4 Traits of a Great B2C Content Writer
Business-to-consumer marketing, or B2C marketing, is about connecting immediately and directly with your customer. As the world becomes more interconnected through remote opportunities, B2C marketing has become even more critical.
Businesses have pivoted to serve loyal brick-and-mortar customers online and find new shoppers at the same time. For example, according to Content Marketing Institute, 51 percent of B2C content marketers made both short-term adjustments and permanent alterations to their marketing strategies during the COVID-19 global pandemic.
B2C content is a powerful tool when it speaks to your customers. But who creates that content? We’re sharing four characteristics of a great B2C content creator — they know your value, connect with your buyers, illustrate convenience, and build trust in your brand. Read on to find out more.
Know What Problem You’re Solving
Your value proposition is the core of why a product or service exists. It concisely and compellingly answers the question “Why would someone need to buy this?”
That question is answered by providing solid benefits that align with your consumer’s values, needs, and preferences. As a business, you are promising to solve a problem for a buyer. There are three questions that you and your content writer must answer in order to make a strong pitch for your product:
What problem are you solving?
How are you going to solve that problem?
Why are you the best at solving this problem?
An excellent B2C writer will create strong, consistent answers to these questions and use them across your marketing strategy.
Don’t forget, a value proposition isn’t only about your company or product. As G2 points out, companies should consider customer feedback, competitors, and market analysis as they build their unique value propositions. It is critical that B2C writers, whether they’re in-house or contracted, have a clear value proposition as the base of their content creation.
Connect to Your Buyer Personas
B2C customers are in a unique position, with companies constantly vying for their attention. The opportunities for direct communication may be short, so it is critical that your B2C content quickly grabs the attention of its readers. To do that, writers must understand the personas and audience that they are targeting so they capture their attention.
Buyer behavior in the B2C environment is also built differently. Emotions play a much greater role in B2C, with buyers often being impulsive and making decisions based more on emotions than logic. This means that B2C businesses often experience shorter sales cycles (hello, impulse buys!) when they know and connect with their buyers.
Your content writer is a critical piece of this puzzle because words drive emotion in online buying. Whether it’s product copy, blogs, white papers, or scripts for video content, it’s up to your B2C content writer to use the right tone to hit a home run with your consumers.
Keep Content Relevant and Relatable
With online sales continuing to grow, there is no shortage of voices speaking (or even shouting) to consumers. With many products and services looking similar on the surface, it’s critical that your content makes a strong argument for your unique value that resonates with your audience. Trying to speak too generically will lessen your emotional impact, while getting too specific may alienate part of your target demographics.
Think about questions like:
What are our target demographics for age, gender, location, etc.?
What personality traits does this product appeal to?
What are current users saying about our products?
What needs or challenges does our target audience often face?
A great content writer will make sure that your brand is sharing a complete and enticing story designed specifically for your audience. Knowing the answers to these types of questions will help them create content that captures the attention of the potential users and brings them relevant and relatable information. The kind of information that drives action!
Strike the Perfect Tone
Yes, you really can build trust on the internet! In B2C content marketing, companies must seize the opportunity to share authentic content that creates trust and loyalty in consumers. At the virtual Gartner Marketing Symposium/Xpo 2020 Carlos Guerrero, Senior Director, Advisory, Gartner, said:
“Our research shows that 74% of customers expect more from brands — not just around product performance or durability, but in how brands treat their customers, employees and the environment.”
This means you should also expect more from your content writers. Creators should aim to be the “friendliest expert”, a knowledgeable but encouraging voice of authority.
That voice should carry across your brand content — that means social media posts (including responses to customers), blogs, and product copy. No matter how many creators you have speaking for you, great B2C writers will always deliver a consistent tone that aligns with your values.
Whatever the size of your content copy needs, Comma has a team of writers ready to share your B2C story. Contact us here for a free 20-minute consultation.
