B2B vs B2C: are they really that different?
We surveyed over 750 B2B and B2C marketers on several areas of content marketing (the editorial process, competitive insight, SEO skills, targeted content, etc.), and found pretty interesting results for both B2B and B2C types.
Download our research, which includes detailed stats and commentary from content marketing heavy-hitters Joe Pulizzi, Jason Miller, Carla Johnson, Larry Kim, Ann Handley, Lee Odden, Jason Miller, and more.
Read on to find out the areas in which B2B and B2C marketers differ, share, or need to improve:
1. B2C marketers feel less effective in SEO
When both B2B and B2C marketers were asked to rate themselves in different SEO areas (keyword research, unique content, HTML tags, meta tagging, and URL structure), 62% of B2B marketers rated themselves “excellent” or “good” compared to 57% of B2C marketers.
2. Both B2C and B2B marketers use blogs and videos above any other medium
Though B2B content marketers use a variety of content types from presentations to webinars to whitepapers to e-books (like this one!), both B2B and B2C marketers use videos and blogs the most. B2C marketers, in particular, focus on videos and blogs 3x more than any other content type.
3. B2B marketers are better at targeting their audience
How do you expect your content to resonate with your audience, if you don’t write for your audience?
“Mature marketing programs create and share content with an audience-centric point of view.”
-Ann Handley, Chief Content Officer at MarketingProfs
Compared to only 21% of B2C marketers, 28% of B2B marketers segment and target their audience with both personas and buyer’s journeys. On top of that, 45% of B2C marketers do not do any sort of audience segmentation (neither personas nor journeys).
4. B2B marketers feel stronger in mobile optimization and website speed
When asked how strongly (excellent, good, fair, poorly) participants felt in their website infrastructure skills, B2B marketers overtook their B2C counterparts by almost 10% in both categories.
For website speed, 64% of B2B marketers rated their skills excellent and good; for mobile optimization, 65% of B2B marketers rated their skills excellent and good.
5. 25% of both B2C and B2B marketers don’t check their competition at all
This problem is across the board for both B2C and B2B marketers: only 25% of B2C and B2B marketers gather insight on their competitors.
“If you’re not doing any type of competitive analysis, it’s likely that your content marketing strategy isn’t as great as it could be.”
-Larry Kim, CEO of Wordstream
Especially if your competitors have a stronger, more effective content marketing strategy, it would be well worth it to figure out exactly what they’re doing.
B2B vs B2C: Same Same But Different
While B2B content marketers seems to be moving ahead of their B2C counterparts, it’s clear that all content marketers of both business types need help in getting their content found.
While traditionally, B2B and B2C have their differences (B2B typically has longer buying cycles and a smaller net of prospects), the buyers are changing for both business types: B2B or B2C, customers aren’t coming to us anymore — we need to meet them where they are.