The Purpose of Content Marketing for B2B vs. B2C Brands

According to recent research from Parse.ly, 88% of B2B and B2C content marketers say that the primary purpose of content marketing is to generate brand awareness. Other top motivations include to educate the audience and to build credibility/trust.

B2B marketers prioritize generating demand/leads (85% cite) as the second-most important purpose for content marketing, while B2C marketers cite educating the audience. Additionally, B2B marketers are more likely than B2C marketers to use content marketing for lead nurturing and event attendance.

The report was based on data from a survey conducted in November 2021 among 832 B2B and B2C content marketers.