How to write effective B2C content
Does your business serve individual customers? If so, you know you have to create well-structured B2C content (business to consumer) to grab readers’ attention and turn it into excitement.
It’s not that difficult if you do some research before you publish your content.
There are 2 important steps to take before creating any content:
Setting content marketing goals
The goals for content for a B2C business can be very similar or the same as those for a B2B (business-to-business) company. Building brand awareness, bringing in new customers, and getting people to engage with your content are all important things that can be set as goals.
While it’s not always true, in most cases, B2B content should inform and educate, while B2C content should inspire and entertain.
For example, do you buy a cheeseburger in McDonalds because of their knowledge about food? Or because they educate you? No. You buy that cheeseburger because you saw their advertisements that made you laugh, entertained you, or left you craving a burger.
Know your audience
This is probably one of the most important step before creating content. It will shape the tone of writing and the topics that are interesting for your audience. If you are trying to retirees, your content will take a far different tone and style than you might use for college kids. If you want to appeal to stay-at-home moms, your content will look and feel differently than what you would create for a group of guys going on a fishing trip.
Now take a look at the kinds of B2C content you can create:
Content that answers questions
A content that answers a customer’s question resonates very well with all audiences.
This is effective because not only are you solving a problem, but also target a long-tail keyword that your audience is searching (the question you answer with the content).
There are a lot of different places you can go to find out what questions your customers are asking.
- Answer The Public
- Yahoo Answers
- Blog comments
- Social media pages and groups
Once you know what questions people ask, you have to create content that provides the answers.
This could mean writing a detailed blog post, building a fun infographic, or creating a video.
Content that sells
B2C customers are individuals who buy products or services for personal use. They are looking for deals, and often make a purchase driven by some kind of emotion (fear, hunger, competition).
Your content should inspire and address emotional satisfaction.
A B2C consumer often isn’t really looking for a long-term relationship with your brand. More than anything, they are searching for a solution to their problem, and once they have it, they often forget about the brand. Your content should focus on sending them to your sales funnel and guiding them toward the purchase.
You can do that by offering an incentive in exchange for their contact info.
Social media content
B2B social media content can be very similar to B2C content, this is because the use of social media often results in a comparable approach.
People go there to find products they need, to engage with a brand, and to express their feelings, their fears, and their motivation to purchase a product.
Social media goals are very similar too: find new customers, build brand awareness, and engage with followers.
A business blog is beneficial for both B2B and B2C businesses.
The main difference between the two is that while B2B content primarily focuses on educating the reader, B2C content makes the reader curious, entertains them or makes them laugh, or answers their questions.
Content that wakes up curiosity
A catchy headline or an informative first paragraph can awaken the reader’s curiosity and push them on their way to read more.
Even if the information is already out there on the internet in other blog posts or in YouTube videos, don’t be afraid to talk about a topic that has already been discussed.
It’s the way you tell your story. If your blog posts are unique, you don’t have to worry that your readers will push the back button because they already know the answers.
There are occasions in which readers will want to dive into a blog post and read and research every word of it, but sometimes they just want to look it over for its major bullet points.
Write to satisfy both types of readers.
Write detailed posts (which is also better for SEO purposes), but use bullets, lists, headings and sub-headings. This way your content is quickly scannable, but gives more in-depth explanation for those who want to soak it in.
Content with visuals
Impactful visuals can support your writing.
Whether it’s a stock photo or a compelling infographic, choose something relevant that draws attention, creates an emotional connection, or makes the content of the article clearer.
Content that creates urgency
We were talking about answering questions and waking up curiosity, but another content type is that with a call to action. If you want to move readers through your funnel, you need a compelling call to action.
Use words like:
- Sign up here
- Click here
- Buy now
- Tell your friends
These are 8 content types you can use as a B2C business. Don’t forget to start at the beginning, even if it’s not necessarily the most exciting part of the creative process.
Setting up goals and knowing your audience will shape the tone you use, the topics you will write about, and the questions you will answer.
After you engage with your readers through your content, you can turn them into subscribers or customers.