B2B and B2C Content - How Does it Differ?
Whatever type of content you’re putting out there, you will be keen to make sure that it reaches the right audience. One of the easiest things to do is throw together some content and post it online, but that doesn’t mean it is going to do your business any good. Poorly written content, ill-informed and directed towards the wrong audience can actually do your online presence more harm than good. Getting content put out online is a great idea, but it is essential it is well-thought-out and put together correctly.
B2B and B2C Content – How Does it Differ?
B2B vs. B2C content differs because you’re going to be creating for different audiences. We know that consumers are much more likely to purchase emotionally – last minute even as they decide that the product on offer is something they simply can’t miss out on. Content for consumers should talk about their lives and how what you’re offering can improve things for them. If you’re looking for B2B content marketing then you should be considering what a business would want to know before they decide to use you.
Remember that often, the first person to read your content isn’t the company decision-maker. You need to put together content in a way that helps them know exactly what you offer, how it can benefit their company and what they need to tell the decision-makers in their company in order to make sure they chose you.
Who Are You Targeting?
When you’re brainstorming ideas for content and deciding what to publish next you should make sure that you consider your audience. Marketing Business to Business (B2B) and Business to Consumer (B2C) are two very different things and should be approached differently. Content is never a one-size-fits-all approach and if you start approaching consumer customers in the same way you would another business you’ll probably find you don’t get very far. But, what are the differences?
The Goals That They Have
A personal vs. a business will be using the internet to search for very different answers and this is something that you should think about when piecing together a content strategy. If you are looking to target a business with your content then the things they are likely to find important are brand awareness, how you generate leads and how people engage with your content. Although consumers will look for similar, they’ll want to know what you offer for loyal customers and why they should shop with you. Consumers tend to make much more emotional and personal choices when it comes to shopping so this is something that you should keep in mind when you’re putting together content for a largely consumer audience.
How Is The Reader Motivated?
When putting together content, you need to consider who will be reading or viewing what you are putting out there and how they are likely to be motivated. Business 2 Business content should be approached in a way that shows what value you offer. Businesses aren’t always worried about the cost but they certainly want to know that they are getting good value for money. Don’t be afraid to use data and show them why you are the best company for the job. Statistics that prove you are capable for the job at hand, successes stories and proof you have the equipment needed is a good way to help motivate the decision-maker. Remember that businesses often have more than one person involved in the decision-making process so you want to create content that resonates with all of them. This is something you should consider when you are deciding on the route you’re taking with your B2B content marketing.
On the flip side of this, consumers are much more driven by emotions. They want to know that they’re going to feel good by buying the product or investing in the service that they offer. Using words that play to a consumers emotions and talk to them about what they’re missing out on by not having what you offer is a great way to generate sales. If the product you are offering is likely to help them then talk lots about the problems they may have and how this could be making them feel and then lots of buzz words around how you can solve this for them and take all of their problems away. This gives a real feel-good factor and is a good way to encourage consumers to take the plunge and buy from you.
Telling Them Who You Are
If you’re approaching a business then they want to know about the brand they are dealing with. For example, when selling a house a property development business is going to want to know lots about what houses you have sold before, whether these sold for the asking price and how quickly things were completed. You are unlikely to be dealing with the same person within the property development business every time so it isn’t important for them to feel a connection or want to use the company. Instead, they’re looking for data-driven statistics that prove why an estate agent is the best company for the job.
However, selling a house for a consumer can be a big deal. A house is likely to be the largest asset they own and it will be a big decision to change this. When choosing an estate agent, they will want to know who will be holding their hand through the whole process. It will be important for them to like the person who will be helping them to sell and most importantly they’ll need to be able to trust them. Being personable, friendly and approachable is important for estate agents when putting out business to consumer content because this is exactly what homeowners will be looking for.
USING CONTENT TO BUILD RELATIONSHIPS
Whether you are writing for B2B or B2C, the fact is that you are looking to establish relationships. The difference between the two is the kind of relationship that you are looking to form. The type of relationship, and the way that they are formed, will vary so let’s take a look:
If you are writing B2B content you are looking at establishing long-term personal relationships. Your content is an ideal opportunity to tell other businesses all about you, your morals, your ethics, and your values.
If you are in a B2B sector then you’ll already know that repeat business is a necessity. Using content to build and develop relationships can keep your customers coming back and after all, that is your goal.
When writing for B2C the relationship that you are trying to establish is quite different. You are looking at a transactional relationship – one where you have built enough trust in your product or service for someone to go ahead and buy.
There is a need to encourage people to go ahead and buy and the long-term relationship is not always as important as it is when looking at B2B.
CONTENT AND BRAND BUILDING
Of course, an important part of what your content achieves comes in helping to build your brand. Again, how this is done in terms of B2B and B2C, and the end goals, will have some differences:
B2B – Branding to build a relationship
As we have just seen, relationships are vital to survival if you are in B2B. You have the opportunity to use your content to create a brand that resonates with the businesses that you want to be working with.
Used correctly, your content can position you as a market leader, but it can also allow your personality to come through. This is vital to building those long-term relationships.
B2C – A short sharp message
B2C content works a little different when it comes to building a brand. Content here should be looking at customer emotions and how your words can connect with these. Whereas in B2B, there is ongoing communication, in B2C the interaction is minimal. This means that your content plays a bigger part in creating a brand.
Your content needs to sell your product, but at the same time, it needs to inspire trust and confidence in your business. If you are looking for loyal, returning, customers, honing your brand through content can help this.
CONTENT AND THE DECISION-MAKING PROCESS
B2B and B2C content give your customers a great deal of information. Although their entire buying decision may be based on numerous factors, the content that you generate is certainly an important part of the jigsaw. Just how it works will vary between the two:
B2B – Open communication
B2B content writers are looking to achieve open communication. Doing this allows a business to really get to know another and to decide if they are a good fit when it comes to working together. You can use your content to appeal to a business’ rational decision-making process.
You should of course be using your content to show how you outperform your competitors, but by encouraging two-way communication, you can ensure that you start to build those all-important relationships. This will all help to bring your target business around to making the decision to work with you.
B2C – Keep it all simple
Conversely, B2C content doesn’t need to encourage two-way communication. Instead, those writing content for B2C are looking to influence buyers quickly and to encourage them to buy. To do this, you need to keep things as simple as possible so that the decision is an obvious one – to buy!
If you don’t make the decision-making process an easy one, consumers will happily leave your site and go elsewhere. With B2B there are more chances to create the right impression than there are with B2C.
TONE AND LANGUAGE
Producing B2B and B2C content will see the need to use different tones as well as considering the language that you are using. Here are the main differences:
B2B – Be the expert
If you are trying to persuade a business to use your services for the long term, or to invest a substantial sum in software that you provide, how you set the tone can make all of the difference. Yes, people buy from people, but when looking to invest, do you think that a business wants a fluffy article that doesn’t really reveal anything? Of course not.
Your B2B content needs to position you as the expert. You should be using the language that those in your industry are using and you should be precise when it comes to the benefits that you offer. Fluff will not inspire confidence.
B2C – Be emotional
With B2C content, you don’t want to baffling readers with technical terms that they neither understand nor care about. Straight forward language that avoids jargon is the way forward here. Overly complicating your content will just see customers turn elsewhere.
When a consumer is buying, they want it to be an enjoyable experience. Your content should add to this. It should be written in such a way that it resonates with emotions and gives your reader that feel-good experience. If your content takes away from the excitement of the purchase then the chances are that you are going to lose the sale.
Whether you’re putting out written content, infographics, YouTube videos or TikToks, the goal should always be the same. To put out well-researched, accurate and easy to understand content. Whether you’re looking at B2C content marketing or you’re putting together a B2B content marketing strategy the end goal should always be the same. To promote your business, product or service in a way that the audience can understand, digest easily and make the (right) decision to use you!