Why have different strategies for B2C and B2B content marketing in India? The answer can be summed up in two words – The Audience.
The B2C and B2B audiences are worlds apart, and once you comprehend that, all your business communication, including content marketing, will change.
Audience
As you can infer, the audience for B2C and B2B content marketing in India is quite different.
B2C Audience
The B2C audience consists of the general public. This includes everyone and anyone. The audience can range from college students to working professionals to parents to kids.
B2B Audience
The B2B audience is much more specific, they are a business audience. They could be working professionals, business executives, or business owners.
Communication Need
Considering that your audience has two different backgrounds, you can, in turn, expect them to have different requirements from content marketing in India.
B2C Audience
Overall, the B2C audience is looking to be entertained. This is why comical content works so well with the audience.
Any content communication that is fun and entertaining is apt for a B2C audience.
However, your audience is also interested in information from product reviews to how-tos to news updates.
Content marketing by Maruti Suzuki
B2B Audience
The B2B audience is looking for serious communication. They want data and insights which can help them perform better at their jobs and increase their sales.
B2B content marketing by Spacebar
Language and Tone
The same language and tone cannot be used for both audiences.
B2C Audience
The B2C audience is distracted easily and has a short attention span. Hence, any content posted, whether on social media or a blog platform, must be informally written, allows for a quick read, and have a conversational tone.
B2B Audience
On the other hand, the B2B audience is a focused audience that is actively searching for industry insights. Your content needs to take an informative and authoritative tone. The language should be formal. For industry specific content, the language should include the right terms and jargon.
So, why should you have different strategies for B2C and B2B content marketing in India?
Ultimately, here’s the best way I can sum it up:
B2B organisations focus on leads by providing potential customers with educational resources and building relationships. On the other hand, B2C organisations, focus on making a sale. It is less about education and more about building an emotional relationship with consumers, to convince them to want and eventually purchase the products or services.
