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Content and Conversion When the Stakes are High

Andy Crestodina

​​Middle-of-funnel content is important in high-consideration, high-stakes decision

B2B vs. B2C: There is a big difference, right? We often think of B2B decisions as big (million-dollar enterprise software) and B2C decisions as small (tube socks). But that’s not always the case, as illustrated by these two decisions:

  • B2B: Office supplies such as paper clips.
  • B2C: Senior housing.

One is B2B but trivial, the other is B2C but critical. Yes, you can differentiate between B2B and B2C marketing, but a better distinction may be in the weight of the decision. Is it a high-consideration, high-stakes decision? Or is it a low-consideration, low-stakes decision?

When the stakes are high, people need more time to decide and there may be several people involved in the decision. They do a lot of research, have more decision criteria and require more expert advice. It’s likely a consultative sale.


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Andy Crestodina is the co-founder and CMO of Orbit Media. He’s an international keynote speaker and the author of Content Chemistry: The Illustrated Guide to Content Marketing.