The 3 C’s of B2B content marketing (2024)

The 3 C’s of B2B content marketing (1)

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Marc Cooper, CM The 3 C’s of B2B content marketing (2)

Marc Cooper, CM

Partner, President at Junction59

Published Feb 25, 2022

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We often don’t know where to start with B2B content marketing. Perhaps you have built out a path to purchase or a journey map and you have a reasonable idea of the steps a buyer goes through before buying from you.But how do you know if what you have to say about your product or service will resonate with your audience, and even if it will, how do you ensure you get your content in front of the right people at the right time?

My colleague Dan Mariani and I were researching this very topic, with the goal of simplifying the process marketers have to go through when developing buyers’ journeys.

To skip ahead a bit; we developed an eBook complete with a workbook to help you understand and document what your buyers are looking for and how you can help deliver it. We call this The Buyer’s Engagement Journey, where we honed in on connecting the buyer’s journey to your response as a marketer, essentially developing a journey that is simple to create, implement and evolve.

But let’s go back to where I started, how do we know if our content is what our audience is looking for? And if it is, how do we know if they will see it and will it resonate with them.Well, that’s where we focus in on the fundamentals of communication as the basis for a checklist to success; we have defined communication as the relevant 3C’s – Content, Channel and Context. It’s about giving the right communication (3C’s) at the right time.

Think of it this way:

Content is the information that is being gathered and provided. It is the facts, and features or benefits of the message – the “what”.For example, it’s the details of your product or service that will help the target solve their problem – TIP – it’s all about them and their problem, not about you and your product.

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Channel is “where” and “when” the message is most likely to reach and be accepted by the target. Here we have to consider the buyer’s mindset. For example, if they are on their way to work, then business is most likely on their mind; on the way home, personal activities may become front and centre.

Context is the most misunderstood. We are looking at context from the marketer’s perspective. We have separated it from content to allow for greater impact in the communication. The way in which the context complements and supplements the content will help to clarify and enhance the impact of the content.

The context is “how” the message is packaged in the communication channel; it is everything except the “what” and the “where”. The context is the creative application of the message – the visual packaging, the emotion, the psychology, the tone, and the manner. This separation allows for more detailed and relevant communication. For example, some buyers may prefer bullet points instead of full sentences; some may like a video versus an article.

Knowing what your audience is looking for is the important first step but delivering it to them where and when they are ready for it, as well as in a format they want is a little trickier.Hopefully breaking it down by the 3 C’s of communications will help you hit the mark more often.

And if you need a little more help in getting started with understanding your buyer’s needs, feel free to check out our eBook The Buyer’s Engagement Journey.

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Ann Samuel

proprietor,beautician and nail technician at the beauty Lounge,Nassau Bahamas

10mo

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Hi can I get more info on your marketing strategy

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The 3 C’s of B2B content marketing (2024)

FAQs

The 3 C’s of B2B content marketing? ›

Well, that's where we focus in on the fundamentals of communication as the basis for a checklist to success; we have defined communication as the relevant 3C's – Content, Channel and Context. It's about giving the right communication (3C's) at the right time.

What are the 3Cs of B2B marketing? ›

This article explains why you must understand the 3Cs of successful positioning—your customer, channel, and competition—as well as you understand your B2B product, service, solution, or company.

What are the 3 C's of content marketing? ›

These are the three most important parts of content strategy. It's the trinity of modern marketing. This short post includes some practical “I-can-start-doing-this-today” tips.

What are the 3 C's of marketing strategy? ›

The 3 Cs of Brand Development: Customer, Company, and Competitors.

What are the 3 C's of digital marketing? ›

In conclusion, by focusing on the 3 C's — Content, Context, and Community — you can establish a robust foundation for your digital marketing strategy, driving meaningful connections and achieving long-term success in the online landscape.

What does the 3 C's stand for? ›

We are all innately curious, compassionate, and courageous, but we must cultivate these values — the 3Cs — as daily habits to foster the independent thinking, free expression, and constructive communication that will enable our society to reach its full potential.

What are the 3 C's of a business plan? ›

You can think of the business plan as "the 3 Cs" - Concept, Customers, and Capital. Many guides to writing a complete business plan are available in print and online.

What are the 3 R's of content marketing? ›

The 3 Rs of Content Marketing (Refresh, Repurpose, Reformat)

What are the 3 P's and 3 C's? ›

Training your brain before you find yourself in a high-pressure situation may help you save a life or potentially help someone in pain. There are three basic C's to remember—check, call, and care. When it comes to first aid, there are three P's to remember—preserve life, prevent deterioration, and promote recovery.

What are the 3 E's of content marketing? ›

Entertaining, Emotional, and Educational. The thesis is that a piece of content must embody one or more of these traits in order for someone to consider sharing it. And the more of these Three E's a piece of content can exhibit, the more likely it is to be engaged with, get shared, and have an impact.

What is the 3 C's concept? ›

In the construction of a business strategy, three main elements must be taken into account: The Company. The Customers. The Competitors.

What is the 3 3 3 rule in marketing? ›

The 3 3 3 rule champions brevity and clarity, calling for headlines of three powerful words, three compelling sentences in the body text, and three persuasive bullet points in your CTA. Capture your audience's dwindling attention span with messages that punch hard and fast.

What are the C's of marketing? ›

The 4 C's of Marketing are Customer, Cost, Convenience, and Communication. These 4C's determine whether a company is likely to succeed or fail in the long run. The customer is the heart of any marketing strategy.

What is 3C in digital marketing? ›

I want to introduce you to the 3C Model as devised by Flume; Context, Content, Channel in order to Convert. This model assumes that an overarching digital strategy exists and that a core brand identity and business goals exist.

What are the 4 C's of marketing content? ›

At the heart of content marketing lie the 4 C's: Creation, Curation, Connection, and Conversion. These core principles guide the way marketers create, share, and optimize content to achieve their goals.

What does 3C mean marketing? ›

The three C's – customers, competition, and company – are essential to creating a marketing strategy that will resonate with your target audience, differentiate your offerings from your competition, and effectively communicate your brand's value.

What are the 3 C's of business credit? ›

Character, capital (or collateral), and capacity make up the three C's of credit. Credit history, sufficient finances for repayment, and collateral are all factors in establishing credit.

What is the 3C concept? ›

Using 3C concept of completeness, correctness, and consistency to ensure that the quality of product is meet the expectation its required.

What are the 3 C's in sales? ›

Connecting, convincing and collaborating with customers provides structure to your sales process to help ensure an actual sale. This approach involves understanding and addressing customer needs, demonstrating the value of your offer and fostering collaborative relationships to secure customer loyalty and referrals.

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