to more business.
Understanding User Intent