Are B2B and B2C content like apples-to-apples…Or apples-to-oranges?
The picture above gives a pretty clear picture of my point-of-view: B2B and B2C 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?
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 blogs 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.
LinkedIn is an unbeatable platform for publishing B2B content.
LinkedIn is prime content real estate for B2B Marketers. There are many reasons why business make it a major part of their social media strategies, including:
Thought Leadership: LinkedIn is one of the best spaces for publishing long-form content that builds credibility and the perception of expertise among B2B professionals.
Engagement Opportunities: The platform offers numerous ways to build engagement with leads, customers, and peers through posts, comments, groups, articles, and more.
SEO: Google search engines crawl every post on LinkedIn, supporting your SEO efforts.
What’s missing from that the list above? LinkedIn’s hashtag functionality. Unlike consumer-oriented social platforms, LinkedIn’s professional base provides extensive opportunities to leverage hashtags as a B2B marketing tool.
Writing blog articles doesn’t always go the way you want it to. Sometimes the right topic is isive. Other times you’re off to a good start but get blocked in the middle. There are also days you’re in the groove, but hours later realize that you’ve wandered off course and need to start all over again. If you’re having a hard time concentrating (which happens to a lot of use these days), writing can feel like swimming in a sea of molasses.