Bridging B2B Strategy and Client Expectations: Dual Perspectives on Content Marketing in the Moroccan Telecommunication Sector

This article explores the evolving role of B2B content marketing in helping Moroccan telecommunication companies better engage Very Small Businesses (VSBs) in the digital era. Initially based on in-depth interviews with industry experts, the research was expanded to include VSB client perspectives to provide a more complete understanding of both strategic intent and end-user expectations. A total of twelve semi-structured interviews were analyzed using thematic coding inspired by NVivo, revealing six major themes: the critical role of personalization, the rise of short-form and interactive content, strategic use of platforms such as LinkedIn and WhatsApp Business, and growing expectations for real-time feedback and clarity. While experts emphasized AI-driven segmentation and lead nurturing, VSB clients expressed a preference for concise, visual, and sector-relevant content. The findings reveal key alignment gaps and offer practical recommendations for creating more targeted, data-informed, and engaging B2B content strategies tailored to VSB realities. This dual-perspective approach ensures the study's relevance in the 2025 marketing landscape