Regardless of what you’re writing, your first consideration should always be:
Who is my target audience?
At this stage, you need to understand whether your target audience is B2B (business-to-commercial enterprise) or B2C (business-to-consumer). That distinction is essential as you need to differentiate your tone of voice and your type of style.
So what is the difference between B2B and B2C content creation and storytelling? Here’s a shortlist of what you need to understand:
Take into consideration to whom you are talking to:
Writing for a B2B target audience, you’re focused on a group of people who are usually within a specified industry, as an example: people within the audio industry. This means that all (or, at least, the majority of them) of the people of your target audience will share a few common understandings of the story you’re sharing.
While you create your content for a B2C target audience, you’re generally calling a much wider network, and every one of them has different ranges of knowledge and experience on the situation, story, or challenge you’re addressing.
You need to know when to get technical
It’s crucial to familiarize your company or your brand with your target audience, this will help you establish the connection you need with your audience for your content creation.
B2B content creation is based on shared know-how of the subject, it’s perfect to use industry-specific terms and dive deeply into the technical information.
Though, be careful, that even within your industry, the audience will possibly have various tiers of information. So, even as it’s truly ideal to use jargon, you’ll want to quickly outline the ‘catchwords’ to ensure that your ‘message’ stays approachable.
Conversely, when you are addressing a broader B2C target audience, it’s better to not getting too deep, technically.
In case you still need to proportion of technical info with a B2C audience, you want to spend a sufficient quantity of time defining phrases and explaining the content in order that your message may be recognized by absolutely everyone—even the ones without a technical heritage.
Quantitative or qualitative information?
To deal with a B2B audience in the best way, you actually need to line up the records.
You need to make sure that you have done a little research earlier than you get started out creating your content strategy. And don’t be afraid to virtually dive deep into the facts—for a technical target audience, the more information, and figures, the better!
However, approaching a B2C audience, be cautious now not to drop in too much dry information.
Instead, take advantage of this time to simply show a few human elements of your brand, or your company.
Opposing to turning to percentages, factors, and figures, use real-life examples to lower back up your claims.
Your tone of voice should be kind of free to write in an informal, approachable way.
B2C content strategy should be relative to the audience and easily comprehensible for a non-technical audience.
Last, but not least, you need to remember that:
A great story is similarly important to both Consumers and Companies and can be remembered long after being presented either on an ad or on a sales pitch.