Is your business or organization receiving quality return on investment from your content marketing?
If not, it may help to stand back and examine how different audiences connect with, and consume that content.
Content marketing 101
Content for marketing includes all information – images, text, videos, and even events – that you give your audience to use, consume, or experience. In general, content should be posted on a regular basis, and should be engaging, while soliciting an action or reaction from your audience.
For B2B content marketers, audiences are smaller, and typically include current and potential clients, along with networking connections. B2C audiences include a larger scope of potential customers. That fact alone drives differences in the way B2B audiences vs. B2C audiences utilize and react to content.
Effective business-to-consumer (B2C) content marketing is all about getting personal with a larger audience, in a shorter timeframe. Brand recognition should be a core focus. Consumer audiences are attracted to brands they recognize, so exposure on various platforms should be a priority.
Messaging for B2C content marketing should also be in a conversational tone, with quick messaging. This is in sharp contrast to B2B content marketing, where a more professional tone including industry jargon, facts, and longer-form content is often more appropriate.
B2C purchasers are often making quick decisions as an individual or family, while B2B purchasers include several stake-holding decision makers. B2B purchasers also expect products and services to add value for a longer period, and hopefully establish a long-lasting relationship with their service or product provider.
Another thing to keep in mind is that in the B2C market, consumers are bombarded with information 24/7. If you have the buyer’s attention, you must fight to keep them coming back for more. A great tool to gain insights for maintaining the audience you already have is