With the volumes of information filling up the web today, reaching your customers is even more of a challenge.
For those business-to-consumer (B2C) brands, your target audience can be anywhere, and it will be your content marketing strategies that finally lead them to you and your products or services.
Yet, if you don’t have high-quality content to keep them interested, there’s little chance they will stick around or make a purchase. To help with this, consider the following essential tips for B2C content creation.
In this blog, you’ll learn how to:
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Understand The Difference Between B2C And B2B Content Marketing
Content marketing involves the planning, developing, and distributing of content to capture the attention of consumers. It helps attract those who want or need what a brand has to offer.
As such, your content marketing efforts seek to build brand awareness, generate leads, drive traffic to a website, increase interaction and engagement, and boost conversions.
How you tailor that content marketing strategy will depend on whether you are a business-to-consumer (B2C) or business-to-business (B2B) company or brand. The major difference between these two is the target audience.
B2C sells to consumers, while B2B sells to other businesses.
As a B2C business, you will need to create and distribute relevant content that targets your ideal customers. This content will seek to solve a problem, answer a question, or provide a solution.
In it, you are speaking to the consumer directly, and it is that consumer who will make the decision to purchase from you or not.
B2B content marketing, on the other hand, targets business groups and individuals in the decision-making chain for their company. These are not necessarily the final decision-makers, but those who offer up options to the ultimate decision-makers.
Identify The Target Audience For Your B2C Content Creation
It is essential to identify and understand your target audience at all times. Spend time learning who they are, what pain points they experience, and what motivates them.
With this information, you can create B2C buyer personas to guide you through the planning and creation of high-quality content meant to reach them specifically.
Before finalizing your content marketing strategy, get to know your target audience’s preferences and behaviors. These will help you fine-tune your strategy even more.
Once you know all about your target audience and ideal customer, you should be able to use customer segmentation practices to make your content even more relevant and valuable.
Develop A B2C Content Strategy
Before jumping in and creating your content, you need to design and develop a B2C content strategy.
By doing so, you will have a more cohesive structure to follow, melding your website, blog, social media posts, and emails into a flowing plan that gets results.
Steps to developing a content strategy for B2C businesses include:
Before getting into the details of your content strategy, first set the specific goals you want to achieve. To determine these, review your overall business goals and see how they can apply to your marketing efforts.
Your goals may be to attract new customers, increase brand loyalty, or boost brand awareness, for example.
Defining key performance indicators (KPIs)
A key performance indicator (KPI) is a metric that assists content creators in measuring their work and determining its success in meeting the goals of the business and marketing strategy.
Common KPIs, or metrics, include:
- Website traffic
- Content reach
- Conversion rates
- Social media engagement
Your KPI measurements will tell you how your content is performing and if you need to make adjustments.
Selecting content types
Once you know your target audience and their preferences, now it is time to determine what content types they will respond to most and what will adequately represent your brand. Determine which of these will be most beneficial to your audience:
- Web pages
- Landing pages
- Blog posts
- Photos and other images
- Informational guides
Researching and creating
Once these first three steps are completed, it’s time to create. Start by researching and developing topics. Do keyword research.
Also, try to stick with creating evergreen content, which will remain valuable and relevant longer. This type of content will continue to answer consumers’ questions and drive traffic to your website.
Create timelines, editorial calendars, brand guides, and whatever other content governance documentation you need to keep your strategy focused and of value to your customers.
Finally, take a look at how other B2C marketers are creating and sharing content to gain a sense of trends and benchmarks.
Leverage User-Generated Content
Find ways to leverage user-generated content (UGC) to create engaging and authentic content for your B2C business. UGC is original content created by your customers, usually without your prompting or knowledge.
In other words, customers are doing the talking and promoting for you. It can be composed of reviews, testimonials, videos, or images, all of which mention you or your product in some positive way.
You can also ask your customers to post images or videos featuring your brand’s products or other solutions to gain even more UGC content to use.
To leverage that user-generated content, reshare and promote it on your social media accounts, incorporate it into your marketing campaigns, share reviews, add testimonials to your website (with their permission, of course), and respond to UGC to show you are listening.
Utilize Storytelling Techniques
Utilize storytelling techniques to create emotional connections with B2C audiences and to craft a compelling brand narrative.
Storytelling is a method of connecting with people on an emotional level through the form of stories. Utilize this technique in your B2C content and your business will stand out and become more memorable in the minds of your customers.
Storytelling has the benefit of adding a human element to your brand and incorporating empathy, which can create a bond between you and your customers.
You can accomplish this by personalizing the solving of a customer pain point and including visuals that elicit an emotional response from your target audience.
An example of storytelling in marketing is Patagonia, sharing stories of their actual customers in the outdoors. Another brand utilizing storytelling techniques today is Dove.
Storytelling is an art form, however, and if you are feeling a bit challenged or anxious about your marketing team’s skills in this area, experienced writers are available to help.
At WriterAccess, you have access to several writers with skills in storytelling, providing you with a chance to connect with customers on a more personal, empathic level.
Incorporate Social Media
Incorporating social media into B2C content creation is essential, especially because your potential customers are already using social media daily.
To start, determine the best ways you can incorporate social media posts into your strategy. For example, create a post announcing each new blog you publish.
Your customers and followers will likely comment, like, or share, boosting the interaction with your brand.
Also, focus on creating engaging posts, with videos, images, or UGC, that followers will want to share with their own networks.
You’ll want to use your time wisely, however, when it comes to social media. You don’t need to be on every platform to be successful.
Here are the main tips for selecting the right social media platforms for your business.
- Determine where your customers are hanging out the most. Is it on Instagram, Facebook, or YouTube? Wherever they are is where your brand wants and needs to be.
- Research which platforms your competitors are currently using to successfully interact with consumers.
- Understand the differences between the social media platforms. This is important because you may want to share high-quality images as part of your marketing strategy. If so, Instagram or Pinterest may be the best platform to use, depending on the demographics of your target audience.
Once you know which platforms to use, it’s time to engage with your followers.
- Remain active to help build a stronger relationship with your target audience.
- Be responsive and share your brand’s personality in those responses.
- Add high-quality images that resonate with your followers.
- Request followers to provide reviews and feedback.
- Include a clear call to action in your posts.
- Share UGC and make a habit of recognizing fans.
- Partner with influencers or micro-influencers.
Engage Audiences With Interactive Content
To boost more direct engagement with your brand, add interactive content to your content creation strategy.
Interactive content allows your audience to engage with you in an active way, not just passively, as they read or comment. It requires their input, which gets them involved. As a result, they have a more personalized and immersive experience, which makes your brand memorable.
Interactive content includes content such as quizzes, polls, and surveys. While valuable for engaging audiences, you additionally benefit by collecting valuable insights that can tell you more about consumer preferences and behaviors.
Fortunately, it is easier than ever today to create interactive content for your audience.
Ion is a user-friendly platform you or your team can use to create your own quizzes, surveys, assessments, calculators, and more. You can also create interactive eBooks and infographics.
Find Ways To Use AI
Artificial intelligence continues to offer new opportunities for businesses. As for marketing, AI can already help with personalization, analytics, and process automation. Your team doesn’t have to jump all in just yet, however. Instead, you can find ways to use AI as a helper.
You may want to try using an AI writer to help you with your high volume of necessary content. While these might be beneficial, they are still new and have serious limitations.
Another option is to combine AI with skilled writers to create your content. This way, you get the best of both worlds while feeling confident that your content will be the right fit.
Wrap-up: Create The Right Content For Your B2C Audience
Your B2C content marketing strategy will make or break your success in reaching target audiences, growing your customer base, and boosting sales.
Taking the steps listed above to create content for your brand can make all the difference, but if you need help, we know where you can find it.
WriterAccess provides you with access to skilled writers who can create different types of content you need, whether that is for your website, blog, or social media.
Once you sign up for a free 14-day trial, you can gain experience with our AI tools as well, which can help you find the perfect writer for your content needs. Get started today!