Business-to-business (B2B) and business-to-consumer (B2C) marketing are two very different practices. It will be your audience who determines the channels you use, the messaging, the frequency, and other factors. While the differences between B2B and B2C content marketing may not be surprising, having a thorough awareness of the specific differences may significantly influence the success of your content marketing efforts.

Remember that there is no “one size fits all” approach so, understanding how to advertise to various sorts of consumers is one of the most critical components in developing your content plan. This is why we’ve done an in-depth evaluation of the three fundamental differences between B2B and B2C marketing to assist you in analyzing and updating your current strategy. Read on!

B2C VS B2B

1. Consumer’s Motivation

B2B: B2B customers are often willing to invest in your product or service, especially if they see the value of time, money, or resources it can save them— which is why they’re often willing to pay a premium price. They want to be educated and equipped with your expertise to help them in their decision-making process and they are driven by statistics and success stories that they can share with their team.

B2C: B2C customers are driven by their emotions, with the ultimate goal being to be satisfied with the purchase. Customers will look to you for entertainment and value. You should weave your product or service into the stories that connect with their emotions and solve their problems.

2. Content Strategy

B2B: The primary goal in a B2B context is ROI. You should provide precise statistics, numbers, and practical characteristics whenever possible. The advertisements and promotional content focuses on the ‘what, why, and how’ of company operations. In a B2B context, appealing to complex data rather than emotions is a more effective approach.

While storytelling is more often seen in a B2C setting, it could also be effective in a B2B context provided those stories are supported by facts, figures, graphs, and other materials that focus on data and demonstrate ROI. This applies to website material, blog posts, and articles published as part of your content marketing plan.

B2C: The key drivers of B2C content marketing efforts are blog posts, website material, social media postings, and any other piece of content that you create with the emotions of the B2C market in mind. Apple’s marketing text for each new product introduction is an example of what is straightforward and emotion-targeted, appealing to people’s desire for innovation and investing in the future.

3. Ad Copy

B2B: Most of the ad copy that works for B2B is more on the informative and educational side. It needs to be directly related to the business and what they are paying for. The copy should be concise and to the point — introducing a need and then offering your solution to fulfill that need. Use your research and knowledge of the industry to create content that’s helpful to your B2B audience.

B2C: The best way to write ad copy for B2C is to create a sense of urgency. Your product or service should make them feel a certain way, fulfill a need, and so on. You’re not selling “information,” you’re selling happiness, fulfillment, etc. The key is to tap into emotions that drive your prospects to a buying decision.

Final Thoughts

The key takeaways here are that you must understand your target audience. With this in mind, you should know that no matter what platform you use (Blog, Twitter, LinkedIn, Facebook, Instagram, etc.), the same strategy can be applied to B2B and B2C. Make it personal, make it real, and tell your story. No matter the audience, most of your content should reflect the following:

  • Delivering value 
  • Creating trust and credibility
  • Growing brand awareness
  • Engaging with your target audience
  • Developing a community/following

Take these steps, and you’re sure to have an engaged audience ready to do business with you.

Partner with us today! We offer the best digital marketing services in Phoenix. Elly and Nora Creative is a boutique branding, publishing, and public relations firm in Arizona. We appreciate the service you provide and want to help you reach your target audiences as effectively as possible. 

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