July 28


B2B vs. B2C content marketing: the 7 differences game

B2B content marketing differs from Botch content marketing. Why? The characteristics, needs, desires and uses vary according to the targets. The proof in 7 differences…

1. The Objectives Of Content Marketing Btob Vs Btoc

B2B content marketing differs from B2C content marketing in its primary objectives. At which level?

The fundamental mission of Bob content is to build a brand image around your expertise. Your know-how and skills are at the heart of your content. Your company is thus positioned as a leader in its market. As a result, you can generate leads, engagement, and ultimately sales.

And in terms of B2C, is expertise a negligible objective? Without being totally swept away from your strategy, other more important goals should be prioritized. So, seek more to develop your notoriety in Botch content marketing. In addition to this knowledge of your quartz buyers brand, you can aim to evangelize your target in order to shape an image by playing on brand identification and building loyalty.

2. The Media To Be Used According To The Target

The priority distribution channels for Bob content marketing are not the same as for Botch content marketing. But why?

Because the potential B2B market is small, the communication tools to be mobilized are specific to the company’s targets. Choosing these channels optimally is a real challenge for a company wishing to optimize its ROI – return on invest. How to proceed? 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 impactful professional supports: blog article, white paper, study, user guide … The most effective social media in btob are LinkedIn ( for 66%), Twitter (55%), YouTube (51%) and Slide share (41%), according to Content Marketing Institute (B2B Content Marketing – 2016 Benchmarks, Budgets and Trends – North America).

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B2C content marketing, on the other hand, has a very wide range of promotion channels. Their customers are accessible through many media. What are they? General public social networks are fundamental vectors, the press, display, the brand’s website… 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).

3. The Product Benefits To Show

The arguments to be presented are not the same whether one is addressing a professional or an individual. Explanations.

In B2B content marketing, the customer is more sensitive to the performance and profitability criteria that your product or service must offer him. The message must highlight the concepts of value, service and trust. The professional audience is indeed looking to make an investment. The latter must be able to generate benefits for his employer: productivity gains, increased sales, reduced costs, improved customer experience … To this end, B2B content marketing must present substantiated and documented evidence of the effectiveness of products or services.

And in B2C, which arguments hit the mark? In addition to the concrete benefits of goods and services, individual consumers are more receptive to the pleasure and entertainment dimension. In addition, they are more influenced by promotional offers than pro customers.

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4. The Psychological Levers To Activate

B2B content marketing is based on rational and logical decision-making processes, unlike BtoC content marketing. Why such a divergence in psychology?

Reason is the foundation of any B2B argument, even if any purchasing process has an element of irrationality! However, because in B2B many players intervene in the purchasing decision, the process is more streamlined. You must be able to justify your choice to your hierarchy by listing your arguments. In B to B, 5 people are involved on average, but this can reach 20 and more.

On the other hand, the decision-making sphere is much simpler in B2C. The consumer can 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. Content marketing then engages emotional levers.

5. The Language Used In B2b And B2c Content Marketing

How is BtoB content marketing taking a different tone from BtoC content marketing?

Highlighting your B2B expertise requires the use of industry jargon. Professional buyers who already have knowledge on the subject are looking for a more technical and direct language, without however being reserved only for a small elite. Content should emphasize the objective benefits of products or services through the use of professional and factual vocabulary. You have to talk to their brains!

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On the other hand, in B2C, content marketing seeks to popularize its message and to charm the consumer. By playing on emotion, the tone targets the customer’s delight. It is then a question of addressing one’s heart!

6. The Level Of Expertise Of The B2b Or B2c Target

B2b audiences often have a much higher level of mastery of the subject than private buyers. What consequences?

Your BtoB content marketing is aimed at experts or at least enlightened connoisseurs. As a result, the arguments and information media are different from a B2C campaign. Hungry for facts, studies and technical details, professional buyers seek to master the sale. They want to have access to all the content that will be used to argue with their managers and their teams.

B2c content marketing is aimed more at novices, although the advent of the internet and more social media has allowed consumers to develop their expertise. Nevertheless, the individual is generally less well informed and seeks to be less.

7. The Longevity And Intensity Of The Customer Relationship

Due to the size of the target market in particular, B2B content marketing develops a close and long-term customer relationship, unlike B2C. Let’s see why.
Btob content marketing deals with its audience over time. Between professionals, we get to know each other well. The relationship is individualized. B2B buyers also often have a fundamental role in bringing new solutions to market. It is thanks to the feedback of information from the field that innovations hatch.

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Although the digital relationship that is formed between the individual consumer and a brand moderates the facts a little, in b2c, the intensity of the commercial relationship is different. The company manages more of a relationship with a large number of consumers. They follow the brand without seeking to develop close and personal exchanges with it.


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