B2B vs. B2C: How Content Marketing Changes by Target Audience

There are differences in marketing to businesses (B2B) versus consumers (B2C). Some of the main areas in how to effectively market to each deals with the seller’s intent, what message appeals to the buyer, and the channels used. It starts with what the different buyers value, their decision making process and how they prefer to receive these messages.

While it’s helpful to gain a general understanding about what appeals to each type of buyer, some of these differences may be better explained by whether the product or service has a ‘long sales cycle’ or ‘short sales cycle. In this context, there will be some overlap between them. How you approach your marketing ultimately comes down to knowing your target audience. Uncover their interests, fears, activities, and preferences to help guide your decisions on your content marketing campaigns’ intent, messaging, channel, and format.

Key Takeaways:

• 85% of B2B marketers use content to build their brand and establish thought leadership. While thought leadership is great, it just isn’t as important in B2C industries, who are driven by different motivations — usually, feeling safe, secure and informed.
• For B2B customers, the marketing message is based on value, service, and trust. B2C marketing is focused on price and the emotional satisfaction of obtaining the product.
• Different marketing tactics are used in B2B and B2C, although the methods of advertising, promotions, and publicity are the same.

“It’s clear that there are some significant differences to be addressed in the way content marketing changes for B2B versus B2C target audiences.”

Read more: https://blog.hubspot.com/marketing/b2b-b2c-content-marketing