Creating a buyer persona is a key stage in developing your content marketing strategy. If you ask the right questions and have the right answers, a good persona will allow multiple content creators to develop the right kind of content without sacrificing a unified, targeted and data-driven brand voice.
That being said, your B2C and B2B personae will have some similarities, but also some stark differences. Ultimately, the differences come down to relationship and authority.
Let’s take a closer look at some of the key aspects of each persona.
Most B2C messaging will target your average consumer or consumer groups. Typically, this message will be seen by a wide variety of demographics with one or more unifying identifying traits, i.e. moms with young kids, families involved in sports, hunters, etc.
Because of this, you will probably not have one B2C persona, but rather a collection of the most common themes and demographics. You should have a primary, secondary and, if necessary, a tertiary persona that all content is designed to reach.
B2C personae are also all over the buying cycle, since consumer goods are usually purchased on a more regular basis than professional services. Since you are talking to a wide variety of people in a wide variety of buying stages, this means your messaging should usually be able to appeal to people in multiple buying stages.
If you sell bicycles, you don’t want people to stop engaging with you online after they purchase the bike, and if your messaging is always “You need a new bike! We have great bikes! Come on down!” that is just what they will do. Your B2C personae are not always ready to buy, so you don’t have to always be pushing the hard sell.
One way this is done is by being relevant. Don’t be afraid to write on trending topics, popular memes or cultural events because your audience is likely talking about them, too.
Times like holidays and annual events (back to school, Breast Cancer Awareness Month, etc.) are unifying topics that hit many consumers and help keep your messages current.
Business personae, on the other hand, have a much more targeted approach, and the expansiveness of reaching a wide array of customers must be replaced with authenticity. One way this is done is knowing the industry vernacular. Know the words, phrases and acronyms that are prevalent in the industry and get comfortable using them.
For instance, if you’re writing for healthcare clients, knowing how to use “HCAHPS” in a sentence is a small signal that you know the market. No expert is going to spell out commonly used terms; you need to write the way industry people speak to gain trust.
You’re generating content for people who have worked in their field long enough to make informed buying decisions. You can’t fake authenticity.
The B2B buying timelines are also typically much longer -- it isn’t strange to see a sales cycle last 10 to 15 months, as opposed to a B2C’s one month or less. This means evergreen content: content that is applicable throughout the year. For example, instead of writing "What The Oscars Teach Us About Banking Software," which will not drive engagement 11 out of 12 months of the year, keep topics and headlines valuable no matter when a prospect encounters the piece of content.
B2B personae typically like to scan and get a quick summary of content before committing to engaging deeper. Keep in mind that often you are creating for a person who will be at work, is in danger of interruption or has an inbox full of unread emails to attend to. Your content should be formatted so it can be quickly scanned for key messaging points and easily summarized.
Creating your personae, be they B2B or B2C, is one of the most vital parts of your digital strategy. Without accurate personae, creating content will prove difficult and possibly ineffective. If you want to learn more about Compendium’s solution for finding your consumer personae and creating content that drives conversion, contact us today.