B2B vs B2B : Content differences

B2b and B2C share broad similarities. Their respective strategies are defined according to a comparable process (analyze, segment, position, plan). Yet, because their audience's usage is inherently different, content marketing diverges from one to the other.

THE OBJECTIVES OF CONTENT MARKETING

BtoB content has the fundamental mission of building a brand image around your expertise. Your know-how and your skills are at the heart of your content. Your company is positioning itself as a leader in its market. As a result, you can generate leads, engagement, and ultimately sales. #expertise #testimonialsofexperts #trust

And in terms of B2C, is the expertise a negligible goal ? While not completely sweeping your strategy, other more important goals are to be prioritized. So, seek more to develop your notoriety in content marketing BtoC. 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 loyalty. It is more about emotional. #emotion #lovebrand

THE MEDIA TO BE USED BY TARGET Because the potential B2B market is limited in size, the communication tools to be mobilized are specific to the company's targets. The central question is where to find your prospects. To acquire qualified contacts, you need to position yourself on the channels they use by developing high impact professional media: 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). Content marketing B2C a contrario has a very wide range of promotional channels. Their customers are accessible via many media. What are they ? Consumer social networks are fundamental vectors, the press, the display, the site of the brand ... 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).

THE BENEFITS PRODUCT TO BE FORWARD The arguments to be presented are not the same as those addressed to a professional or an individual. BtoB: the customer is more sensitive to the performance and profitability criteria that your product or service must offer him. The message must highlight the notions of value, service and trust. The professional audience is looking for an investment. Usually it takes time. To this end, content B2B marketing must present documented and documented evidence of the effectiveness of products or services such as white-papers, business-cases, testimonials, podcast coaching, video tutorials. On Social Network, you would be using LinkedIn, Twitter with hot news of your company, internal figures of your companies, link to white-papers. B2C: what arguments fly for your audience ? In addition to the tangible benefits of goods and services, individual consumers are more receptive to pleasure and entertainment. In addition, they are more influenced by promotional offers and emotional contents.

PSYCHOLOGICAL LEVERS TO ACTIVATE

The reason is the foundation of any B2B argumentation, even if any purchase process involves a part of irrational! However, because in B2B many actors intervene in the decision of purchase, the process is more rationalized. You have to be able to justify your choice to your hierarchy by listing your arguments. In B to B, 5 people are involved on average

B2B: relies on rational and logical decision-making processes

B2C: The consumer may 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 he feels with the company. How much he/she feels associated to the brand values and image.

THE LANGUAGE EMPLOYED IN CONTENT

B2B: Highlighting its expertise requires the use of industry jargon. Content must emphasize the objective benefits of products or services through the use of professional and factual vocabulary. You have to talk to their brains!

B2C: the content marketing seeks to popularize its message and to charm the consumer. By playing on the emotion, the tone aims at the enchantment of the customer. It is then a question of addressing one's heart!

THE LONGEVITY AND INTENSITY OF THE CUSTOMER RELATIONSHIP - this element is still under review Due to the size of the target market in particular, content marketing B2B develops a close and long-term customer relationship, unlike B2C. Content marketing B2B deals with its audience over time. Between professionals, we get to know each other well. The relationship is individualized. B2C: They follow the brand without seeking to develop close and personal exchanges with it.

Thanks to Morgane Kerninon for help on this post.