I received a good question from a Market Motive student in the member’s only forum the other day regarding B2B and B2C content marketing tactics.
The student learned through her fundamentals course that effective B2B marketers use 13 different tactics (white paper, case study, research report, etc.) on average while B2C marketers utilize 12.
Her question: If a company sells B2B, but still needs to have a B2C presence and interaction level to get people to ask about products distributed through B2B partners, does that mean her team will have to juggle 25 different tactics? She also wondered if there would be some overlap to cut this number down if there are just a few messaging tweaks per tactic.
Is the student correct?
First, she must figure out the number of market segments she needs to target before mapping the number of tactics needed to reach each one.
The latest research from the Content Marketing Institute, which was just released, has found that B2B marketers target an average of four audiences, while B2C marketers also target an average of four audiences. So, if her company targets both B2B and B2C audiences, then she might have a total of eight market segments.
According to Google the customer journey to online purchase has grown more complex. Before making an online purchase decision, a customer may engage with a brand through many different media channels over several days. For simplicity’s sake, let’s say there are four stages in this process: awareness, consideration, intent, and decision.
She will probably need to create content for each of these stages.
Let’s do the math: If she has eight target audiences and each one goes through the four stages of the buying process, this means she probably needs 24 different types of content. For a B2B audience, this might take the form of a white paper, case study, research report, and an eBook. For a B2C audience, this might take the form of illustrations/photos, social media content, articles on her website, and mobile apps.
However, it’s also possible to serve both B2B and B2C audiences using in-person events, webinars/webcasts, videos, and blogs.
Nevertheless, she will want different content for each segment and each stage of the buying process. So, on average, B2B marketers use 13 tactics and B2C marketers use 12. Since very few of us are “average” marketers, she will need to adjust the number of tactics she uses accordingly.
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