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Digital Marketing - Study Notes:

B2C content versus B2B content

A business-to-consumer audience and a business-to-business audience consume content in very different ways. A business-to-business audience relies more heavily on eBooks, whitepapers, and factual and educational data-driven content formats. Business-to-consumer audiences rely more heavily on entertainment, emotional content, and mass awareness formats. Be cognizant of exactly which market segment your brand or business is aiming to convert, and align your content formats accordingly.

What are articles and blogs?

Articles and blogs are essentially pieces of writing that are concise and have a key theme or topic. The aim of these pieces of content are to convince audiences of your credibility, your knowledge, and your in-depth understanding of a particular topic. This could be related to an industry innovation or could identify a challenge or a pain point for your particular intended audience. The overall goal of these pieces of content is to convert readers into potential business leads.

Blogs and articles can also be used to help improve your search engine ranking, or SEO. Search engine optimization essentially means that the pieces of content that you put up onto your site contain a number of keywords. These keywords relate back to user behaviors when users search for individual topics or themes. Being aligned to the topics or themes that your audience is searching for, and making content around those particular topics and themes, will help improve your search engine results when your intended audience searches for those items.


If I’m a hardware shop owner, then the articles and blogs I would put up on my site might be around DIY tips. They might be about new industry innovations in hardware production facilities. Or they might be around what’s happening in our store this week. So, when our intended audience searches for industry innovations or for DIY tips, they may naturally find my site as a result of the content that I’ve pushed out through my articles and blogs.

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Seán Earley

Creative Director at Teneo PSG Digital

  • Creative Director at Teneo PSG Digital with five years’ experience in Digital Marketing, Social, and PR Agencies
  • Founding member of Teneo PSG Digital
  • Former Director on the Board of the Irish Internet Association
  • Passionate about creating content that captures audience imaginations and delivers business objectives

Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:

DMI Short Course: GDPR

If you are interested in learning more about Content Marketing, the DMI has produced a short course on the subject for all of our students. You can access this content here:

DMI Short Course: Content Marketing

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.

You can find more information and content like this on the Digital Marketing Institute's Membership Library

You will not be assessed on this content in your final exam.


    Content Creation
    Seán Earley
    Skills Expert

    This module introduces the concept of engaging with and acquiring customers using the creation and sharing of content. It explains how to choose the right content for your customers – and how to ensure it gets seen by them. It outlines the different content formats available on social media channels and helps you identify which platform best suits your content. It also identifies best practices for scheduling your content, and equips you with the knowledge to devise and execute your own content creation strategy.