Are B2B and B2C writing styles all that different?
Ah, an oldie but a goodie.
If you’re anything like me, you have read a lot of content marketing blogs in your day (like, a lot). If you have, you’ll know that the topic of B2B vs B2C writing will pop up from time to time. It’s a hot topic and every content marketer has their opinion.
Many believe that B2B and B2C writing are two disciplines that should be treated differently. I get it, but only to a certain extent. B2B audiences need more information, they have bigger budgets and they represent an organisation. But, that’s it. In most other ways, they are similar. Go figure.
The target audience may be purchased under different circumstances, but that shouldn’t force us down two different roads. Great content has eliminated the divide between B2B and B2C. Good information is good information. People are people.
So, let’s dispel some of the biggest myths around this topic, shall we?
Myth #1 B2B Content Should Solely Focus On Being Informative & Practical
One of the biggest distinctions between B2C and B2B content is the messaging. B2C readers make their purchases based on an emotional connection, while B2B readers are driven by logic.
What this fails to consider, however, is the argument of basic human nature. It doesn’t matter if you are acting in a professional or personal capacity, the messaging should still be the same – appeal to the emotions, add value and be trustworthy.
B2B content should be logical and factual, of course, but it also needs to be compelling on a personal level.
Myth #2 B2B Content Can Get By On Jargon & Sales Talk
B2B content gets a bad rep for being jargon-heavy and ‘salesy’. To be honest, it usually is. According to a survey carried out by the Content Marketing Institute, 80% of B2B content marketers are focused on generating leads. That’s fine and well, but just because your audience understands the meaning “electroencephalography”, doesn’t mean the rest of your content should be a snooze fest. Sorry, science.
B2C copy is known to be engaging, relatable and an easy read. If you are writing for B2B, don’t think that these principles don’t apply to you. Connect with your audience on a level deeper than the sales pitch.
Myth #3 Buyer Personas Are Only Relevant For B2C Content
Big no, no. Uh-uh. Just no.
B2C businesses are very familiar with their buyer personas. They give their audience a name, age and interests. When you write for your B2C audience, you know to write to Jenny, aged 58 who recently started Tai Chi.
Convention has it that B2B marketers should be creating content that suits the masses. Try to do that and you’ll soon learn your audience equals zero.
Imagine standing in a boardroom pitching your content to the directors. Isn’t that terrifying? Just stop. Look up for a second and find your Jenny. She’s your hype girl. She’ll sing your praises after the meeting. There’s no need to try to please everyone.
To conclude, yes there are differences when it comes to writing for B2B and B2C audiences. There are different goals and objectives, but they are still more similar than different. When you write, write to your audience i.e. the ones who are going to make decisions based on the emotions, trust and respect you exude. Capeesh?