Content marketing is something PR professionals are seeing more and more on a daily basis. Content marketing is creating and sharing valuable and free images. The two types of content marketing are business to business (B2B) and business to consumer (B2C).
Strategically, the goals of B2C and B2B content marketing programs are similar. They both increase awareness, increase engagement and ultimately, drive action. However, how you approach and execute the two vary in a few areas:
B2B companies tend to target a narrow set of business influencers and decision makers, and content must be more highly targeted and specific.
B2C companies are looking at consumers. B2C content such as a viral video or funny Tumblr GIF can be a huge success for a consumer product.
Tools & Vehicles:
B2B companies tend to develop more white papers, research and seminars/webinars to establish thought leadership.
B2C companies utilize social media to promote products. They leverage Facebook the most to connect with consumers.
B2B companies often struggle to find content, as they may have fewer digital assets or marketing materials to pull from.
B2C companies tend to focus on and invest in their marketing engines. This gives them a steady stream of content sources and stories to share.
This guest blog post was written by PRowl staff member Kelly Dougherty.