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.
Sourcing Content:
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.
1 comment:
You bet content is kind of a big deal! As a franchise PR agency, we use content for many reasons, one reasons is that people like it! It's effective.
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