The Difference in Content Marketing for B2B vs. B2C

Your content is what introduces your company to a potential buyer. That first impression determines whether a prospect is going to move to the next step in the buying process or go somewhere else for a product or service you offer.

Because your content is so important in getting leads and converting those leads into customers, you need to be absolutely sure that your content speaks to the right audience. For B2Bs and B2Cs, the purchasing process is very different. The tone of your content and the information included in it should take into account which audience you’re targeting.

Factors that Lead to Differences in Messaging

The Sales Cycle

When it comes to B2B, there is no such thing as an impulse buy. This generally means that the sales cycle for a B2B is much longer than that of a B2C. Prospects will research a company and its competitors for a period of time before even reaching out to that company. If you’re a B2B, you need to constantly be updating your content and finding ways to stay top of mind.

For B2Cs, the sales cycle could be a matter of minutes. If that’s the case, you need to grab attention and grab it quickly. If your sales cycle is a bit longer, create content that will be remembered. Tell stories and make your content personable.

The Real Buyer

For B2Cs, individuals are making the decision to buy for their own personal needs. B2C buyers have similar motivations so you are able to create content to specifically cater to their needs.

For B2Bs, there are usually multiple people involved in the purchasing decision. This means that you need a variety of content that can speak to more than one person. Show many different benefits that your product or service can offer because each individual in the purchasing process has a different idea of what offers value.

Level of Risk

In both cases of B2B and B2C, buyers are taking risks. The perceived level of risk that a buyer might be taking can affect your messaging and tell you what your content needs to include.

B2C buyers are using their own money. They are individually responsible for making a purchasing decision. Because they are responsible for the money being spent and the risk involved with making a purchase, when the cost seems low compared to the value, impulse buys can occur.

For B2B buyers, they are using company money to make a purchase. A bad purchase could mean losing money for the company, hurting a company’s reputation and could lose a buyer his/her job. B2B buyers are representing more than just themselves when making a purchase.

The more risk buyers perceive with the purchase, the more information you need to provide. For low-cost purchases for B2C consumers, think about how you can create instant gratification. For high-cost purchases, give buyers enough information that they can trust they are making the right decision.


There are many factors that make up the differences in B2B and B2C purchasing decisions and you should consider these when creating content. Put yourself in your buyer’s shoes and think what message would convince you to buy.

Want to learn more about content marketing? Check out our e-book Essentials of Content Marketing.


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Christy Laubach is an inbound and content marketer at Greenroom Interactive. A graduate of Babson College, she has a degree in Business Management and has worked with companies such as Constant Contact and WGBH. Marketer by day, trivia host by night, Christy was once voted most likely to spontaneously combust from enthusiasm.

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