Everyone can benefit from an effective content marketing strategy, but unless your audience is everyone, you may want to tailor your strategy to meet your audience's needs. Not all companies are created equally — some market to other companies, while other market exclusively to citizen consumers. Let's take a look at some of the ways B2Bs and B2Cs use content marketing.
Most Effective Content Marketing Strategies
While both industries rated email marketing as the most effective marketing strategy, neither have effective processes in place to evaluate the quality of their leads, so what is and isn't effective may not be accurate. However, blog content proves to generate more leads for both B2Bs and B2Cs than those without a blog — yet for B2Bs, content creation is rated the most difficult tactic to execute.
When it comes to social media, 90% of B2Cs use Facebook to distribute content, though they admit that social media is the most difficult to execute. For B2Bs, it's no surprise that LinkedIn is used the most.
The Other Side of Content Marketing
While marketers in both industries may consider the grass to be greener on the other side, they can take comfort knowing that neither types of marketers have figured out the nuance of content marketing. Both have yet to understand how to evaluate their leads and each struggle with different components of their strategy. Experimentation is key and knowing your audience is key.
B2Cs often have to pinpoint their targeted audience from a sea of many, while B2Bs have to identify the niche audience to which they appeal to be most effective. Creating content that is both relevant and compelling can win hearts and minds, but isn't easy.
As we explore more about the ways that the enterprise use content marketing, it's important to keep in mind that different strategies will work differently for different companies. Yet, it's just as important to pay attention to what others are doing and learn from their mistakes and successes.
- Why Agile As We Know It Will Disappear
- SWAM: When LinkedIn Locks Down Social Networking
- The Metamorphosis of the Social Enterprise
- Intranet Search: Where Documents Go to Die or KM Enabler?
- Pivotal Revs Its Big Data Play, But There's a Better Story
- Just How Badly Does Microsoft Want Your OneDrive Biz?
- Salesforce ExactTarget Marketing Cloud Gets Personal with Apps