Business to consumer - B2C

When your company is using content marketing to reach out to consumers, you are engaged in business to consumer, also know as B2C content marketing.

There is a difference between content that is for consumers as compared to content for business to business (B2B) marketing.

With all content marketing the key is to break down the boundaries between brand and buyer. You want to provide content that will reach out to your target audience and engage them with your brand.

Consumers are all individuals. Each individual has their own needs and wants. They will all be looking for content that addresses their needs and wants. There is no point in writing content for the B2C market that looks at what you want rather than what your audience wants.

So, the answer is to get specific. Address a specific topic per page and make it easy for your audience to find more via navigation rather than putting everything onto the one page. If your provide a page per topic then you will get better search rankings and you will be able to optimise for particular categories.

The content in this series looks at content marketing, and that is then classified as a category itself. It is designed to engage with an audience that has an interest in content marketing.

If you are writing about travel, organise your topics into a travel category followed by sub-categories that look at specific aspects of travel, finally channel down into a specific resort, destination or travel experience and provide your audience with details on what they might find there such as price, quality, family options, etc. Link all of these back to your main travel category and contact page and you provide a content gateway where people can find out about the specific things that they are interested in, whilst still being able to contact your site and purchase immediately.

Content marketing for the B2C, Business to consumer market is all about providing what your audience wants, when they want it.