4 minute read

Get Your Audience to Read Between the Lines with Good B2C Content

Writing copy for a community is much different than addressing other businesses. Although some of the listening audience within the community will be business owners, your approach is still going to be less formal than it would when talking to a business partner. You can stand to be a bit more relaxed in your wording when writing to the general public.  

Talking to the Community and Business Partners

Would you expect a soldier to convey military commands to a civilian? Now, if you have two soldiers speaking military terms to one another, that can be considered a nice example of business to business (B2B) communication. When it comes to that soldier speaking to a civilian community, this can be looked at as business to community communications (B2C).

Here, we’ll be exploring how to write smart and effective B2C copy.

To learn more about B2B copy, read Reading Between the Lines: Writing B2B Content

The Writing Approach
When writing B2C copy, you still need to get a general understand of your audience. The advantage of this kind of content that you already know who your target audience is based on the product you’re writing about. But first, you must get a good understanding about what you’re writing because if you don’t understand it, you won’t believe it, and if you don’t believe in it, how do you expect your readers to believe what you’re writing?

The type of product or idea that you are writing about must reflect the company’s ideals, values, and culture. As a copywriter, it is your job to adopt this perspective. You need to approach your copy as if you are running the business yourself with the agenda that what you are writing will determine if someone is going to buy product or pass it up for a more compelling and engaging copy.

There are two ways you can write such content: through informative and authoritative content.

Informative Content

Informative content is all about providing useful information that will answer your readers’ questions and/or teach them how to do something. Think of it as writing a brief how-to guide. Furthermore, the subject matter must be relevant to the audience.

Don’t write an article about “How to Change a Flat Tire” for a blog that only sells automotive suspension parts. Even though tires are related to the suspension system on a vehicle, doesn’t mean it’s a good fit for that particular client. So it’s imperative to inform a specific kind of reading audience about topics that are directly related to the product they’re searching for. This goes back to adopting the approach of writing from the business owner’s perspective.

Authoritative Content

The authoritative approach is written from the perspective of being just step above providing valuable content. Here, you are writing as a verified business that has been tried and true, and validated by business peers. What you are writing about is more of a trusted brand in the B2B and B2C community. The product or company you’re writing about is the leading authority in the industry.

So any information provided from this prospective is not typically questioned and scrutinized as much as informative content can be. This type of content also attracts more organic search traffic, because as a product brand, your copy has provided enough informative content to establish trust.

Reading Between the Lines
Whether you are writing informative or authoritative B2C content, there is one important thing to remember before you start writing: No one likes to be solicited. It doesn’t matter if what you’re writing about is something you know your audience could benefit from or something that they are actually interested in, don’t do it!

When writing B2C content, you need to tastefully compose your copy in a way that makes the readers feel like they are getting something for free. At the very least, valuable information that they can actually use! The reason why you’re writing the copy in the first place needs to be passively woven in to the content that reads well with a call to action (CTA) placed in the conclusion.

Yes, nothing says ‘sales’ like a CTA, but lets face it. If your readers have read the entire length of your copy all the way to the very end, at this point, it’s safe to assume that they are interested! In fact, it would be a shame if you didn’t provide any call to action. After all, that’s the whole purpose of writing the copy, right?

Writing the Call to Action

The whole point of reading between the lines is to write what you really want to say without actually writing it! Your entire copy is going to explain what readers need to do, how it needs to be done, and why they need your service or product to make it happen. Just…don’t actually say it until the very end. Like this:

Getting the right strategic content for your B2C audience may seem like an easy thing to do…until you actually try to do it! Most inexperienced writers will find that they’ve run out of things to write about after the first five articles. There are ways to convey the same message in innovating ways that offer a fresh perspective and the team at Optimum7 has over 10 years of experience offering this kind of copywriting service. So if you’re in need of implementing or reviving your blog, contact the SEO experts at 866-848-6072 or schedule a free consultation with us online today.

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