If you’ve been in marketing for a while, you’ve probably heard people say stuff like: “Long copy is dead” or “Nobody reads long copy anymore.”
But long-form content is still an important part of business.
Sure, there are plenty of situations where shorter content is best, such as social media, blog posts, and emails. For other types of content, it’s the exact opposite.
White papers are one good example. They go into much more detail, which can’t be covered in a mere few hundred words. That’s why most white papers are five to 10 pages. Case studies, sales letters, and similar projects also tend to work well as long-form content.
Marketing can be divided into two broad categories:
As the names suggest, B2C is focused on marketing products and services to the end user, while B2B is focused on marketing products and services to another business.
When most people think of marketing, they’re thinking of B2C because it’s mainly what they see in daily life.
Here are some B2C examples:
An iPhone commercial
An online ad for McDonald’s
A billboard that shows off the new Honda Accord
Product placement of someone drinking Coca-Cola in a movie
B2B is harder for most people to spot because they don’t see it quite as often, unless they have a career in marketing or buy products and services on behalf of their company.
Here are some B2B examples:
A magazine ad for IBM consulting
A sales presentation that explains Aetna’s health insurance policies for corporations
A white paper that lists the benefits of LessAccounting to small business owners (I love LessAccounting, by the way. Their slogan used to be: “All small business accounting software sucks; we just suck the least.”)
There are many similarities between B2C and B2B marketing because behind every company there are people—such as owners, board members, and executives—who make decisions.