B2C and B2B Content Marketing Trends Comparison


Marketing and sales are joined at the proverbial hip as the evolution of the Internet has changed the mindset from "buyer beware" (Caveat emptor) to "seller beware" (Caveat venditor).  

Caveat emptor is a Latin term that means "let the buyer beware." Similar to the phrase "sold as is," this term means that the buyer assumes the risk that a product may fail to meet expectations or have defects.

Caveat venditor is Latin for "let the seller beware." It is a counter to caveat emptor and suggests that sellers can also be deceived in a market transaction. This forces the seller to take responsibility for the product and discourages sellers from selling products of unreasonable quality.

Content marketing budgets are expected to increase for both B2C and B2B. With a majority of B2B and B2C content marketers expecting to increase the amount of content creation next year, both segments feel that producing engaging content is their top challenge, and around half of each group will increase their budgets over the next 12 months.

This will add to the amount of information available and in fact, buyers may know more about the marketplace than a company representative. There is too much information and it is difficult to analyze.

Ten years ago information was limited and a "sales representative" was necessary. Today there is too much information and the role of a "sales representative" has changed to help whittle down the overload. A marketing and sales plan can no longer rely on "create more content" when it appears "everyone" is doing the same. (And, increasing the amount of content.)


Blogs, case studies, webinars and in-person events will not appear to have as much value as the number and frequency grows. TV reality shows might be an example as people say there are "too many."

If the world has moved to content marketing and even the sales team believes inbound marketing has an impact on lead generation, let's look instead at the real need of analysis.

The TED Talk by Barry Schwartz (with over 7 million views) reminds us of what is most important and the paradox of choice. Watch the video and consider whether people need more information or if they instead need help with filtering.

This over abundance of content will not keep you from your mission any more than keeping a restaurateur from opening another restaurant when it appears there are "enough". It should be a reminder to think more about your team, goals, brand and revenue opportunities. 

Building profitable revenue may appear to be simple enough on the surface but in our new culture where abundant information is available and marketers are ruining things by adding more fluff, where are the best opportunities?  New habits and beliefs are influencing how people make decisions and it is important to stay alert and adapt.

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Topics: B2B B2C Marketing Chart