Customers are market-makers, they reshape and change businesses and the way they compete with one another. How successful a business is, will depend on how effective and fast it will respond to its customers’ needs. It is also important to attract them and make them choose you by creating actionable, useful and original content. According recent reports, 93% of the most successful B2B organizations focus on content marketing. However, it takes lots of effort and depends on aims and who your customers are.
B2B and B2C differences
B2B content has to be seen and distinguished as a leading resource for professionals. It has to be directly connected with the product or service and show the competence of the firm as the cycle of purchase involves more stages to the end consumer than in B2C. The main difference would be that B2C content should be more driven to achieve brand awareness and focused on emotional impact. Therefore, the faster and more effectively customers’ needs are satisfied, the more successful the business will be.
Usually, customers already know what they want, so the purchase would be less impulsive. Whereas B2B content would be focused on satisfying the purchase size, transaction and reaching all stakeholders, thus, making the content more descriptive.
Businesses like this are usually located relatively close to each other as it helps lowering transportation costs and make communication and distribution easier. Organizations now target Asia more than America and Western Europe to manage their production. For example, Apple designs its products in America but assembles it in China because of its cheap labour and ﬂexible land use. However, it requires high involvement to control this complexity.
Let's not forget about Social Media
According to Sprout Social, 74% of buyers are influenced by social media during their purchase. However, it is more important to stay focused on a few social media outlet rather than investing in all social media platforms without a strategy.
With 97% of use, Linkedin is considered to be the most focused social media by B2B. However, there are some firms that choose different strategies. Cisco is an example of a company that invested money mainly on the YouTube channel and is focused their efforts on this platform. As a result, they have 226m subscribers with sometimes getting even 1.5 million views.
As the web world keeps evolving, so does the content of businesses. Hence, marketers have to try going with this flow by generating original strategies. And remember, there is no point in wasting a euro on advertisement if there is no clear vision and strategy.