What’s the Difference between B2B and B2C Writing?

Freelance writers who provide content marketing services typically have two options for potential clients – B2B or B2C. And if you’re promoting your new freelance writing business, it’s essential that you understand the differences between the two so you can appropriately market your services and build your client base.

So, what’s the difference between B2B and B2C writing? We’ve got the answers right here! In this post, we’ll discuss what each means and whether you should pick one to focus your business on. Keep reading to learn more!

What Do B2B and B2C Mean?

B2B (business-to-business) and B2C (business-to-customer) are two distinct forms of content marketing, each with their own style of writing and target audience.

B2B content writing refers to content that is specifically intended for businesses, rather than individual consumers. It addresses specific challenges or problems that businesses face and provides solutions or strategies to overcome them.

B2C writing is content created by businesses and aimed at individual consumers. It typically focuses more on appealing to emotions and connecting with customers on a personal level.

B2B vs. B2B Writing: 4 Key Differences

While the goal of both B2B and B2C content writing is typically to increase website traffic and/or sales, there are some key differences between the two:

1. Target Audience

When it comes to blog posts and articles, the main difference between B2B and B2C writing is the target audience. B2B content is written by businesses for businesses. For instance, Hubspot’s blog posts demonstrate how they market their sales and customer relationship software to other businesses.

B2C content is aimed directly at a business’s individual consumers. For instance, fast food company Wendy’s has a blog that features topics that would interest and entertain their customer base, such as this article on new menu items. The company may use fictional customer profiles, also known as buyer personas, to better understand the type of content their customer base might want to see.

2. Goals and Objectives

The primary goal of B2B writing is to influence the key decision makers within a business with a focus on providing solutions to specific problems the business may be having. This can often take the form of case studies. For example, this WeWork article describes how one company leveraged flexible office space to expand their global reach.

B2C content is meant to engage the intended audience and encourage them to take an immediate action, such as purchasing a product or subscribing to a newsletter, so it typically includes more sales-oriented language and calls to action. For example, this web copy from Mailchimp ends by encouraging readers to subscribe to a weekly marketing tips newsletter.

3. Tone

Due to their very distinct audiences, B2B and B2C writing tend to have very different tones. Since B2B content is directed at industry insiders, it uses a formal, professional tone that includes industry-specific jargon and terminology (e.g., this Salesforce blog post).

B2C content appeals directly to the consumer’s emotions, so articles generally include more entertaining and relatable elements (e.g., humor, nostalgia, storytelling techniques). For example, this HelloFresh blog post appeals to the reader’s desire to try different varieties of pizza without having to order delivery.

4. Length of the Content

B2C content is meant to grab and keep the reader’s attention, so it’s typically shorter than B2B content, which is often more in-depth and technical. B2C content is also usually optimized for mobile devices since that’s how many people consume website content.

Should You Pick a Niche?

Some freelance writers prefer to specialize in either B2B or B2C writing, and some prefer to offer both to their clients. There are benefits to choosing a niche, such as:

• Increased subject matter credibility
• The potential for higher rates
• An improved marketing strategy

However, if you’re a new freelance writer, it can work in your favor to gain experience with both B2B and B2C writing. You can always decide to focus on one over the other down the line after you’ve established your business.

Becoming A Freelance Writer

Are you interested in learning more about what it takes to make it as a freelance writer? Check out our comprehensive Becoming A Freelance Writer course. It teaches you everything you need to know to launch your freelance writing business. Claim your free trial and get started today!