• B2B copywriting vs B2C copywriting


B2C Vs. B2B Copywriting

Jess Barnes, Content Writer @Article-Writing.co

Posted On: October 26, 2018

Knowing the difference between B2C and B2B copywriting and how to use each effectively will make all the difference in how you write and market your content. Below, learn about what each of these types of copywriting are and how you can use different methods with each to create copy that converts for your website.

B2C Copywriting Definition, Techniques, and Uses

B2C stands for Business to Consumer. This type of writing applies to any copy you, as a business, create for your consumers. When you’re writing to your customers, you’ll be working toward helping them make the decision to purchase your product or services.

When you’re writing directly to an individual consumer, there are some things you should keep in mind in order to create the best possible content.

  • You’ll want to write to a wide audience because you won’t know exactly who might be reading your content.
  • Generally, B2C copy can have a much lighter tone and be written in a more conversational style that your audience will feel comfortable with.
  • B2C content should appeal to emotions. You might write copy that tugs at the heart strings, makes your audience laugh, or invokes a feeling of nostalgia in order to persuade your audience to take action.
  • When publishing your writing, find your audience where they’re at. B2C writing works well on channels like social media where you’ll find a large group of people that can easily share your information.

B2B Copywriting Definition, Techniques, and Uses


B2B stands for Business to Business. This copywriting strategy includes anything that’s written by one business and directed to another business. B2B writing refers to writing one business does when they’re selling products or services to another business.

Why does it matter if you’re selling to a company rather than an individual? There are a few things that will change your writing strategy if this is the case.

  • You’ll likely be writing to a group of people who are making purchasing decisions, rather than just one person making a decision for themselves.
  • Your writing should generally have a more professional tone, as you’ll be writing to other professionals rather than trying to gear your writing toward a wide audience.
  • You’ll be able to get much more specific about some details. These are the details that people in the industry you’re selling to will need to know in order to make an informed decision.
  • When writing to a business audience, you’ll need to be more direct to get your message where it needs to go. Consider sending direct messages or emails to the people you need to get in touch with.

After you’ve defined your audience, you’ll know whether you should be using B2B or B2C techniques for your copywriting. Keep those techniques in mind as you plan, write, and publish your writing to reach your audience and make more sales.


Need help writing?

Whether you’re in need of B2C or B2B content, Article-Writingcan help. Contact us today to find out how we can help you create your content strategy and reach your target audience.

The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business. 

Seems easy, right? 

Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay! 

Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action. 

As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals. 

Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content. 

Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:

  • Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet. 
  • Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform. 
  • Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
  • Find where your current and potential audience is active online.  Catch their attention by being active and sharing your content marketing materials on these platforms.
  • Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve. 
  • Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience. 


Case Study: How Strategic Content Marketing Can Broaden Your Audience

In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.

Dr. Desai’s COVID PreCheck App Content Marketing

For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread. 

Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes

By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope. 

Ready to Invest In Your Article-Writing.co Thought Leadership Package? 

At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package

Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.