All content is not created equal — when it comes to the efficacy of content creation for your B2B and B2C customers, you’ve got to take two very different approaches. What works for everyday consumers won’t work for business customers and that general rule spreads across every single piece of content you create and every single platform you publish on.


Today, we’re going to dig into how you can create written content that is tailored and published for a B2B audience.

What exactly do you mean by written content?  


For starters, written content describes any written material that educates and adds some kind of value to the lives of your audience. When building out your content marketing strategy, don’t ignore those seemingly smaller items. If you do, you’re at risk for inconsistency which means you’re not optimizing all the brand work you’re doing.


Your content plan should always include how copy is to be written for:

  • Social media posts
  • Email marketing copy
  • Ebooks and white papers
  • Articles and blog posts
  • SlideShare presentations
  • YouTube titles and descriptions
  • Podcast titles and descriptions


Don’t forget that even the smallest items — like a quick social media post — need to be written specifically for your target audience. You can’t share the same message to B2B and B2C customers and have it resonate with both. Remember that if you try to speak with everyone, you’ll wind up speaking to no one.

The core differences in messaging for B2B

We’ve delved deeper into this topic in another post, but here are the most important things you need to remember when creating content for your B2B customers. B2B customers will not chase fads and trends or make emotional purchases. They will have a longer sales cycle because there’s often an entire group of people who need to reach a consensus before any decisions are made. B2B customers need to see proof before purchase. They aren’t typically early adopters because they want to measure the success of others first.


The main thing to remember here is that the typical selling practices that work for consumer sales — creating urgency and building excitement — aren’t going to be effective for business customers who require time, consensus, and proof of success.

What type of written content should I create for B2B?

There are many different types of written content that you can create for your B2B customers. While some of the items on this list might work for B2C as well, they are definitely proven ways to connect with your B2B audience.


  • White papers
  • Blogging
  • Email marketing
  • LinkedIn articles
  • Medium articles


Other types of content that are popular to create are eBooks and Facebook posts, but those have shown to work better for B2C customers.

Where should I publish my content for B2B customers?

There are countless places you can publish and promote the content you create for your B2B audience, but here are some of the most important ones to consider in your overall strategy.


  • Host your own blog on your website to publish content
  • Create LinkedIn and Medium articles
  • Social media sites where your audience is active





Putting it all together


The key is to get your content in front of the people who want and need it. Here’s a great example of how you can put all these items together to create a content funnel for your prospective clients.


Step 1:

A user comes to your website because they’re interested in the product or service your company sells — maybe they found your blog in a Google search or maybe they saw a targeted ad on Facebook because they match your buyer persona.


Step 2:

As the user peruses your site, a pop-up appears with an offer for a free white paper. (You’ve done your research and have created a white paper you know your ideal client will want.)


Step 3:

The person trades their contact information for the opportunity to download this free white paper. They download it and the customer journey begins.


Step 4:

Now that this person has signed up for your email list, you’re going to start sending them your carefully crafted email marketing messages that are full of valuable, relevant content.


Step 5:

Eventually, this person is ready to buy and you’re the obvious answer because of all the valuable information you’ve provided. You’ve built trust and the customer feels like you already have a relationship.


That’s a pretty simplified version, but it demonstrates how all the pieces of written content work together to create that easy and intuitive flow of taking someone from being a complete stranger to wanting to do business with you.



Remember that when you’re creating and publishing content for a B2B audience, there are some key differences you need to consider throughout the entire process.