B2B Vs B2C Content

Posted by Netmatters
10th August 2015

Is there a difference in content consumption?

With B2B and B2C content the end goal is vaguely similar, with both pursuing the same goal; that being connecting brands with customers in unique ways. That’s about as far as the similarities go, and the way that both achieve each this goal is exponentially different. Both wish to engage with their customers with stories, messages and more however the nature of the messages, and indeed all the other channels involved are different in most ways.

Basically, the thought processes and how marketers appeal to consumers and to businesses are fundamentally different at their core. With businesses you can rely on a huge knowledge bank, and overall you can become an expert within your sector simply by being a source of primary, high quality content. As a business if you give insights into how you run your business well then it will create a sense of trust within the sector, trusted businesses always win whether they are trusted by consumers or by other businesses. In business you should try and be the leader of your market.

For a business the hardest part will not be creating the content, instead it will be getting people to see, and read that content. For a long time now gaining an audience for your posts has been difficult, however with time this is getting easier and easier. Nowadays social media represents a good platform to share your content to, now with sponsored posts on most mediums. Also social networks allow those who would not be interested in the content to never even see it. The great thing is that social networks allow those who are interested to see that content easily, allowing the traffic from social media to be more relevant due to its targeted nature.

For consumer markets being a leader won’t win you any awards, and it’s more so about simply focusing on things that consumers find interesting. These things may not always be related directly to what your business does, but by gaining a lot of exposure you still gain brand recognition and trust. With a consumer campaign your focus should be getting on the right side of the people you want to sell your products to.

If you want to be popular with your consumers then you need to appeal to them emotionally. This can be difficult, depending on the product or services you offer, but it can always be done no matter what your focus is. One thing to note is that you should always appeal to the right audience, as some products are inappropriate for certain age groups etc. entertaining your customers will be effective for a marketing campaign also, it makes your brand more human.

Value and feelings

For consumers value plays a huge role in whether they purchase a product, as is feelings towards that product or brand. If you have a value for money product that has a comedic, emotionally driven campaign then you can count on the consumer market purchasing your product like wildfire, but what about businesses?

Businesses still care about value, but no-where near as much as consumers. As long as a business can make back the money they spend with the product. Also with a business there is simply no emotion in the decision to buy. With businesses everything is thought about long, hard and logically. A business does not care about whether your campaign hits emotional notes, they simply care about the facts and how your product is going to benefit them on a whole.

Content Personalisation

Personalisation within content is one of the most used techniques within marketing, and it is widely accepted that personalised content is much better at reaching out to both businesses and consumers. Both consumer and business content enjoys the use of personalisation but in very different ways, with consumers personalisation is mainly cookie based, and also takes note of GPS position, age and sex. This information gets taken, then relevant content based on your cookies and locations get displayed to you as adverts.

With businesses it is different, personalisation is not towards a particular person, but instead gets focused on the entire organisation. This makes it slightly different in the way it works; there is no GPS personalisation and with the personalisation being organisation based the personalisation becomes account based. Companies can take note of the IP’s of the businesses they want to target and they then bid on this IP to display adverts to them, which range from videos to social adverts to mobile ads. The content is usually always branded.

Overall the way that these two different target audiences get marketed to is different, but the goal is the same. Both have to deliver their product to their respective target, and also have to represent value and worth. They differ mainly in the frame of time that has to be delivered, and in the way they deliver their marketing however ultimately they both do the same thing with their content.

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