Tag Archives: B2B

Difference between B2B and B2C content writing

Businesses need websites to instantly provide relevant information to their visitors. They also need engaging content that prompts them to take an action, and eventually turn them into their paying customers and clients.

Regardless of the type of site you have, its content should help generate traffic and build relationship with your target audience. Businesses are normally of two types: B2B (business to business) and B2C. For instance, Credible Content Services is a content writing service primarily catering to the B2B market because we provide content to businesses.

How do you differentiate between writing B2B and B2C content?

When writing for a B2B website, consider the language you would be using. B2B content is normally written for professionals working within a particular niche. These professionals use a certain jargon and terminologies in their day to day interactions with potential clients. Your content should therefore be written with phrases that would make them feel at ease, identify with your business and perceive your business as an expert within that niche.

On the other hand, the language employed in B2C website writing should be devoid of professional jargon and terminologies. It should be written with one thing in mind― how do we meet the needs of the consumers with easily understood content?

In a B2B, the buying process begins when a prospect accesses a company’s website or blog. Decision makers from different departments from within that particular company need to have access to some kind of information to accelerate their buying process. Because of these varied audience involved in the buying process, your web content must have sections addressing all these. But when writing for a B2C website, you are writing to the general public (which may be a varied audience I agree) and they all have one thing in common―How does this product or service meet my needs? If you are able to capture this in the content writing process you are done. Anyone who visits your website would see his or her needs met (though they are from different backgrounds).

B2B websites purchases require evaluating multiple factors. The buyer needs to do more research on the products, organize thoughts and analyze before a purchase is made. The content writer should go the extra mile to make whatever information a company may need to facilitate the buying process available, research should be presented in a form of write-ups (web contents) and condensed in an easily readable and or downloadable format. Such write ups may include white papers, case studies, referencing, e-books etc.

On the contrary, B2C writing does not need deep research in order to generate the contents as the consumer makes the buying decision alone. As such if he or she is convinced, the product or service meets his or her expectation and more importantly, if the pricing is right compared to other competitors, he or she would settle for yours.


How to create content to engage your prospects

The primary purpose of content writing, content publishing and content marketing is to first, engage your prospects, and eventually, convert them. The biggest challenge, according to the graph published on this link titled “Create content that pulls prospects in” is creating a constant stream of engaging website material. This is the pie chart (I have recreated it to make it look more neat on my website)

The challenges, according to the levels of difficulty are

  • Producing the kind of content that engages prospects/customers: 41%
  • Producing enough content: 20%
  • Budget to produce content: 18%
  • Lack of buy-in/vision from higher-ups inside your company: 12%
  • Producing a variety of content: 7%
  • Budget to license content: 1%

Well this is a revelation that the budget constraint is just 1% of the challenges faced while executing a content marketing strategy.

Coming back to creating engaging content for prospects and customers.

In order to produce engaging content you first of all have to clearly define what is “engagement” vis-a-vis your business. How do you want to engage your customers and clients, what would that engagement mean and eventually to what it will lead? Then you start producing content accordingly. There are two key issues here that are highly crucial in order to produce engaging content:

  • Relevancy
  • Regularity

Your content has to be relevant in order to engage your prospects

Content marketing entails sending out content to your prospects on an ongoing basis. Now, sending out content doesn’t mean that they are automatically looking forward to it. They need to want it. Why would they want your content? It solves their purpose. Nobody is interested in hearing from you for sheer love except for your mom or your smitten girlfriend or boyfriend. You have to deliver them content that solves problems. You have to deliver them something that entertains them, informs them, and encourages them to remain in touch with you and engage in conversations whenever desirable.

But how do you deliver relevant content when different people have different tastes?

For that you have to properly understand your audience (your prospects). Why would they want to hear from you? Step into their shoes instead of assuming that they would like to hear from you anyway (because your product or service is so great). The relevancy of your content depends on

  • The product or service you are marketing
  • The format of the content people prefer in your market
  • The regional/indigenous preferences
  • The pressing needs of your readers/visitors

Once you have these things sorted out you can create relevant content for your market.

You need to publish content regularly

Just as quality and relevancy is important the regularity of your content publishing is vital too. You need to be constantly visible only then you can become familiar to your visitors. When you publish content regularly it gives everybody a reason to talk about it and consequently, maintain a buzz around it.

With the right mix of relevancy and regularity you can create engaging content that encourages your visitors and your friends and followers on social networking websites to engage in conversations with you and establish long-term relationships that eventually may turn into business partnerships.