More Fun, More Conversions: 7 Ways to Create B2C-Style Content for B2B Customers
B2C marketing is fun.
It’s colorful, creative, and even sometimes cheeky.
B2B? Not so much. While creativity and excitement rule the B2C content landscape, B2B businesses are at risk of being seen as “boring”, stuffy, or straight-laced. However, this is no more than a preconceived notion and does not have to define the way B2B companies communicate with their customers.
In fact, B2B marketers have an opportunity to adopt a B2C-style attitude and revolutionize their approach to content creation. After all, B2B customers are people too. They can also be moved, excited, and persuaded by content that is edgy, exciting, and fun.
It’s time to start communicating with B2B customers in a language they are familiar with from their B2C experiences. Let’s explore 7 ways that B2B companies can start to infuse the B2C spirit into their content strategy and get results:
1. Embrace storytelling
B2C brands have mastered the art of storytelling to connect emotionally with their audience. B2B companies can take a cue from this approach and use storytelling to humanize their brand as well. Sharing customer success stories and anecdotes about how to use the product can resonate deeply with B2B buyers, as they can relate to real experiences and see the tangible value of your offer.
Monday.com are genius at fun, compelling B2B video storytelling. Check out one of their ads:
2. Use personalization and tailored messaging
B2C customers have come to expect personalized experiences, and B2B buyers are no different. Tailored messaging that addresses specific pain points and challenges faced by individual clients can create a powerful impact. Leveraging data and insights, B2B businesses can deliver personalized content, offers, and communications that cater to each customer’s unique needs.
Try to predict customer needs and be proactive about providing solutions. Create content and resources to help your customers succeed, and get the results they want from your product in the quickest and most efficient way.
We do that at Outbrain by providing an online Onboarding Kit to help customers get the most from their Outbrain advertising campaigns. The web page gathers all the most important information for beginners and more advanced users of Outbrain’s platform, in one place.
3. Engaging visual content
Visual content is a key driver of engagement in the B2C world, and it can work equally well for B2B audiences. Infographics, videos, and interactive content can help convey complex information in a visually appealing and easily digestible format. Engaging visual content enhances the overall user experience and leaves a lasting impression on B2B customers.
For example, Bardeen is an AI automation and integration developer. The team regularly releases an updated visual chart of the AI tools they recommend to try, and invites the audience to sign up to the email newsletter to get the complete list of 1000+ tools with links.
4. Focus on user experience (UX)
B2C brands understand the importance of seamless user experiences, and B2B companies should prioritize this aspect as well. A user-friendly website, intuitive navigation, and clear calls-to-action can significantly enhance the customer journey. A positive UX can leave a lasting impression on B2B buyers, making them more likely to return and engage with the brand.
Salesforce, the CRM leaders, do a great job on their website in helping customers identify their needs and locate the right product. Take a look at the web page where the visitor can choose their industry to see relevant products and information. So simple, yet it makes a real impact on the user experience.
6. Inject humor and creativity
B2C brands often leverage humor and creativity to capture their audience’s attention. Injecting a touch of lightness into B2B content can make it more enjoyable and memorable for customers. A well-placed witty remark or a creative visual element can make a significant impact and set a B2B brand apart from its competitors.
Check out how Envy, the marketing agency, uses clever humor to differentiate themselves in a competitive marketplace:
7. Interactive and gamified content
B2C customers enjoy interactive and gamified content experiences, and B2B buyers are increasingly receptive to such approaches. Quizzes, assessments, and interactive tools can not only engage customers but also provide valuable insights into their needs and preferences, enabling better-tailored solutions.
For example, Copyleaks provides a preview of their AI content detector tool on their homepage, where you can copy/paste some text and get it checked right away. It’s a great way to encourage potential customers to play with the product and get excited by it.
B2B Companies: Shake It Up and Make the Move to B2C-Style Content
Let’s face it – every B2B customer is also a B2C consumer, but wearing a business suit! Just like in their personal lives, they appreciate marketing content that is playful, friendly, and engaging. Don’t be afraid to shake it up a bit and have a little fun with your content. As long as it stays true to your brand identity and gets the right message across, B2C-style content can work great for your B2B business.