Internet of Things: Epicenter of digital transformation revolution

B2C marketers can avoid the commodity trap by understanding consumers’ rational and emotional considerations, tailoring their value proposition to what consumers prize the most, and sharing content that thoughtfully addresses their concerns. The ‘four-tiered B2C content model’ is a proprietary product of Content Charisma. It is designed to open people’s minds and hearts and get them on board to make a meaningful and measurable difference to the company’s bottom line.

B2B companies must first address buyers’ range of rational and emotional considerations in their value proposition. Then they must build a narrative that thoughtfully addresses buyers’ concerns, amplifies the costs and consequences of buyer inaction, and mitigates or eliminates the risks associated with purchase decisions. The five-tiered B2B content model addresses the five categories of values buyers and customers seek. It amplifies the costs and consequences of their inaction and mitigates or eliminates the risks associated with the decision to act, making the supplier’s story relevant and compelling. 

It is challenging to determine what consumers value due to its psychological complexity. But some universal building blocks of value create wonderful opportunities for B2C businesses in existing and new markets. When used in the right combination, these elements create magic. Whatever the nature of the marketing initiative – acquisition, retention, or expansion – a 4-tiered content strategy built on these values helps craft relevant content for consumers, increasing sales and producing sustained revenue growth. Here's a blueprint.

As B2B offerings are becoming increasingly commoditized, the subjective, even quite personal considerations of buyers are becoming more and more crucial in purchases. The elements range from the strictly objective — for example, price and specifications — to the more subjective, such as alleviating buyers' anxiety and enhancing their reputation. B2B marketers can avoid the commodity trap by understanding buyers' range of rational and emotional considerations, tailoring their value proposition to suit what buyers prize the most, and sharing with them content that thoughtfully addresses their range of considerations.