B2B content marketing differs from B2C content marketing in that it has a narrower scope and is specifically designed to be useful or educational to the reader. On the other hand, the scope of B2C content marketing is much broader — often created for entertainment and top of funnel goals like brand awareness.
Now that doesn’t mean that B2B content is by definition boring, lengthy, or doesn’t serve as brand awareness. On the contrary, brand awareness is a key part of B2B content so in fact it needs to be just as attention grabbing as B2C content (don’t skimp on using eye-catching imagery in your B2B marketing). The trick is understanding that you're targeting working people and teams in a professional capacity rather than individual consumers who are shopping for themselves or others in their personal life.
B2B content should be results driven and provide helpful, actionable information for business purposes, business growth, and customer retention.
B2B content is shared and promoted on regular marketing channels like social media and email. Things like white-papers and reports might also be shared through syndication, as ads or included in a sponsored email spot to an industry-specific audience.