The document compares and contrasts B2B and B2C content marketing. It finds that while there are some differences in content decisions and tactics used, the top-level approaches are largely similar between the two. Both see trends of easier to use technology and an audience that seeks self-serve information. Both also plan to increase content creation and budget. Specifically, the document notes that B2C marketers meet with their teams more frequently than B2B marketers to discuss progress, and that the most effective content marketers allocate more of their total budget to content.

1. B2B & B2C Content
Marketing
How They Compare

2. B2B & B2C Content Marketing:
Trends-
Content and media continue to advance
Technology use is broader, more available
and easier to use i.e. boomers can use
smartphones, tablets and computers
Advertising today is avoided and not trusted
People, regardless of age, location or
occupation feel pressure to do more in less
time
The audience is able and motivated to seek
self-serve product information in order to
make a timely decision
B2B and B2C
content
remains key to
reaching
prospects,
customers,
influencers
and the public
5 trends are
important to
B2B and B2C
marketers
Compiled by author from source: heidicohen.com

3. B2B & B2C Content Marketing:
Content Decisions-
46%
18% 18%
10%
8%
45%
30%
11%
9%
6%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Data & Stats Blog Posts Video Infographics Images
Content Used to Inform Purchase Decisions
B2B B2C
Compiled by author from source: smartinsights.com

4. B2B & B2C Content Marketing:
Spending-
More than half of B2B
marketers plan to increase
their content marketing
budget
Even 57% of those who are
least effective at content
marketing plan to increase
their budget
11%
3%
35%
51%
Spending Over the Next 12 Months:
Unsure Decrease Remain the Same Increase
Compiled by author from source: contentmarketinginstitute.com

5. B2B & B2C Content Marketing:
Top Level Content-
There doesn’t seem to be major
differences between B2B and B2C
marketers’ use of content at the top
level
Particularly, over 3/4 of each
group use content marketing
Both plan to increase their content
creation and investment
88% of B2B
marketers use
content
marketing
76% of B2C
marketers use
content
marketing
Compiled by author from source: heidicohen.com

6. B2B & B2C Content Marketing:
Meeting With Content Teams-
B2C
Marketers
Meet With
Their Content
Marketing
Teams more
Frequently
 How Often do They Meet With
Their Teams to Discuss the
Progress/Results of Their Content
Marketing Programs:
 48% said they meet daily or weekly
 (vs. 44% of B2B marketers)
Compiled by author from source: contentmarketinginstitute.com

7. B2B & B2C Content Marketing:
Content Priority-
Effectiveness is
greater among
teams that meet
more frequently
(61% of the most
effective B2B
marketers meet
daily or weekly)
Top Content Priority:
 Content optimization (38%)
 Content curation (22%)
 Content personalization (20%)
 Becoming stronger writers (19%)
 Other (3%)
 No priorities this year (2%)
Compiled by author from source: contentmarketinginstitute.com

8. B2B & B2C Content Marketing:
Strategies-
Think “better,” not “more”
Ask journalistic questions early
Figure out when to say no
Pick one problem to start
Tie content to business goals
Focus on user experience
B2C
marketers
use an
average of
12
content
marketing
tactics
B2B
marketers
use an
average of
13
content
marketing
tactics
Compiled by author from source: heidicohen.com

9. B2B & B2C Content Marketing:
Strategies-
The Top 3 Content
Tactics B2C
Marketers Use:
Social media
(90%)
Images/photos
(87%)
eNewsletters or
eMail (83%)
The Top 3 Content
Tactics B2B
Marketers Use:
Social media
(93%)
Case
studies (82%)
Blogs (81%)
Compiled by author from source: heidicohen.com

10. B2B & B2C Content Marketing:
Content Budget-
The Average Ratio of Total
Budget Allocated to Content
Marketing in 2015 Was 28%
There is a Link Between Success
and The Amount of Budget
Allocated
 The most effective B2B marketers
allocate 42%, on average (up from
37% 2015)
 The least effective allocate 15%
(down from 16% 2015)
 B2B marketers whose content
marketing maturity level is
sophisticated allocate the most
(46%)
Compiled by author from source: contentmarketinginstitute.com

11. Contact Us for the Full Presentation:
Mediacontact USA Inc.
13575 58TH Street North #160
Clearwater, Fl. 33760
T: 727 538 4112
E: contact@mcusa.co
www.mediacontactusa.com

12. Sources Cited:
 "2016 B2B Content Marketing Versus B2C Content Marketing - Heidi Cohen." Heidi
Cohen. N.p., 2015. Web. 26 July 2016. http://heidicohen.com/b2b-content-
marketing-versus-b2c-content-marketing/
 "How Do B2B and B2C Audiences Differ in Content Preference?" Smart Insights.
N.p., 2016. Web. 26 July 2016. http://www.smartinsights.com/content-
management/content-marketing-strategy/how-do-b2b-and-b2c-audiences-differ-
in-content-preference/
 "Discover 4 Key Differences Between B2C and B2B Marketers [New Research]."
Content Marketing Institute. N.p., 2015. Web. 26 July 2016.
http://contentmarketinginstitute.com/2015/10/B2C-content-marketing-research/

"What Effective B2B Content Marketing Looks Like [New Research]." Content
Marketing Institute. N.p., 2015. Web. 26 July 2016.
http://contentmarketinginstitute.com/wp-
content/uploads/2015/09/2016_B2B_Report_Final.pdf