B2B content marketing differs from BtoC content marketing. Why ? The characteristics, needs, desires and uses vary according to the targets. The proof in 7 differences…
B2b and b2c share broad similarities. Their respective strategy is defined according to a comparable process (analyze, segment, position, plan). However, because their audience is intrinsically different, BtoB content marketing displays an implementation that diverges from BtoC content marketing on several crucial points. Discover 7 fundamental differences between BtoB content marketing and BtoC content marketing.
B2B content marketing differs from B2C content marketing in its primary objectives. At what level ?
The BtoB content has the fundamental mission of build a brand image around your expertise. Your know-how and skills are at the heart of your content. Your company is thus positioned as a leader in its market. As a result, you can generate leads, engagement, and ultimately sales.
And in terms of B2C, is expertise a negligible objective? Without being completely swept away from your strategy, other more important goals should be prioritized. So, seek more to develop your notoriety in BtoC content marketing. In addition to this knowledge of your brand, you can aim to evangelize your target in order to shape an image by playing on brand identification and of loyalty.
2. The media to be used according to the target
The priority delivery channels for BtoB content marketing are not the same as for BtoC content marketing. But why ?
Because the potential B2B market is limited, the communication tools to be mobilized are specific to the company’s targets. Choosing these channels optimally is a real challenge for companies wishing to optimize their ROI – return on invest. How to proceed ? The central question is where to find your prospects. To acquire qualified contacts, you need position you on channels they use by developing impactful professional supports: blog article, white paper, study, user guide… The most effective social media in btob are LinkedIn (for 66%), Twitter (55%), YouTube (51%) and Slideshare (41%), according to Content Marketing Institute (B2B Content Marketing – 2016 Benchmarks, Budgets and Trends – North America).
The B2C content marketing a contrario has a very wide range of channels promotion. Their customers are accessible via numerous media. What are they ? Mainstream social networks are fundamental vectors, the press, posters, the brand’s website, etc. The most used social networks in btoc are Facebook (94%), Twitter (82%), YouTube (77%) , LinkedIn (76%), Google+ (72%), Instagram (62%) and Pinterest (61%), according to CMI (B2C Content Marketing – 2016 Benchmarks, Budgets and Trends – North America).
3. Product benefits to highlight
The arguments to be presented are not the same as those addressed to a professional or an individual. Explanations.
In content marketing BtoB, the client is more sensitive to performance and profitability criteria what your product or service should offer him. The message must highlight the concepts of value, service and trust. The professional audience is indeed seeking to make an investment. The latter must be able to generate profits for his employer: productivity gains, increased sales, lower costs, improved customer experience … To this end, B2B content marketing must present documented and documented evidence of effectiveness of products or services.
And in B2C, what arguments fly? Besides the tangible benefits of goods and services, individual consumers are more receptive to the dimension fun and entertainment. In addition, they are more influenced by promotional offers than professional customers.
4. The psychological levers to activate
B2B content marketing is based on rational and logical decision-making unlike BtoC content marketing. Why such a divergence of psychology?
Reason is the foundation of any B2B argument, even if there is something irrational about any purchasing process! However, because many players in B2B are involved in the purchasing decision, the process is more streamlined. You must be able to justify your choice to your hierarchy by listing your arguments. In B to B, 5 people are involved on average, but this can reach 20 and more.
On the other hand, the decision sphere is much simpler in B2C. The consumer can seek advice from family or friends, but most of the time, only a few people are involved. In search of the crush, the consumer is guided by the connection they feel with the business. Content marketing then triggers emotional controllers.
5. The language used in B2B and B2C content marketing
How does BtoB content marketing take a different tone from BtoC content marketing?
Highlighting your B2B expertise requires the use of industry jargon. Professional buyers who already have knowledge on the subject are looking for a more technical and direct language, without being reserved only for a small elite. Content should emphasize the objective benefits of products or services through the use of professional and factual vocabulary. You have to talk to their brains!
On the other hand, in B2C, content marketing seeks to popularize its message and charm the consumer. By playing on emotion, the tone aims to enchant the client. It is then a question of addressing his heart!
6. The level of expertise of the B2B or B2C target
B2b audiences often have a much higher level of mastery of the subject than individual buyers. What consequences?
Your content marketing BtoB is aimed at experts or at least to knowledgeable connoisseurs. As a result, the arguments and the information supports are different from a B2C campaign. Eager for facts, studies and technical details, professional buyers seek to have control of the sale. They want access to all of the content that they can use to argue with their managers and their teams.
The b2c content marketing is more for novices, although the advent of the Internet and more social media has allowed consumers to develop their expertise. However, individuals are generally less knowledgeable and less interested in being informed.
7. The longevity and intensity of the customer relationship
Due in particular to the size of the target market, B2B content marketing develops a close and long-term customer relationship, unlike B2C. Let’s see why.
The btob content marketing treaty in the time with its audience. Between professionals, you get to know each other well. The relationship is individualized. B2B buyers also often have a fundamental role in bringing new solutions to the market. It is thanks to feedback from the field that innovations are born.
Although the digital relationship between the individual consumer and a brand somewhat tempers the facts, in b2c, the intensity of the commercial relationship is different. The company manages more of a relationship with a large number of consumers. These follow the brand without seeking to develop close and personal exchanges with her.
Have you ever considered things from this angle? Tell us all about your perception!