B2B or B2C Copywriting: What’s the Difference?

Do you write B2B or B2C? Both? Or something else (W2N, maybe — writer to no one, because nobody’s reading it?) If you’re like many writers, you started out by dipping your toes in every kind of writing just to put food in the fridge. You may still be trying to discover which kinds of work really align with your talents and interests. If you’re a copywriter, it’s a good idea to specialize. This often means choosing to focus on either B2B or B2C writing.

But first, let’s talk about the differences between B2B and B2C writing.

B2B or B2C Writing

The key difference between B2B and B2C writing is the target audience. B2B means “business to business,” while B2C means “business to consumer.” While it’s true that B2B content might sometimes be drier than B2C content, the tone or style of writing isn’t the main difference here — it’s who’s going to be reading it.

Here are examples of B2B writing:

  • Website copy, written to sell a product to another business. Example: the website of a furniture company that sells bulk office furniture to corporations.
  • Technical writing like specifications and catalogs. Example: A rooftop fall protection company’s product catalog that building managers will read
  • Articles and blog posts. Example: An article by a law firm called “How to Hire a Small Business Lawyer,” targeted at small businesses.
  • eBooks: Print or digital print-on-demand books for companies to sell a product or service to other businesses.

Here are examples of B2C writing:

  • A Facebook ad for a jewelry company, meant to entice young women between age 20-30 to visit a jewelry store’s website.
  • Infographic content. Example: A dog treat subscription box service’s infographic that they share on social media to attract consumers to their service.
  • Consumer nonfiction publications: Books, magazines, newspapers, trade publications, digital versions of these.
  • Consumer fiction publications: Books, magazines, literary journals, anthologies.
  • Entertainment blogs: Multi-author blogs (MABs), single-author blogs, corporate blogs
  • eBooks: Print or digital print-on-demand books for consumers to read to be entertained or educated.

There are tons more examples, but you get the idea.

So, which kind should you do? If you have a background in marketing, business, or consulting, you might excel at B2B. Because B2B can be technical, this type of writing is also great for those who appreciate simplicity (or those who, like me, would rather save most of their creative juices for personal projects).

If you’re the type to write with a flourish, a sense of humor, or a ton of opinion, you may be happier seeking opportunities where you can let your voice shine. This most often happens in the B2C realm. The downside of this type of writing, especially if you’re writing for the internet and infusing your work with your personality, is the backlash from trolls. And depending on your subject matter expertise, it can be difficult to find consistent paying work in this category.

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