When discussing content marketing, industry insiders tend to speak more to the experiences of B2C companies that are targeting consumers directly. They talk about things like how to get a branded entertainment video to go viral or how to reach consumers across different channels to increase the odds of a purchase decision — but these two considerations are not always relevant to people in B2B marketing.
A company trying to reach decision-makers at another company requires a different mindset and strategy. Seeing Jean Claude Van Damme perform his epic split on a set of Volvo trucks isn’t enough to persuade commercial truck buyers to choose the brand when compared to other variables such as pricing and warranties. Neither will making sure Volvo ads appear concurrently on the buyer’s smartphone, desktop web browser, TV, and trade magazine. That path to purchase is much more complex, often requiring a combination of the above tactics (and more)…
B2B vs. B2C: How Content Marketing Changes by Target Audience
