The difference between B2B and B2C marketing often causes confusion when business owners are not met with those terms.

At first glance, someone might say there are no differences since you are selling products to people.

The statement in itself is correct, but it is not accurate. People act differently depending on the environment you interact with them.

And the difference is quite easy to understand when you meet both of those sides.

In today's article, we will discuss the differences between B2B vs B2C content marketing and back our claims with specific examples.

So let us begin!

What Are the Goals Of B2B And B2C Content Marketing?

Focus points and goals are the foundation elements of every marketing strategy.

Defining goals is crucial for a successful campaign, and here is how we do it for B2B and B2C:

  • We can define B2B goals as creating leads and long sales commitments.
  • B2C goals are broad public brand awareness and boosting impulse sales.

As you can see, goals B2B vs B2C content marketing overlap in some areas, but differences grow as you develop your campaign.


Marketers use public announcements like radio jingles or billboards to increase impulse shopping habits.

For instance, monthly expenses for spontaneous buying are on the rise and currently sit at $314.


On the other hand, disruptions in the last two years forced most businesses to look for robust resource supply and pay a premium for it.

However, building an image of a reliable partner is a slow process.

For long-term commitment, it is essential to have the trust of the decision-maker in the company.

With goals explained like this: visions B2B vs B2C content marketing looks poles apart.

Now we can look into the main segments of marketing campaigns and compare examples for each.

Stay with us to learn more.

How B2B And B2C Content Approach the Same Marketing Processes

We have selected a few Marketing processes that we find interesting.

In addition, we will compare B2B vs B2C content marketing practices and how they change to accommodate customers.

1. Customers Personality Traits

Every professional has a business persona and a private one. We can observe it in all aspects.

For example, a Hedge fund manager's uniform is a business suit and tie in conservative colors, but off work, he wears shorts and a Hard Rock Cafe T-shirt.

B2B Personality Traits

The focus of the first persona (buyer persona) is on the return on investment

People responsible for signing contracts are accountable for company assets and their reputation or, in extreme cases, their jobs.

For these reasons, trust in potential partners and rational decisions are the main driving force for B2B buyers.

Still, remember that personal preference plays a significant role in decision-making.

Besides pure facts, adding themes that are non-business related but important to your lead will give you an advantage over competitors.

For instance, Italian cheese makers will appreciate you discussing saving local traditions and family values.

B2C Personality Traits

The second persona makes most purchasing decisions based on personal needs and desires.

Wide-reaching traditional campaigns like Magazine ads and TV commercials with bright colors and catchy tunes inspire positive feelings associated with the product.

A similar technique is used by shopping malls, with music playing all the time over speakers to lift the mood and generate impulsive shopping.

For example, a poll shows that buying habits are mostly spontaneous for 73% of US citizens.

2. Writing Style And Tone Used In Product Presentation

There is a lot of writing involved in content marketing, but you can't just write anything.

Instead, you should match your vocabulary, writing style, and tone to the audience you're trying to reach.

Your language should reflect the differences between the target audiences of B2B and B2C businesses.

B2B Writing Style And Tone

Communication between companies always have a more formal tone as a sign of professional courtesy and a tool to present your company in the same manner.

Company expertise is important, and you can boost it with the proper use of industry jargon.

B2C Writing Style And Tone

You'll need to use more straightforward, simple language in B2C content marketing.

You need to ensure that your brand's messaging is understandable to all your ideal customers because their age, education, and background probably vary somewhat.

Since buying decisions are frequently impulsive, you'll also want to use emotional language that appeals to their emotions or alleviates their pain points.

Pro Tip

You are looking for a balanced tone, which is not easy every time. You want to be polite and persuasive, but there is a possibility that you come across as wooden and forceful.

To find the right balance, you can use TextCortex“Tone” writing assistance to find the best form for your message.

Simply highlight the original text and select the “Tone” option from the rewriting menu.

On the tip of your fingers, you have 10+ tone settings for different types of narratives.

3. How You Lead Person To Position Of Buyer

The 3 main steps of the buyer's journey are awareness, consideration, and decision.

Companies create content inviting people to take the next step.

However, the buyer's journey advances at different rates when comparing B2B vs. B2C content marketing.

B2B Sales Strategy

Long is the B2B buyer's journey.

A B2B consumer must first recognize their business needs. And, at this stage, content can help shine a light on obstacles preventing businesses from achieving their full potential.

When building awareness, there is no need to make a product a centerpiece of content, just a side note of possibilities.

Positioning your company as an expert in the field at this stage is crucial.  

At the consideration stage, the customers are actively looking for solutions. 

Here, the company should provide content that showcases the product's full potential to effectively influence customer’s decision making, as the final stage of the sales funnel.

B2C Sales Strategy

The transition process for B2C is much quicker. It relies on snap decisions made in the heat of the moment.

Customers will identify a need or desire, locate a product or service that will satisfy it, and then make a purchase.

B2C brands place a lot of emphasis on brand positioning and awareness because much less thought and consideration are involved.

You're in a great position if your brand is the first thing that comes to mind when customers need to satisfy a particular need or want.

The dynamic field of B2C marketing requires that your campaign also needs to change fast, so you do not lose momentum and recognition.

4. Type Of Content Favored By the Customer

When starting a campaign, it is important to consider all channels and prepare to massage all platforms.

Both B2B and B2C can use all types of content, but some of them are better suited than others.

B2B Content Type

B2B content is thriving on Linkedin but not so much on other social networks like Facebook or Instagram.

More suitable content forms are blog posts, whitepapers, and ebooks since they allow the present product in detail.

In the last couple of years, we can witness an expansion of video content like testimonials, podcasts, and webinars with experts talking about industry problems and solutions.

B2C Content Type

Many experts claim that social media has the largest return on investment when it comes to B2C marketing.

Social media, besides placing ads, can be used to interact with customers.

Additionally, interactive tools like Instagram's polls and questionnaires let you ask questions, get feedback from your followers, and learn more about purchasing motivations.

If you have created virtual personas of the target audience, you will have an idea of preferred social media platforms, which will help you formulate a content creation strategy.

Pro Tip 

You can write compelling content for your products using AI writing tools. The latest one making waves is the TextCortext add-on with the ZenoChat feature.

You can ask an AI tool to generate whole text from simple conversational input.

Doing so can increase engagement, cut your writing time in half, and, most importantly, increase your chances of conversion.

You can also edit already-existing content using its sophisticated features, such as summarizing, rewriting, changing the tone, expanding, etc.

What’s more, Brainstorming features allow you to create an outline for long-form content that answers the most frequent inquiries on search engines.


Simply highlight the text you want to change and select the appropriate option from the rewriting menu to begin using the TextCortex add-on.

Final Thoughts 

We hope you picked up some valuable lessons from this article that will help you create better content both for B2B and B2C targeted groups.

However, driving sales using proper content tactics can save you a lot of money, time, and missed opportunities.

TextCortex add-on can help you with that.


TextCortex offers an arsenal of features such as: 

☑ ZenoChat – an AI bot that can generate text from conversational inquiry.

☑ Rewrite – Tweak you content to get coherent, clear, and readable content.

Summarize –  Create a concise version of a larger pieces for brief summary.

☑ Expand – Add more details to the original text.

Autocomplete – Get full paragraphs from random thoughts.

☑ Translate – Write content in 10+ different languages for wider audiences.

Tone – Shift between different narratives to evoke different responses.

☑ Text-to-speech – Validate your content aloud.

☑ Brainstorming – Get your first draft of ideas by simply pressing Ctrl+Shift+K.

☑ 60+ AI Templates – AI-generate various content forms based on keywords.

What Do You Need For TextCortex Implementation?

🌈 Drive to speed up your writing process.

🌈 A will to build your knowledge about the latest AI capabilities.

🌈 Simple sign-up without your credit card information.

Are you interested to see how TexCortex can help you and your organization?

There are more than 60 templates and 10 rewriting features waiting for you to try them.

Claim your 10 free daily creations to see how TextCortex enhances your writing opportunities and improve your content marketing efforts. 


Influencers In B2B VS B2C?

Influencers are great assets for B2C marketing campaigns with their creative freedom.

On the other hand B2B has a lot of limitations due experts relations in industry and regulations that apply to them.

Is B2B Harder Than B2C?

In some aspects it is harder due limitations in creativity and increased number of stakeholders influencing content and slowing down the writing process.

Does A B2B Writer Make More Money Than B2C?

The simple answer is “No.” B2B writers' contracts are larger, but B2C is more scalable and requires less time learning about the industry you’re writing about.

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