By Michele Linn published February 26, 2013 Est Read Time: 1 min

B2C vs. B2B Content Marketing: 3 Experts in The Big Debate [Video]

When it comes to content marketing, are B2B and B2C really all that different? In many ways, the key principle is the same: You need to create useful and engaging content with the reader in mind. 

I’ll admit: I’m a B2B gal, and I’ve always considered B2B content marketing to be more complex because there can be so many people involved in purchasing decisions, and the sales cycles can be quite long — sometimes requiring extensive lead nurturing programs. And, don’t forget the interactions that marketing and sales need to have.

But, as I had the pleasure of sitting in on this roundtable conversation with Craig Waller, Robert Rose and Michael Weiss, I realized how insanely complex B2C also is, because of the sheer number of people you need to get to “sing from the same page.”

That said, this is a great discussion about content marketing for anyone in B2B or B2C. In it, you’ll hear what the biggest differences are between B2B and B2C marketers based on the content marketing benchmarks, budgets and trends research. You’ll also get perspective on why print is so important for B2C.

Content Marketing B2C Roundtable Discussion from Content Marketing Institute on Vimeo.

I would love for you to weigh in: What do you think are the biggest differences between B2B and B2C content marketing? And, more importantly, in what scenarios is it important for us to understand their nuances?

Hear more insight on B2C content marketing from thought leaders like these at Content Marketing World 2013. Register now, so you don’t miss out!

Author: Michele Linn

Michele Linn is the co-founder and chief strategy officer of Mantis Research, a consultancy focused on helping brands create and amplify original research they can use in their marketing. Before starting Mantis, Michele was head of editorial at Content Marketing Institute, where she led the company's strategic editorial direction, co-developed its annual research studies, wrote hundreds of articles, spoke at industry events and was instrumental in building the platform to 200,000 subscribers. In 2015, she was named one of Folio's Top Women in Media (Corporate Visionary). You can follow her on Twitter at @michelelinn.

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