By Alicia Fiorletta, Senior Editor
I’m writing this piece from Scottsdale, Arizona, where we just wrapped up the
B2B Content2Conversion Conference, an event developed by our sister publication Demand Gen Report.
Although my days were jam-packed with coordinating sessions, providing voiceovers and finalizing the Killer Content Awards program, I also was tasked with updating the event’s social networks. That means I had the chance to sit in on a few sessions and really get my creative juices flowing.
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The more sessions I sat through, the more I realized that the B2B and B2C worlds have officially reached a point of convergence. Both of these distinctly different worlds are focusing on some of the same core principles and best practices to bring their businesses to the next level.
Based on some of the key takeaways from the show, here are three things B2C brands can learn from B2C marketers:
- It’s all about the buyer: Whether you’re targeting individual consumers or businesses, it is imperative to focus on the wants and needs of your target customer. But most of the time, content and campaigns don’t align with the buyer’s agenda. “The buyer’s journey is an untangled mess,” said Erin Povey, Service Director for SiriusDecisions. “It’s a tool for us as marketers, not our buyers.” (Access coverage of this session here).
- Digital relevance is key: Ardath Albee, author and CEO of Marketing Interactions, noted that marketers need to determine which touch points or communication vehicles are most relevant for their target buyers. She also outlined the value of different social networks. For example, using Instagram, marketers can publish fun videos and out-of-the-ordinary photos. On Pinterest, marketers can share highly visual content and inspire customers to click through, learn more and share it on their own boards. (Access coverage of this session here).
- Connect on an emotional level: During a highly energetic session, Michael Brenner, Head of Strategy at NewsCred, confirmed the value of creating highly personalized content that resonates with the target audience and their emotions. “Behind every share, and behind every impression, is a human being. It’s important to build your marketing campaigns targeted towards those humans. It’s not about engaging more people, it’s about engaging the right people.” He also shared a few recent examples from the Super Bowl, including the “Think Like A Girl” commercial. (Access coverage of this session here.)
- Influencers can extend your story: Demand is high, not for more content, but for more meaningful content. Lee Odden, CEO of TopRank Online Marketing, told attendees that relevant content is obtainable through partnering with influential people in the industry. "Buyers are overwhelmed by the amount of content out there, and content marketers are looking for new ways to create this meaningful content in a way that is valuable to their prospects,” Odden said. “Influencers can help bring value to your content that resonates with your target audience.” (Access coverage of this session here).
