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Content Marketing B2B vs B2C

Content Marketing strategies should be curated depending on the objectives of the business, its product and/or service. 

B2B content marketing should be more focused on long-form content, LinkedIn and account-based strategies. A sizable portion of the B2B content strategy should also be dedicated towards the development of a niche audience.

B2C content marketing is more focused towards short-form content for social media platforms that are customer-centric, mobile-friendly, and interactive.

The different content marketing channels

Organic Traffic (SEO)

It all starts with a search query. Everything published on the internet is indexed by search engines and that includes written, audio, and video content. By optimizing the keywords used in online searches, exposure and traffic is organically generated. This exposure leads potential customers to your business and the products/services that you have to offer. Generating organic traffic through SEO (Search Engine Optimization) is as much an art as it is a precise science. 

Paid Search Traffic (SEM)

Paid Search Ads, as a form of pay-per-click advertising (PPC Ads), appear on the top of SERPs (Search Engine Results Pages). It is usually at the top of the search results and gives the businesses incredible exposure. Search Engine Marketing(SEM) with paid ads by crafting attractive landing pages, with the help of click worthy titles and creative ad copy generates traffic and leads it towards the business. Paid Search Ads also help collect data on customer behaviour and understand the customer journey.

Email Marketing

Email marketing is a key component of creating one-on-one communication channels with customers. Distributing newsletters, content that gets the business’s unique message across to customers directly into their inboxes cuts through the clamour of the internet and creates a personal connection. By dividing the email recipients into different account types depending on their customer history, behaviour, and intent, the content can be precisely distributed. This precision ensures that your business’s message is received by the right people at the right time and in the form that they will be responsive towards.

Social Media Marketing

Social Media Marketing is a vital part of distribution and reaches the widest possible audience. The world is your oyster, when it comes to social media, because there are so many different channels. Each with its unique personality of sorts, target audience, content format, and tone. A strong social media strategy uses specifically designed content to target potential and existing customers across the different channels. Whether it is Facebook, Twitter, Instagram, LinkedIn or other social media, content needs to be custom made for that channel to attract and engage. Social media is also fertile ground for research and data collection, engagement can be measured in real time which can be analysed for actionable insights.

Display Advertising

Display Ads help businesses stay visible and ahead of competitors fighting for customers’ attention. They ensure that once a customer has been introduced to your product/service it remains clear in their minds. Display ads appear across different social media platforms, apps, and websites, creating and maintaining communications. The content format for display ads can be images, text, or a hybrid of the two crafted to boost engagement.

Mobile Marketing

Mobile marketing requires that the content is optimized for impact and interaction. That means it needs to be more visually appealing and light on text. Mobile marketing helps integrate all the channels of content distribution including the social media feeds. These channels can then be used simultaneously to promote, engage, and interact with customers.

Quality vs Quantity Content

Every piece of content, in whichever format it might be in, is intended to form a connection with the reader, listener, or viewer. The volume of content is not the metric by which one can calculate engagement. However, content needs to scale to generate traffic and conversions. Content marketing is the fine balance and understanding of the difference between what is needed and what is surplus. A strong content marketing strategy ensures that internal data benchmarks of conversions, traffic, customer engagement are met while adding value to the user’s experience.

The Process of Creating a Content Marketing Strategy

1. Identification of the short and long term goals.
   The goals might vary from increase in customer subscriptions to social media engagement. The goals need to be identified and a timeline assigned to each to analyse success effectively.
2. Understanding the customer persona towards whom the content is targeted. Also, analysing the different channels that can be used to distribute content to that audience. By understanding the customer persona, you can decide whether they are more receptive towards short-form or long-form content. Video, audio, or text. Interactive videos or infographics.
3. Establishing content standards for each platform to ensure consistency in the tone and language across the channels. 
4. Data collection across the different channels to calculate the performance, identify mistakes, and increase conversion.
5. Data analysis to enhance customer experience, identify and implement actionable insights.