Writing Human to Human: The Similarities and Differences between Writing for B2B vs B2C

Historically, key differences between B2B and B2C businesses have been recognized and guidelines adhered to, in terms of communication, customer relationships, website design and functionality as well as content marketing and writing style. However, the movement towards B2B2C and the increasing number of B2B businesses expecting a B2C-like experience online begs the question – are these differences really for the benefit of everyone – or anyone at all?

Of course, some key differences will remain. B2B businesses will still have a need to log in and access historic invoices, request quotes, and re-order in bulk, but these are not dissimilar to features available to B2C Amazon customers, who can log in to see order history and choose to re-order, or schedule regular delivery of certain products.

Below we explore the differences and similarities between writing for B2B and B2C, to encourage better copy, greater engagement and drive revenue.

B2B vs B2C Marketing: What are the Differences?

There are well known differences between marketing for B2B and B2C. Here are just a few widely recognized factors that often influence content writing decisions.

  • B2B readers understand and expect related jargon, B2C readers do not.
  • B2B companies have longstanding relationships with their customers, B2C companies do not.
  • B2B sales are driven by logic, B2C sales are emotionally driven.
  • B2B purchasing decisions are made by committee, B2C sales are made by individuals.

From this brief overview, it seems that B2B and B2C buyers are poles apart, and therefore should be marketed to quite differently. Let’s take a moment to explore the truth in this, by assessing the similarities.

B2B vs B2C Content Writing: What are the Similarities?

Like many things in our world, there is perhaps more rooms for a gray interpretation of these guidelines than the black and white we initially see. Here’s how similarities between B2B and B2C customers can be applied to how content is written:

B2B and B2C Readers Need Insightful Content that Tells Them Something New

Whether you’re writing for B2B or B2C readers, it’s essential you write something that’s worth reading. Whether you’re sharing industry insight, telling your readers about latest trends or writing to entertain, your content must be unique and worth their time.

B2B and B2C Readers Appreciate Well-Written, Easy-to-Read Content

Sure, B2B readers have niche industry knowledge and an understanding of jargon and terminology out of a B2C audiences reach and interest. However, that doesn’t mean they want to be bogged down by unnecessary detail, or to read five words when one would suffice. Everyone wants to find the information they need, as enjoyably as possible. B2B and B2C readers all appreciate well-written content that is concise and easy to read.

B2B and B2C Readers Look for Connection

Everyone wants to be understood. As above, B2B companies tend to have closer, long-term relationships with their customers, than B2C businesses do. This doesn’t stop B2C companies from reaching out and trying to engage and connect with their readers, in fact they’re far more likely to use this tactic than B2B marketers. Emotional connection is hugely powerful. Almost all purchasing decisions are thought to be based on emotion, according to research into ads, MRI scans and more.

B2B and B2C Content Needs to Appeal to the Person Behind the Screen

Writers of both B2B and B2C content need to appeal to a real person behind the screen. At the end of the day, while bots are a consideration, we should all be writing human to human. Sure, your B2B buyer might be more inclined to make a purchase due to logical reasoning and consider specifications, but the reason behind this may also be one that is emotional, for example, a drive to demonstrate their industry knowledge and impress their boss. To that end, you’ll benefit from putting yourself in your B2B readers shoes to write product descriptions and industry articles that demonstrate passion and instigate an emotional response as well as a logical one. This way, your reader will know how to be passionate, should they be required to present their purchasing suggestion to a team before the decision is made.

Why is Writing Human to Human Important?

Harnessing a good understanding of how to write for your reader is essential to successful content and conversion. From product descriptions to blog posts, the way we write can lead our users and assist the customer journey or dissuade them from going any further. Creating high quality content is also essential to SEO success.

Write for Your Reader

Writing for every unique audience is an art form. Contact Americaneagle.com to develop your brand voice and write to engage your B2B or B2C readers with the content they need and desire.

About Author

Rachel Bennett
Rachel joined the Americaneagle.com team four years ago and is based at our London office. Rachel is a Digital Marketer and Content Writer. She works with clients to improve SEO and UX, run email and social campaigns and more. She also writes content for a wide range of clients, including blog posts, landing pages and whitepapers. Rachel has experience working within the web industry on various content management systems. Rachel studied for her BA in English Studies at The University of Nottingham, England. She enjoys drawing and travel.

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