What is B2C content marketing?

The B2C is the set of commercial and marketing relationships that unite a company with individual consumers. B2C content marketing refers to the texts, videos and images produced by the company for consumers.

The difference between B2B content marketing and B2C marketing

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What is B2C content marketing?

B2B marketing refers to all actions and campaigns aimed at companies and especially company representatives. In B2B, the contact person is not necessarily the final buyer.

In B2C marketing, there is no intermediary in the decision-making process. The salesperson speaks directly to the consumer and the sales cycle is shorter. The objective of a B2C content marketing strategy content marketing strategy is to generate leads, convert them into customers and also to build loyalty.

Understanding the B2C customer

The number of consumers shopping online is growing rapidly. In 2020, 46.1 million French people bought online1.5 million more than in 2019. By optimising its online visibility, a company attracts traffic to its website, which presents its brand, products and services.

This is possible thanks to content that is adapted to consumers' demands, capable of capturing their attention, arousing an emotion, satisfying their curiosity. The content must also inspire confidence in Internet users, who may ask themselves: "Is this site reliable?", "Is it safe to click on this link?

The time of publication of content should be adapted to the time of day when people visit the site. This is particularly important in a social media marketing strategy. For content to be visible, the recipient must be online.

How to succeed with B2C content marketing?

To be successful, you need to set several objectives. The first is to gain visibility and brand awareness on search engines. The B2C content marketing must therefore be relevant and SEO. To do this, it is necessary to know the queries made by Internet users in relation to the company's theme and their search intentions. Your content must provide a solution to their problem.

The second objective is to be attractive to Internet users. Once Google shows your website to a user in the first results, the user must want to click to visit it. Visual identity (logo, colours, typography) and catchy titles are assets.

The third objective is to offer visitors a pleasant user experience. The content must be of high quality, informative, entertaining and allow for a smooth reading experience. Navigation is essential and must be made easy so that visitors stay on the site. During their visit, they must want to buy or, failing that, to leave their contact details, through a newsletter for example. In this way, you obtain leads. A good user experience also contributes to the loyalty of B2C customers and ensures that you have an audience of readers for your content.

Identify consumers' objectives

You have done your market research and you know your buyer personas, your ideal customer. It is now necessary to create a B2C marketing content adapted to the needs of your prospects. What are they looking for on the internet? It's all about knowing what your target consumers are looking for.

      • Your content should answer the questions consumers have. This can lead to a call to action, such as downloading a tip sheet via a registration form.
      • Internet users want to know more about your products and services. User reviews, best-seller information and recommendations should provide them with answers.

Let's take the example of a beauty salon in Toulouse. The queries of its target consumers will be "beauty institute Toulouse", "beauty centre Toulouse opinion", "facial care", "hair removal", etc. Consumers may also search for "what routine for combination skin", "what is laser hair removal". The beauty salon must focus its content on these keywords and these types of questions, which are at the heart of its theme.

Design, attractiveness and trust

The website design enhances B2C content marketing. In addition to an aesthetic approach, which creates emotions, the design includes a functional approach. It offers visitors a comfortable reading experience, especially when it is responsive, i.e. it adapts to the screen size of any terminal: smartphone, tablet, computer.

The design shows the professionalism of a company and the attention it pays to Internet users. A good design is therefore a guarantee of credibility and trust for visitors.

Meaningful content that converts

Meaningful content is content that provides answers to Internet users.

      • The structure of the text, i.e. headings and paragraphs, helps the reader to grasp your message.
      • Images are used to illustrate this message.
      • Videos, for example in the form of tutorials, provide additional information.

The writing quality B2C marketing content is the guarantee of a company's seriousness. The texts must therefore be free of spelling and grammatical errors, and written in a fluid and airy manner. The content offered to visitors is original, it is not found in other websites dealing with the same theme. On an e-commerce site, for example, the product description must be detailed, in order to provide the potential customer with all the specificities of the product.

When an Internet user visits an online shop for the first time and is seduced by the company's message, he may make a sale. If the content arouses his curiosity, he will want to stay informed, for example by subscribing to the newsletter.

Fluid and intuitive navigation

A website can have many pages and categories. This is the case for a website selling clothes online. In order for Internet users to find the information they want, for example "women's high-waisted jeans", they must be able to find their way around thanks to good signage.

      • Menus promote smooth and intuitive navigation. They must therefore be visible, easily accessible and their headings relevant.
      • Internal links, or hyperlinks, allow you to navigate easily from one page to another. They can be links inserted on anchors or tags.
      • A user who has visited several pages should be able to return to the home page with a single click.

The tree structure of a website is the architecture that will support its content. It must therefore be anticipated and thought through.

B2C brand marketing strategy

Your market research has shown you that you are not the only one offering your products and services. So you need to differentiate yourself from the competition with a branded B2C marketing strategy.

The blog and the B2C customer

The blog is an asset in the brand strategy because it allows you to propose content in which the target consumers have a real interest. It also demonstrates your expertise in your field. A brand of organic cosmetics, for example, will publish blog posts on environmentally friendly ingredients to attract potential customers.

      • Blog posts are a great way to diversify B2C marketing content. A brand of organic cosmetics can propose videos, advice sheets.
      • The blog allows you to publish content on a regular basis and thus keep in touch with your target consumers, via comments for example. It helps to create a community around the brand.
      • Blog posts can be acquisition channels thanks to internal linking. An article can indeed capture the attention of an Internet user. By placing relevant internal links within this article, the Internet user may want to continue his visit and end his journey on a product sheet or the presentation of a service.

Understanding your audience

In order to be able to address them with the right message, you need to understand your target audience. Your website can provide a lot of information about the behaviour of your potential customers. For example, how people find your website, who visits it (gender, city, etc.), at what time, for how long, whether people stay on one page and then leave the site or visit other pages (bounce rate).

Tools such as Google Analytics help you profile your website visitors. They provide metrics to build a B2C content marketing strategy.

Write clickable headlines

The title of a web page (title tag) is a good way to attract the attention of Internet users. Well-chosen words can entice them to click on your content from all the results on the first page of Google. These attractive words evoke an emotion or answer a problem encountered by a user, for example "How do I create relevant content for my blog?

However, in order for your content to rank on the first page of Google, the words chosen must be optimised for SEO. These are keywords that reflect your subject matter and content, and that correspond to search engine queries.

The agency SmartKeyword helps you with your B2C content marketing strategy. We identify together your keywords with an SEO audit, we bring you support in writing content, in monitoring performance. We redesign your site to create a tree structure that enhances your content.

   Article written by Louis Chevant

Further reading

The complete guide on the referencing of e-commerce sites

The 6 key steps to follow to correctly optimize your e-commerce site with a good natural referencing.