What is B2B content marketing, and how is it different from B2C content marketing?B2B content marketing and B2C content marketing aren’t that different at a fundamental level. Both use content — for us, that’s anything that a potential customer interacts with — to create brand affinity and influence buying decisions. Where B2B content marketing and B2C content marketing diverge is in how easy it is to influence that decision. That’s even more true when you start talking about B2B technology content marketing. The B2C buying process is often much shorter and includes fewer stakeholders. In B2B — and, again, especially B2B tech — the amount of the purchase is often six or seven figures, and the number of people involved in the decision is much higher. That means that it naturally takes longer. We tend to tell clients that content marketing doesn’t necessarily shorten your sales cycle, but what it should do is give your salespeople leads who have independently worked their way through at least some part of the buying process.