5 Ways B2B Content Marketing is Different from B2C Content

Posted at Aug 16, 2022 4:30:00 PM by THAT Agency | Share

B2B content marketing is different from B2 for one simple reason: the customers are different. It sounds obvious – but shifts in strategy are anything but. Think of it like this: You see a candy bar, a shirt, or a pair of sneakers… they look appealing, and you buy! You research big-ticket items, of course, but as they say, people buy based on emotion and justify later with logic.

A B2B buyer operates on another plane. They are not driven by emotion or impulse. They are guided by practicality, cost savings, and the benefits your product/service will deliver. There is no room for emotion when they have to justify spending. Understanding – and planning for – the differences between B2B and B2C buyers will help you develop a winning strategy to target the customers that will help build your brand.

5 Ways B2B Content Market Differs From B2C Strategies

Because B2B customers are different (and have different goals and motivations), B2B content marketing must be specifically tailored to this audience. Start here:

  1. Customer Relationships

B2C relationships tend to be transactional. For example, they researched the best sneakers for trail running or a half-marathon. They found you. They bought. (Hopefully, they will buy again!) Your content will center around these initial benefits and how your company delivers (and will deliver again when they need their next pair of shoes!).

For B2B, however, not only is the price larger but so is the buying process. It encompasses many more steps, and more stakeholders are involved. Relationship-building is critical and multifaceted. In other words, you are in a marathon, not a sprint. You are going to have to focus more on nurturing and educating in order to convert. Your content must reflect this.

  1. Motivation 

We’ll continue with our sneaker/shoe metaphor – why not? With B2C, you tend to focus your content on emotions, desires, and even impulses. Think Nike. Their impactful ads beg us to buy, and many comply happily! That’s because they tell a story that resonates and hits us on an emotional level.

B2B buyers don’t care about emotions. They can’t justify spending with feelings. Rather, they want to be assured of our efficiency, practicality, expertise, and authority. They’re not looking to fulfill their personal needs but rather to address a business problem. B2B content marketing strategies must be focused on educating and informing, as well as differentiating your benefits in comparison to the competition. Fact- and numbers-based whitepapers, blogs, webinars, podcasts, infographics, ebooks, and other assets are highly useful to this end.

  1. Types of Content 

Make no mistake: consumers are the most educated and savvy in the history of commerce! B2C buyers want information. When they’re researching anything from shoes and protein powders to washing machines and lawn mowers, they are doing a deep investigation. However, they are also more likely to be swayed by those Nike stories we mentioned. They picture themselves pushing through that last mile, jumping just a little farther, achieving their personal best, and getting the greenest lawn on the block. 

B2B content needs to be heavily biased towards facts, stats, numbers, and data. They need proof that they can take it to their management team. That said, a little (and we mean a little emotion) can go a long way. For example, a compelling video or case study that explores how you solved a significant problem can help get your target B2B buyers on board with your brand. (Because they can, in turn, use that emotion to appeal to their customers!)

  1. Personas 

We’re going to go back to those running shoes. When you’re marketing to B2C customers, you can market to Marathon Mary, Run Every Other Day Ron, Weekend Warrior Joaquin, and Trail Running Tia. They’re diverse, but they basically want one solution to one problem: comfortable footwear for their activity. 

B2B is more niche. Buyers are typically in the market for a very specific solution to a highly specific problem. This will certainly inform your content efforts. What does your target audience need to know? How can you deliver information and education in a way that is most clear and impactful? 

You’re not casting as wide a net as a B2C – but you will catch bigger fish.

  1. Decision-Making 

Do you want to buy the shoes? You consult yourself and your bank account, taking household factors into consideration, and go for it. For B2B buyers, though, the decision is more multifaceted. There are more “voices” to which buyers need to listen. Their teams, their managers, their C-suite, etc. These stakeholders don’t care if an ad or a video hit them in the feels; they want the facts.

Content needs to both establish a relationship and deliver solid evidence and proof. Think case studies, figures, stats, results… They need something to bring to their ultimate decision-makers and say, “Here. This will work.”

Reaching B2B Customers

Reaching B2B customers requires a different approach, which starts with understanding how and why they make their decisions. We’ve given you the broad strokes, but for an effective, targeted content marketing strategy in West Palm Beach,  you need THAT.

THAT Agency specializes in B2B content marketing; we can deliver actionable insights and on-point strategies that elevate your initiatives and help you achieve your business-building goals. 


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Tags: Marketing Strategy

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