{"id":14106,"date":"2017-06-01T04:00:40","date_gmt":"2017-06-01T09:00:40","guid":{"rendered":"https:\/\/www.rocksdigital.com\/?p=14106"},"modified":"2025-06-13T12:43:57","modified_gmt":"2025-06-13T17:43:57","slug":"b2c-attitude-b2b-content","status":"publish","type":"post","link":"https:\/\/www.rocksdigital.com\/b2c-attitude-b2b-content\/","title":{"rendered":"Use a B2C Attitude to Boost B2B Content"},"content":{"rendered":"
\"B2B<\/a>
FrankHH\/shutterstock.com<\/figcaption><\/figure>\n

Let\u2019s talk content<\/a>. I\u2019ve been writing for business-to-business (B2B) clients since, well, last century. Yes, I\u2019m \u201cexperienced.\u201d But I learned almost immediately that the vast majority of B2B marketers believe that they need to communicate with their target audiences … differently.<\/p>\n

Most B2B folks think that statistics and charts and graphs will convince people to choose them and that there\u2019s no room in \u201cserious business\u201d for humor or wit or \u201cout-of-the-box\u201d thinking. And I\u2019m here to tell you that\u2019s just not true.<\/p>\n

How to Make Your B2B Content More Like B2C<\/h2>\n

Consider this quick \u201ccase study\u201d<\/span><\/p>\n

Meet Arnold. He\u2019s an automotive engineer, designing the car of the future. And because your company manufactures seatbelts, he\u2019s a terrific representative of your target audience.<\/p>\n

This is a classic B2B scenario. And the classic marketing solution is for your marketing team (or your agency<\/a>) to whip up a print ad, usually with a product photo for the main visual and a headline like:<\/p>\n

\u201cSmithCo Seatbelts Reduce Passenger Injuries By 30%\u201d<\/em><\/strong><\/p>\n

Arnold just might see that in the trade publications, or on a direct mail piece you send to his office, and he just might be interested in the 30% promise. But when he\u2019s the chief engineer specifying parts on a multi-billion dollar project and he\u2019s not interested, then the old way has failed you.<\/p>\n

Later that day\u2026<\/span><\/p>\n

Arnold gets into his car to head home. On the radio, he hears a commercial for his favorite pizza chain with a terrible but funny jingle. Something about:<\/p>\n

\u201cYa Gotta Eatsa Pizza with A Whole Lotta Meatsa!\u201d<\/em><\/strong><\/p>\n

Arnold chuckles and realizes that a large pie with pepperoni, bacon, ham and ground beef is just what he wants for dinner. Sounds great! Then while still stuck in traffic, he sees a billboard for one of his favorite local microbrews with the headline:<\/p>\n

\u201cBrewed From the Cool, Crisp, Refreshing Waters o<\/em><\/strong>f Smithville River\u201d<\/em><\/strong><\/p>\n

Thinking that\u2019s the perfect companion for his Meatsa Pizza, Arnold decides to pick up a six-pack too.<\/p>\n

3 Ways to Make B2B Content More Like B2C<\/h3>\n

You can see that reaching Arnold \u00ad\u2013 and persuading him to choose a product \u2013 isn\u2019t all that complicated. Wanna know why? Because he\u2019s a person. He responds to advertising messages the same way whether he\u2019s at the office, in his car, at home, or wherever he goes.<\/p>\n

So instead of focusing on the old B2B marketing ways, give some thought to these three suggestions:<\/p>\n

    \n
  1. Be Less Formal<\/span>
    \nI\u2019m not saying to address the target audience with HEY DUDES AND DUDETTES! \u2013\u00a0especially if that\u2019s way off-brand \u2013 but you don\u2019t have to be a stiff, either. Think about     modifying your brand voice<\/a> a bit to include some friendliness, some humor, and some life.<\/li>\n<\/ol>\n
      \n
    1. Don\u2019t Be So Technical in Your Content<\/span>
      \nSure, you have brilliant people working for you, and your industry is full of brilliant people. But that doesn\u2019t mean you have to create marketing messages written at a Master\u2019s of Engineering level, especially since       your target audience<\/a> is not all at that level!What if the decision-maker you\u2019re trying to reach is new to the industry and hasn\u2019t mastered all the concepts yet? Break it down and keep it simple, and try some humor \u2013 even the geniuses will appreciate it.<\/li>\n<\/ol>\n
        \n
      1. Use Less Jargon\/Industry Language<\/span>
        \nMy last column talked about buzzwords and how they\u2019re just not good. But for 40+ hours a week, you do use jargon and industry terminology in meetings, emails, presentations and so on. You\u2019re pretty much immune to it all as you\u2019re surrounded by colleagues who use them too. But that\u2019s no good! Because outside in the real world \u2013 or more importantly, in your target audience\u2019s world \u2013 they may only use one or two of the terms that you\u2019re saying and typing 50 times a day.So when you\u2019re crafting marketing messages, leave out the jargon. Here\u2019s the best way to guarantee a jargon-free message: Imagine your grandma is trying to read it. If Nana gets confused by the terminology, take it out.<\/li>\n<\/ol>\n

        The Exception to the Rule?<\/span><\/p>\n

        Yes, you just might create a print ad with a beautiful product shot and a convincing-but-plain headline that gets the orders coming in. Heck, I wrote a direct mail piece (again, last century) that got a 40% response rate! Know what it was? A photo of dirt, with a boring headline talking about \u201cBefore you build, know what\u2019s underground.\u201d The call-to-action was simply to respond \u201cYes\u201d and we\u2019d send them a free research report.<\/p>\n

        While this was a lot like today\u2019s gated content \u2013 \u201cEnter your email for a free look at our exclusive case study\u201d \u2013 it still did amazingly well for an old-school B2B mailer. (But I still think my original idea of sending them a little paperweight bag-o-dirt would have been a lot more memorable.)<\/p>\n

        <\/div>\n
        \n
        Why B2B #Content Should be More Like B2C from @HDRubin #RocksDigital<\/a><\/div>\n

        Click To Tweet<\/a><\/p>\n

        <\/div>\n<\/div>\n

        Do you believe in the old-school B2B way? Or do you think that B2C is more effective, even in the B2B world? Post in the comments below. And if you found it interesting please share this blog with your social networks!<\/em><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

        Let\u2019s talk content. I\u2019ve been writing for business-to-business (B2B) clients since, well, last century. Yes, I\u2019m \u201cexperienced.\u201d But I learned almost immediately that the vast majority of B2B marketers believe that they need to communicate with their target audiences … differently. Most B2B folks think that statistics and charts and graphs will convince people to […]<\/p>\n","protected":false},"author":60,"featured_media":24341,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[402],"tags":[65],"class_list":["post-14106","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding","tag-content"],"yoast_head":"\nUse a B2C Attitude to Boost B2B Content | Rocks Digital<\/title>\n<meta name=\"description\" content=\"Boost your B2B content strategy with a B2C approach. 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