Just For B2B Marketers: We generally know why B2B marketers blog. We also know that B2B and B2C content marketing tactics and results are different. I often want to know information that applies just to B2B blogging–without B2C data. And I want data just about blogging–without , data about content marketing in general.
You may heard that white papers are out of style, like pet rocks and the three-martini lunch. In this age of creating endless reams of content, long-form writing has taken a hit. And you don’t get much more long-form than white papers. You might be asking yourself, “Are white papers worth my time?”
Are B2C and B2B content like apples-to-apples…Or apples-to-oranges?
The picture above gives a pretty clear picture of my point-of-view: B2C and B2B content are like apples-to-oranges. But in actuality, it’s not really one or the other.
To mix metaphors, they are two different animals, although related—perhaps like wolves and dogs. They share a common canine ancestor, but it’s important to know the difference if one comes sniffing around your backyard! It’s equally important for content marketers to understand how B2B and B2C content differ so that they can use a strategy that works for their audience.
When you create messaging and programs, who are you writing for? Do you really know your ideal customer–or are they nameless, faceless statistics? Do you have a buyer persona template to work from?
If all you know about your customer is dry demographic data–their age, gender, income, and title–there’s no personal connection. You may stereotype them, or simply guess what their problems are. Worst of all, you can fail to engage them in a way that leads them to your unique products and services.
It occurred to me that writing B2B blog articles is not so different than business writing in general. I went online and searched for “better business writing” to compare my professional blog writing advice with experts focusing on business writing. Sure enough, most of the same tips apply.