Digital360 on 20 June 2017

If you run a B2C business, you know the importance of building strong relationships with customers. Content marketing helps you do just that. But beyond simply reaching out to customers, content marketing for B2C also means building awareness around your brand, attracting new traffic, and boosting your sales.

How can you get started with B2C content marketing? Reaching out to a best-practice content marketing agency is a great place to begin. But first, here's an overview of content marketing elements to get you and your business started.

Messaging

Content marketing for B2C markets is all about appealing to your audience’s emotions. Think of your customer’s point of view when shaping your campaigns. Focus on what the value is for them – what will they get out of your products?

Consider the topics that your target audience will be interested in. What are the questions they want to be answered? And what is the language they use? These are all essential elements to getting your messaging right. Your content marketing shouldn't feel like an advert. After all, customers don’t want to feel like they’re being marketed to. First and foremost, you need to provide value and establish genuine trust.

This does depend on your brand’s voice, but generally, as a B2C you have the opportunity to vary the tone in your messages. Because you’re building relationships with your customers, it’s an opportunity to approach your campaign as a conversation. Consider what will appeal to them – be it jokes or personal anecdotes – and make your content entertaining.

Format

When it comes to content marketing for B2C, you can’t go wrong with tried-and-tested formats like blog posts, PDF resources and email newsletters. But also consider the kinds of content that would be effective on social media.

We know how effective social media marketing is for B2Cs – and platforms like Facebook, Instagram, and Pinterest make for great marketing opportunities. This opens up the possibilities of creating video, infographics and image-based content.

In saying that, keep in mind how easy is it to scroll past content that doesn’t captivate the user right away. You don’t need to give your potential customers an entire run-down of your company. So, when it comes to media-based content marketing, keeping it simple is key.

Channels

The sky’s the limit for B2C companies – virtually every avenue can be explored when it comes to reaching customers. There is email marketing, search marketing, as well as the more traditional advertising formats. There is also social media marketing, which is becoming increasingly important for B2Cs and B2Bs alike.

Social networks boost the reach of your content, which is ideal for increasing awareness with a target audience. And that means the traffic to your site is more likely to call, make a purchase or submit an enquiry.

As a B2C, you can target different channels for promoting different kinds of content. Informative content can be shared via email and Facebook posts, and your visual, promotional content can find a home on Instagram.

How a content marketing agency can help

As small or medium-sized B2C, learning the best content marketing strategies while running your business is easier said than done. Getting started on your content marketing campaign involves a whole lot of moving parts. There’s choosing your content managing system, creating publishing style guides as well as planning, writing and promoting your content – and that’s just the start.

And what happens if your business begins to grow? You’ll need to manage your content team to ensure everything stays in line with the voice, tone, and practices of your company. That's a lot to have on one plate.

If you find yourself juggling too many jobs, reaching out to a best-practice content marketing agency might be a solution. Other options include hiring an in-house expert or working with a content marketing freelancer. However, if you want your content to run ‘hands free’, you can’t go wrong by teaming up with an agency.

The best content marketing agencies have teams trained in content marketing, social media marketing and SEO. This means your business is covered on all fronts, allowing you and your team to focus on running your business.

We’re a Melbourne digital agency dedicated to outcomes. Chat with one of our specialists today about your B2C content marketing strategy.