Corporate Eye

B2B Content Marketing vs. B2C Content Marketing in 2013

mouse computer deskEarlier this year, a study by Chief Marketing Officer (CMO) Council, the CMO Council’s ROI Center, and NetLine found that online content from B2B marketers affected 85% of business-to-business (B2B) buyers when they were actively making vendor selection and purchase decisions. It’s not surprising that content marketing is now a key part of B2B and B2C marketing plans.

In fact, research from the Content Marketing Institute and MarketingProf’s B2B Content Marketing 2014 report revealed that 92% of B2B marketers are using content marketing and 42% consider themselves to be effective at content marketing. Similarly, research from the Content Marketing Institute and Marketing Prof’s B2C Content Marketing 2014 report found that 90% of B2C marketers are now using content marketing and 34% believe they are effective at content marketing.

Taking a closer look at the data from both the B2B Content Marketing 2014 and B2C Content Marketing 2014 studies, there are many more similarities between marketers:

  • Have a documented content strategy: B2B = 44%, B2C = 39%
  • Have  someone in place to oversee content marketing strategy: B2B = 73%, B2C = 67%
  • Producing more content than they did a year ago: B2B = 73%, B2C = 72%
  • Average number of content marketing tactics used: B2B = 13, B2C = 12
  • Top content marketing goal for both B2B and B2C is raising brand awareness: B2B = 82%, B2C = 79%
  • Top content marketing metric for both B2B and B2C is web traffic: B2B = 63%, B2C = 66%
  • Plan to increase content marketing budgets in the next 12 months: B2B = 58%, B2C = 60%
  • Average amount of marketing budget allocated to content marketing: B2B = 30%, B2C = 24%
  • Top challenge for both B2B and B2C is a lack of time: B2B = 69%, B2C = 57%

Both B2B (95%) and B2C (91%) marketers segment their content in at least one way. However, an interesting difference between B2B and B2C marketers that was revealed in the reports is how content is segmented. For B2B marketers, the most popular way to tailor content is using industry trends (65%), but for B2C marketers, the top way is using profiles of individual decision makers (56%).

It’s also interesting to note that four content marketing tactics hold the top spots for both B2B and B2C marketers in terms of usage. Those tactics are social media (other than blogs), articles on the company/brand website, enewsletters, and blogs.

To put things into perspective visually, take a look at the two infographics below.

The first infographic, Confidence Boost: Marketers Get More Savvy with Content Marketing, was published on the LinkedIn blog and highlights many of the findings from the B2B Content Marketing 2014 study.

B2B content marketing infographic

Next is the B2C Content Marketing in 2013 infographic from Uberflip, which uses data from research conducted earlier this year (note the sources at the bottom of the infographic for more information).

b2c content marketing 2013 infographic

How does your company and brand stack up against other B2B or B2C content marketers?

Image: Raphael Straub

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Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for and, and her marketing-related articles have appeared on websites such as,,, and more. She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.