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when it comes to B2B content marketing, you probably expect it to be a different affair from B2C, right? We just made a point that email marketing goes in two different direction depending on that. Surely, then, the same applies to content, right? Yes, in fact B2B content marketing is distinctly unique from B2C. Well, for the most part. Naturally, some things are universal constants when it comes to a marketing science, model or platform. But, just as you have a base science, once you go into technique and nuance, it’s shaped entirely by circumstance. How is B2B different, and what should you closely mind when you work with it? It’s not heavy stuff, let’s take a look. #1 – Choosing a Medium Content marketing does not relegate to a specific medium in its purest definition. In fact, you could even say email marketing is one of the mediums that falls under this moderately umbrella term. But, chances are, you’re using email marketing in any case as just an automatic. But, after that, there are a host of other things like blogs, social media publishing, engaging websites with gamification or enjoyable literature and of course, video. Which ones are right for B2B? Well, any of these can work for B2B, but the ones that don’t require special ingenuity to get them tuned for it are going to be social media and blogs. Business people probably won’t watch a video at work for fear of being chastised if nothing else. Same for anything gamified or leisurely in reading. #2 – Efficient SEO Ok, in SEO, there’s of course the tactic of using keyword research and logistics to target keywords that are popular due to laziness and ignorance. These include misspellings, sloppy word combinations, or even terms that are being used with the wrong meaning in searches. There’s no shame in responding to that strategically in B2C where even intelligent people tend to relax their propriety with language. With B2B, however, not only will any literature using these make you look less than credible, but it’s also going to be spinning your wheels. Anyone on the clock is going to search properly. #3 – Eyetracking … Really? Again? Yep, because with B2B, this matters in a different way. Business people are busy, and as a result, you want eye tracking to be less about leading them along a pretty path that pleases them and be more about directing them to hard data and cerebral appeals immediately and in a clean and organized order. How do you do this? It’s all in the text formatting, baby. Bold up and underline your topics, make the regular body easy on the eyes with matching background and foreground colors. Make the font simple but attractive. Include anchor navigation in a fixed header in bold print that can take them to the parts they want to know, not the parts you think they should know. B2B content marketing is pretty different in some very key areas. But as you can clearly see, the differences are very easy to remember and to understand. So, if you want to do content marketing – and why wouldn’t you – then make sure you think about if you’re B2B or B2C. If it’s the former, rather than the latter, then you need to take these factors into account from the start.



James Mello
James is the Lead Author & Editor Product2Market of Blog. James writes for the Product2Market blog to create a source for news and discussion about some of the issues, challenges, news, and ideas relating to Product Marketing.