5 Differences Between B2C and B2B Content Writing

Here are five key differences between the two styles of writing content.

5 Differences Between B2C and B2B Content Writing

It’s difficult to write the perfect copy for your B2C and B2B websites. Luckily, there are some key differences that can help you get started.

B2C is short for Business-to-Customer. They are focused on the needs of the customer and try their best to meet those needs. B2B is short for Business-to-Business. They are focused on getting their message across to prospective customers and finding out who they will be working with in order to accomplish this goal.

This does not mean that one type of copywriting is better than another, but it does mean that both types have a different focus and purpose in mind when writing copy. Here are five key differences between the two styles of writing content.

Different goals for each style of writing

The difference in goals is one of the first differences that you may notice.

B2B copywriters are focused on reaching their goal of making a sale and getting their product or service into the hands of someone that is willing to buy it.

B2C copywriters are focused on providing the customer with information that will help them make decisions about their purchase. This can also mean providing them with additional information about your products or services.

Another difference between B2B and B2C copywriting is how they are written.

B2B copywriting is typically much more formal than content for B2C websites. This means that you will be using more industry terms, giving your website a professional feel, and writing in a manner that is expected by those who have gone through training in the industry before.

On the other hand, B2C copywriting feels like it’s more conversational, casual, and natural-sounding as opposed to sounding formal and too business-like.

The third difference between these two types of writing is what they cover.

While both types cover certain topics (such as products or services), it’s important to remember that when writing for either type of audience, your focus will be different depending on what you want to put out there for the world to see.

For example, if you’re writing a blog post for your website about cookies but you want this article to reach people who are interested in cooking recipes or baking tips, then you’re going to need to make sure that your post is interesting, creative, and descriptive.

If you’re writing a blog post about your new line of designer oven mitts for sale, then there probably isn’t as much room for creative flair because not everyone knows the industry lingo or what the newest trends are.

Your writing style can vary depending on both of these factors. This means that you want to experiment with different styles, angles, and approaches in order to find the best fit for your audience.

B2C vs. B2B content

B2C copywriting is written for the customer and is focused on meeting the needs of their customers. B2B copywriting is written for potential customers, but this type of content is also focused on getting their message across to prospective customers.

Customer vs. Prospect

One of the major differences between B2C and B2B content is that they have different audiences. B2C content should be written with the needs of a customer in mind, while B2B content should be written with the needs of a prospect in mind.

A customer might be interested in ordering your product, while a prospect might want to learn more about your company and its services before making a purchase or joining your cause.

Asking vs Telling

Another key difference between B2A and B2B copywriting is that they use different words to convey the same meaning. In B2C content, you might ask someone if they need help with something instead of telling them what you can help them with.

In B2B copywriting, you might tell people what your company does instead of asking if they want to work with you or not. This can also apply to achievements or advantages that you offer as well as how much money it would cost for someone to work with you versus other companies offering similar services at similar rates.

B2C vs B2B Websites

According to Hubspot, there are many differences between B2B and B2C websites. For example, "the number one priority of a page on an eCommerce site is revenue while the number one priority for non-eCommerce websites is engagement."

Another difference that Hubspot noted was, "B2C sites tend to be more design-focused and feature phone-specific layouts without as much white space or supporting content as B2B sites."

The main difference between both types of websites is how they're written. Here's a short summary:

B2C Websites:

Designed for an individual consumer, with the goal of making the reader buy a product or service.

B2C websites are focused on finding out what the customer wants to purchase, creating an emotional connection with the potential buyer, and using techniques that would be attractive to their user base.

B2B Websites:

Designed for businesses who want to find clients, partners, investors, etc. B2B sites want to establish themselves as a credible and trustworthy company.

They want to show that they're the best option for their target audience and that they're worth investing in.

This type of site is focused on making the reader interested in what services or products you offer, how you can help them, or why they should invest in your company.

Don’t forget to format your article so that it looks nice on the page. This means making use of subheadings and bullets, if necessary, in order to separate important information.

Also, try to avoid having large blocks of text with only one sentence because this can be overwhelming for your reader and discourage them from continuing reading your content.

On the other hand, you don't want to have too many subheadings and bullets because this can make your content look unorganized. Instead, try breaking up large chunks of text into smaller sentences so that it's easier for the reader to follow along with what you're trying to say.

Differences in tone and language

B2C copywriting is more likely to use informal language and a conversational style. B2B copywriting, on the other hand, has a more professional tone and language, as it is trying to make a lasting impression with its audience.

Another difference between the two types of writing is that B2C copywriting is more likely to be focused on solving an issue. B2B copywriting seems to be more business-focused in nature, focusing on how they can help their customer solve their problems or accomplish their goals.

Finally, B2C typically focuses on branding while B2B tends to focus more heavily on conveying information. This means that with B2B, you will often find longer and denser paragraphs than those found with B2C.

Differences in content structure

B2C websites are more likely to focus on a user’s needs and want.

They might ask questions like

“What do you want?“

“What will help you?”

B2B websites are more likely to focus on the company and its products. They might say things like “Let us show you how our products can help your team be more productive or increase profits."

B2C copywriting is also focused on social media, while B2B copywriting is not as much. B2C copywriting is often written in the first person, while B2B copywriting is focused on the third-person perspective.

In addition, B2B content often uses numbers and statistics to support the claims being made by the company, while B2B content does not use the same level of detail that is found in writing for the customer.

Difference in subject matter

B2C copywriting is focused on the needs of the customer. They are in tune with their needs and want to be able to meet them as best as possible. B2B, on the other hand, is focused on finding out who they need to work with in order to complete a project.

They are not concerned about what the customer wants but about what customers need. This means that there is a lot more technical information involved in B2B copywriting versus B2C copywriting.

Difference in target audience

The target audiences for B2C and B2B content are different. B2C is more focused on the needs of their customer and addressing those needs, while B2B is trying to find new prospects through their content. B2C is also more interested in finding out what they can do for their customers in order to improve their customer experience.

Difference in communication process between the two types of copywriting.

The communication process between B2C and B2B writing is different. For instance, B2C content is more focused on getting their customer’s attention through conversation or storytelling while B2B copywriting aims to convince people using facts, statistics, and/or data to back up their claims.

Also, the tone of B2C copywriting is more casual and friendly than B2B copywriting, which tends to be formal and business-like.


B2C and B2B copywriting are similar in the sense that they are both used to communicate a message to an audience. However, there are some fundamental differences between the two types of writing. These include tone, language, structure, the focus of the content, subject matter, target audience, and communication process.

Next time you're looking for a copywriter, make sure you find someone who is well-versed in writing for a business-to-consumer (B2C) audience.

If you're looking to hire an agency or freelancer for your B2C or B2B copywriting, you can contact us.

We have a network of talented copywriters from around the world.

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