8 Content Strategy Building Steps For Content Marketing

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If you're an entrepreneur, business owner, or content creator who wants to elevate and retarget their content marketing strategy. Then this blog is for you. 

Have you ever wondered what the difference between B2B and B2C content marketing is and how it affects your content strategy? Is your business a B2B, B2C, or both? Your answer will determine what your content marketing and your content strategy should look like. By the end of this blog, you'll clearly understand the differences and why you need to tailor your content. 

In addition, you'll learn what to include in your content strategy, depending on whether you are a B2B or B2C business. If this all sounds good to you, keep reading. 

We'll start by diving into the main differences between B2B and B2C marketing. 

What is B2B marketing? 

B2B marketing means business-to-business marketing. The products and services of the particular business are marketed to other businesses. For example, Salesforce boosts the productivity of other businesses, so their target customer is other businesses. Or you might be a coach that directly coaches other business owners in B2B marketing. The sales process is often longer than B2C, and you deal with rationally driven buyers. 

What is B2C marketing? 

B2C marketing or business-to-customer marketing is very different. The final sale is direct to the customer. It's an emotionally driven purchase where a customer seeks goods or services to meet an immediate need. The B2C sales cycle is shorter. For example, buying a new phone. You research phones, compare prices, and make purchases. 

Users typically complete their purchase within the first few hours or days of becoming aware of a product or service. Some businesses can be both B2B and B2C. For example, Amazon- the world's largest retailer, is a great example of a B2C; however, it also has a B2B business. 

So now, let's dig a little deeper and look at the core differences between B2B and B2C content marketing. Having an in-depth understanding of these eight core differences can have a substantial impact on your content marketing success:

1. Intent

B2B brands focus on thought leadership. They use content to build brand authority and establish thought leadership. The decisions are cold hard, and logical based on who can accommodate their needs and who they trust. Brands that are doing it right focus on answering questions and producing valuable content for their audience rather than just pushing content for the sake of it. 

75% of global business executives say they search for business content to research ideas. Creating content to build your authority is essential to put yourself ahead of the competition. If potential customer recognizes your brand name and acknowledges your authority, they move through the buying process much more quickly. They skip the research stage moving directly from need recognition to comparing options. Making it a much quicker road to a decision. The right content marketing puts your business at the top of the list. 

B2Cs focus on emotion. Yes, thought leadership can play a role in the marketing mix, but if you think about it, did you decide to buy a new pair of Nike running shoes instead of Adidas because you think Nike has better industry knowledge? Probably not. B2C buyers have different motivations and emotional drives. These customers tend to purchase with their hearts, not their heads. It's an emotional response. When they feel that they can trust you when the buying process feels natural and reassuring, they believe buying will feel good, so they do it. 

2. Audience targeting and personas

Both B2B and B2C businesses need to consider their target audience when crafting their content marketing campaigns. B2Bs use a small set of personas. In B2B marketing, you're usually focused on a small set of personas that all value the same thing, like trends data and ROI. It's not to say you shouldn't appeal to emotions or include storytelling. You just need to back it up with some data. B2C uses many different personas. In B2C content marketing, your audience targeting and your buyer personas are more complex. You need to segment your content to appeal to each buyer persona and then create content that speaks to them and their emotions. This can be done by telling stories that are relatable and relevant. 

3. Branding and messaging

B2Bs focus on relationships, while branding is essential in the B2B marketing world; what's more important is how you position your brand and relationship building. The B2B marketing message is based on value, service, and trust. To drive brand recognition, a B2B business must have a clear vision, consistency of presentation, and reliable delivery of products or services. 

In contrast, in B2C content marketing, you need to prioritize your message. B2C content marketing is about branding and creating a customer connection quickly. The priority is to connect emotionally with the customer to motivate them to buy. B2C brands need to make a quality experience for their customer to have a chance at creating loyalty. For example, if you have a bad online shopping experience with one retailer, the next time you'll choose someone else to purchase from, there are usually no second chances. 

4. Channel

Deciding which channels to use to market your products or services will depend on whether you are a B2B or B2C. B2Bs have limited channel opportunities. A B2B brand needs to carefully consider where its audience is to make the best use of its advertising spend. LinkedIn ads give businesses a way to get their messages in front of highly targeted business buyers. HubSpot and Linkedin have created a guide to help businesses create ad campaigns that convert. 

On the other hand, B2Cs have unlimited channel opportunities to reach potential customers. Advertising and native content on social media networks, popular websites, and geotargeting apps will all reach your target audience. The challenge is to narrow it down to which channels your audience favors and focus on that. 

5. Format

The format of the content that needs to be created really does differ between B2B and B2C businesses B2Bs create content that educates. It's no surprise that B2B buyers prefer useful and relevant content; 70% of B2B buyers first source content through a brand's website. 67% via an internet search, 53% via social media, 47% via publications, 41% via email, and 33% through word-of-mouth. 

The takeaway here is to focus on providing information on your website that addresses all stages of the buying journey. The content should include white papers, infographics, blogs, and videos. B2Cs uses planned and real-time marketing. B2C brands will more likely appeal to their target audiences through user-generated social media content and real-time marketing. This is the type of marketing where your business reacts instead of planning or strategizing for months. 

6. Content strategy

B2B businesses need to think about data and ROIs. What matters to buyers is the numbers and tangible figures you can provide. You can provide your content should answer the what, why, and how of your business processes. What wins in a business environment is hard data, not emotions, but don't forget that storytelling is also beneficial, especially if it's backed up by testimonials, facts, and numbers that demonstrate ROI. When you're developing your content marketing strategy, consider including data in your website content on your blog and in your social media. For B2Cs, think storytelling in a B2C environment; you are appealing strongly to your buyer's emotions. Consider how you can address your audience's wants and needs in your content marketing. Think about how you can create that for your customers. 

7. Customer relationships

For B2B to establish one-on-one relationships, the road to establishing trust in the B2B buying process is not getting any shorter. Businesses need to focus on building personal relationships that drive long-term business. A top priority for B2B businesses is generating leads as well as repeat business and referrals. To do that, you need to develop honest and meaningful relationships with your customers. On the other hand, B2C businesses build transactional relationships. It's all about getting to the end result. The sale! The content marketing strategy focuses on selling the product, But this doesn't mean you don't have a relationship with your customer; it's just less personal. 

8. Decision-making process

B2B has a lengthy process. B2B businesses rely on a small group of decision-makers, often it's a specific individual. Your content needs to be in front of the right individual who has the power to decide whether to do business with you or not. The sales process is often long, and they'll conduct significant research before purchasing. In the B2B decision-making process, the stakes are high. 

In contrast, the B2C marketing process is quick. In marketing to B2C customers, you often have one chance to catch their attention. Then, depending on the cost of the purchase after the research phase, they move quickly to buying.

Hope you've cleared up some of the main differences between B2B and B2C content marketing. Also got to know how valuable it is to narrow down and target people who are most likely to buy from you. 

While some of the processes and methods used to market to B2B and B2C are different, there's also some overlap, so don't be afraid to experiment and try new marketing styles to generate more leads and sales to grow your business as much as possible.

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