Ride in 5: 5 reasons why content is still king for B2B & B2C marketing

Posted by: Jess Chambers - 09.10.23

They say it’s the little things that make a difference. And this is never more true than in marketing.

That’s why we developed Ride in 5: a series of bite-size, five-minute reads that break down industry challenges, insights and trends, providing oodles of inspiration for new ways of thinking and doing – helping ambitious marketers make their life easier.

Go grab a coffee and enjoy.

In the ever-evolving landscape of B2B and B2C marketing, one constant remains unshaken: the reigning power of content.

As digital strategies continue to shift, discover the five compelling reasons why content maintains its crown as the King (or Queen) – the driving force behind successful campaigns in both the business-to-business and business-to-consumer marketing realms.


Content captivates audiences, fosters connections, informs decisions, enhances SEO, and shapes brand identity—vital elements that are the backbone in modern B2B/B2C marketing success. 

By creating fresh, good quality content you’ll spread your brand message and engage more prospects you simply wouldn’t otherwise reach without it. Which in turn means you’ll gain more market share and, with any luck, see a boost in sales and revenue. Allowing you to spend more on further good content. In short, a veritable virtuous circle of brand and business benefits!

Stay Funnel-Savvy

Today’s buyer’s journey isn’t linear. Prospects can enter and exit your funnel at any stage. With numerous marketing channels like social media, influencers, emails, videos, podcasts, forums, reviews, and SEO, the landscape is diverse.

Your content strategy must engage prospects at every stage of the funnel through relevant channels. Neglecting this can lead to high top-funnel interest, but few conversions.

To excel, publish top-notch, multi-channel content in various formats. This maximises top-funnel interest and guides more prospects towards action. For more on this read, ‘Content for the Stages of Your Buying Journey.’

What you can do

Here are our top tips to ensure your content reigns supreme as king:

1. Embrace authenticity

Audiences are drawn to content that holds genuine meaning. While you should be aware of your competitors, ensure that your voice remains true to your brand’s unique identity and mission.

2. Be a Trusted advisor

Well-crafted content establishes industry expertise, boosting trust and credibility. Being consistent and providing valuable insight is essential to establishing yourself as a thought leader within your industry. Be the guide, not the hero.

3. Think SEO

Relevant content drives organic traffic, enhances online visibility and brand discoverability. Embrace SEO as your trusty compass, guiding you day-by-day, rather than relegating it to the bottom of your list.

4. Lead Generation

Valuable content attracts prospects, nurturing them through the sales funnel for increased conversions. Check out our handy guide: “Filling your funnel: The Importance Of Content At Every Stage Of The Buyer’s Journey”.

5. Brand Storytelling

Create compelling content to tell your brand’s story, your product’s craftsmanship or brand values to forge emotional connections and brand loyalty.

Take the time to understand your audience, tailor content to address their needs and spark meaningful conversations with your customers.



Content acts as a critical bridge connecting brands with their target audience, assuming a pivotal role within the framework of every effective B2B and B2C marketing strategy. Consider this when crafting your next content marketing brief:

Brand Awareness 

Be the first choice on your customers’ list when they’re pondering their next purchase.

  1. Are you delivering content that resonates?
  2. Have you embraced the holistic nature of joined-up brand thinking, ensuring consistency across all touchpoints?

Lead Generation 

Create captivating content that ultimately generates leads and supports the sales process for all your products.

  1. Have you aligned your product content with different stages of the buyer’s journey?
  2. Do you have quality product imagery for all of my products and SKUs?

Audience Engagement

Picture content as the ultimate matchmaker. Get ready to charm, connect, and build lasting relationships!

  1. Is your content genuinely addressing the evolving needs of your target audience?
  2. Do you have rich content such as interactive demos, explainer videos, 360, AR and configurators to convert viewers into buyers?

If the answer is no to any of the above questions, then get in touch

Get Inspired


Challenging industry beauty norms and celebrating diversity, their “Real Beauty” campaign is a prime example. 

Check out our Dove case study, which unveils a social campaign that navigated a crisis while promoting relaxation.



Shopify Learn provides a wide array of resources and guides, focusing on eCommerce, entrepreneurship, and fostering business growth. 

Their content is tailored to assist businesses in the process of establishing and fine-tuning their online stores for optimal performance.


Renowned for forging emotional connections, GoPro employs user-generated content to establish genuine bonds. This content captures moments that effectively convey the brand ethos and showcase the technical abilities of their products.

Need a hand?

Creating content at speed and scale for a growing number of channels can be challenging – it needs to be fast paced, personalised and pixel perfect for today’s ever-demanding consumers. 

Our team of strategists, creatives and production experts can help you to create content that cuts through the noise and connects.

We think big strategically, go big creatively and deliver big in production. All in one place. We call it joined-up brand journeys.

Let’s chat about how we can help.