Have you been hearing about B2B and B2C writing and not sure what it means?
Simply put B2B is business-to-business writing, and B2C is business-to-consumer writing.
Makes sense right?
Well, keep on reading for a more in-depth explanation for what B2B and B2C writing is, why it is important to know the difference and how it impacts you as a freelance writer.
What is B2B writing?
Business-to-business, or B2B, writing is where you are writing content for a business, aimed at other businesses.
Typically you will be writing blog posts, white papers or case studies that are to help other entrepreneurs, marketers or small businesses.
B2B writing may be more technical and require the business lingo or jargon, however that doesn’t mean it has to be boring!
What is B2C writing?
Business-to-consumer, or B2C, writing is where you are writing content on behalf of a business aimed at their customers.
The point of B2C writing is to integrate your clients’ product message into their blog posts or content marketing strategy to sell their product. Usually you will be writing creative content, website content and blogs.
The differences between B2B and B2C writing.
In order to create the best possible copywriting and content you need to understand the difference between B2B and B2C writing, and how that impacts the way you write.
Knowing you audience, as always, is an essential part to writing. This doesn’t change on whether or not you are writing for a B2B or a B2C client. You must know your audience in order to produce relatable posts.
In B2B writing, your audience is another business. This means you can incorporate a more technical approach that includes the jargon of that niche. A general rule of thumb is to begin with a message of value, service or trust.
In B2C writing, your audience is whoever the consumer is. You need to sell a product, so your target audience is whoever will be interested in that particular product. The consumers will be the general public, so you can adopt a more relaxed, conversational style of writing. Obviously, ensure that is the tone that your client would like too. Usually the focus in B2C writing is creating an emotional connection with the product so the consumer will want to buy it.
With B2B writing you can adopt a more professional tone that focuses on the growth and development of a business. You are targeting other businesses that usually put a lot of thought and research into a purchase, and generally making decisions for more than one person.
If B2C writing you can use a lighter, more conversational tone for customers. Consumers usually impulse buy based on emotions and great advertising.
Your B2B audience makes their decisions based on what is going to be best for their business. Would this increase productivity? Will it reduce costs? Would it improve profitability? Usually they will prefer a logical, clear, concise and honest approach.
With B2C writing, consumers tend to buy based on emotional connection and impulse. Make them laugh, tug at their heartstrings, make them cry and he or she just might be more inclined to buy from your clients’ business.
If you are still lost, there are several useful links below that explain B2B and B2C writing.
The take home message is know your audience and your client. Knowing those two things will go a long way in helping you write appropriate articles, blogs, white papers or website content or whatever other writing project you have been employed for.
I would love to hear about your experiences writing B2B or B2C. Have you found a huge difference between them? Have you noticed a difference in rates?