B2B vs B2C Content: Different and Similar

know-your-audience-dinahsnow-185033When it comes to writing content for other businesses, does it make a difference who their clients are? If you said no, you might be surprised. Blogging is not just about putting words on a page to promote a product or service. The style, format and content can vary greatly depending on who you are writing for and why.

When writing for business websites, one of the biggest misconceptions is that customers are customers. But that is not true. Your written content needs to be about topics that consumers are interested in or they won’t read it.

Who the business is selling to plays a significant role in the type of content written as well as the format used. Writing for direct customers is very different than writing for business clients. If your business sells products services to other companies, Business-to-Business or B2B, the topic and tone of your article will be very different than content that is written to attract customers, Business-to-Customer or B2C marketing. B2B and B2C market strategies have very distinct differences that should also be reflected in the written material.

Customers are looking for something to fill an instant need. Their reasons for purchasing a product or service are more personal and there is often an emotional connection to the purchase. Customers often know what they want but they don’t always know a lot about the product or service they are buying. Therefore, it’s up to the sales associate or company to inform the buyer about the product. Customers will seek information based on their individual needs. Their interactions with a company are often brief and immediate.

Consumer based content should be able to inform the purchaser and tell them why that company is the best option. The content should answer their questions in a friendly, informal, easy to read format that is as interesting as it is informative.

Corporate clients are looking for products or services that will improve their business or help their company grow. They usually do their own research on a product or service and are very analytical with their purchases. There is no emotional investment because it is strictly a business deal. Business owners spend more time looking at the different products, services and companies because they want maximum the benefits for their company. Because the transaction is not short term or immediate, relationship building is crucial when selling to company owners. The content written should therefore be more sophisticated and focus on the relationship building between the two companies.

But while these two types of marketing plans are different, there are also similarities. Loyalty and value are essential for both types of clients. Company owners and direct customers appreciate businesses that are honest and handle their transactions with professionalism and integrity.  Consumers and corporations are also looking for the best deal. They both want to save money and get the most out of their purchase.

Regardless who your customers are, your blog posts should capture the consumers attention and interest them. When writing posts, your primary goal is to engage with your readers and fulfill a need by providing information that they are seeking.

At From The Heart Communication Services, we work closely with our clients to make sure that the content we write fits with their business plans. We have written engaging and original blogs for all types of businesses. We thoroughly research the market and consumer trends to provide the most compelling articles that your customers want to read. Contact us today to find out how we can help you.

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