Customer experience and B2B content marketing

Two Ronnies Fork Handles Are B2B marketers missing a trick with customer experience?

B2B and customer experience: 165 shares overall

This post from last week had around 120 shares on Twitter. In essence it states that B2B content marketing does not take the customer experience into account.

Yes, that is quite a sweeping assessment to make. However, at least the writer has taken the trouble to put together some research (courtesy of digital agency Squiz) to back up their point.

The report – which looked into B2B marketing as a whole rather than B2B content marketing specifically – asked whether there had been a concerted effort to promote the customer experience. Only 36 per cent said yes.

The differences between B2B and B2C content marketing are always interesting. Although this is a marketing survey, there is no reason to assume that a trend is at play whereby customer experience is being neglected.

Obviously there are plenty of examples of B2B content marketing being used to highlight experience. Generally, however, the challenge with B2B is to focus on a use for a product and provide information. It may just be that customers really aren’t that interested. For them, a good B2B experience is finding the right tool for the job at the right price.

But then again, there is always that Steve Jobs quote: “You’ve got to start with the customer experience and walk back towards the technology.”

Customer experience and B2B content marketing is part of Content24, the blog for London content marketing agency FirstWord.

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