Why B2B Content Marketing is Different than B2C

By John Sonnhalter, Rainmaker Journeyman, Sonnhalter

I think we’re all in agreement that Content Marketing is here to stay and is becoming a more integral part of overall marketing programs. Some of the reasons are that technology is broader, easier to use and more accessible. People are trying to do more in less time and are motivated to seek self-serve product information to reduce pre-purchase decisions.

Heidi Cohen recently wrote an excellent post on B2B vs. B2C Content Marketing: How They Differ that explains the differences. Here are some highlights:

The mistake most marketers make is not developing a content strategy, because the B-to-B objectives are going to be different from its B-to-C counterpart. That’s why you need a written plan. Make sure they include:

• Develop better content, not more
• Pick one problem to start
• Tie content to business goals
• Focus on the user experience

The top 3 tactics for B-to-B:

1. Social media
2. Case Studies
3. Blogs

The top 3 effective tactics for B-to-B:

1. In-person events
2. Webinars
3. Case Studies

The top 3 social media platforms for B-to-B:

1. LinkedIn
2. Twitter
3. Facebook

The top 3 content marketing goals for B-to-B:

1. Lead generation
2. Sales
3. Lead nurturing

The top 3 metrics to measure B-to-B metrics:

1. Sales lead quality
2. Sales
3. Higher conversation rates