Professional Blog

How to write B2B vs B2C

Marketers whose expertise lies within writing must know their audience, and therefore, the type of copywriting they must do. There are two types of content marketing: B2B (business to business) and B2C (business to consumer). Here, I will give a brief overview of the components to consider, and how they differ between both.


Here are a couple of things to consider:

  1. Emotional appeal
    • Why does your buyer need or want your service?
  2. ROI
    • Will a consumer be happy with your product or service?
    • Can your product provide tangible results?
  3. Pain-point
    • What issue does your product or service address?

These are three things to consider when creating your content, be it a blog post, social media post, or advertisement. A lot depends on your business and your target audience, but below are general rules.


A common example of a B2B company includes SaaS (Software as a Service) providers, like Adobe, Hootesuite, or Hubspot. Here is what you’ll consider when writing B2B marketing content.

  1. Why does the audience need your product?
    • What does your service provide?
  2. How do they benefit from your product?
    • How can you prove your product will save them time, or money?
  3. What issue are you solving for your buyer?

Example: You’re writing copy to advertise your CRM software (customer relationship manager) that can track and organize contact information in a database, and send out bulk emails. Your target audience is a company that deals with many buyers, and they need a central database to draft and send mass e-mails and newsletters. Your buyer isn’t very organized, nor are they automated. Here is how you will address this.

  1. Your software is all integrated, meaning everything they need is in one spot.
  2. Time and money can be saved, because your buyer will not have to waste time searching extensive data bases, tracking down missing information, transferring over information, and possibly making mistakes or missing vital information in the process.

“Our product will save your marketer time, because one click of a button will send emails out to 100,000 users. For $9.99 per month and an hour of your time, you can do $50,000 worth of advertising.”


There are many examples of B2C companies, including restaurants, technology services, and fashion companies. Here is what you’ll consider when drafting B2C marketing content.

  1. Why does the audience want your product?
    1. Why would they be happy with your product?
  2. What does your company address?

Example: You’re writing copy to advertise your clothing brand that is reputable among skateboarders. Your target audience are sports-minded teenagers. Here is how you will address this.

“Tony Hawk won his very first X-Game medal in our skateboarding shoes. Comfortable and stylish, our sneakers provide traction so your skateboard sticks after your kick-flip.”

Other things to consider:

  1. The channel you’re writing copy for
    • Social media
    • Magazines
    • Billboards
    • Advertisements
    • Radio
    • Apps
  2. Your company’s target audience
    • Demographic
    • Location
    • Profession
  3. The tone and voice of your company
    • Serious
    • Funny
    • Informative
    • Casual
  4. Your competitors’ approach
    • Their successes
    • Their weaknesses
    • What they’re missing

There are many other considerations, and proven methods to address them. In the upcoming weeks, I will dive deeper into competitor audits, google analytics, google trends, and social media advertisements.


How to Write a News Article

There is an art (and a solid formula) to news writing. In this post, I will take you through the steps of writing a news article.

First, when assembling an article, remember to use the inverted pyramid style. Consider that readers are busy, so you need to catch their attention—and hold it. Put the most relevant details at the beginning, and substantiate your article with less important information at the end.

Hed & Dek

The Hed, or title, “has to be direct and actionable,” says Erica Duecy, “it can’t be obscure or joke-y.” Words in titles have to be carefully chosen key words that sum up the article.

The Dek, or sub-head, has to substantiate the hed with a little more information, but must be succinct.


East Stroudsburg University Students Hosts Teddy Bear Drive

1,000 Students Gather at Sci-Tech to Collect Donations to Support Toys for Tots


All journalism articles will include the 5 w’s: who, what, where, when, and why? For instance:

East Stroudsburg University will hold its annual Teddy Bear Drive at Sci-Tech to benefit Toys for Tots Thursday, May 6, 2014 at 5 pm.


Why should your reader care? Here is where you take the opportunity to prove why. Your angle will be the path you take the readers on, and your hook will be what makes your article worth reading.

Every year, students and community members make sure each child has a toy to open up for Christmas. 


Quotes are good to add context and further improve upon an article. When writing quotes, it’s important to properly dictate what was said. Do not add in information that cannot be attributed to someone or something- shape the questions to fit your narrative instead. Lastly, always attribute things properly.

“It’s generally a good idea to use ‘says,'” says Jen Laskey. “It’s good because it’s fairly innocuous, so you can use it over and over again.”

“When I was younger, I used to get toys from Toys for Tots. I feel it’s time to give back,” says John Doe.


A kicker will be the last impression you leave to your reader. It is a summary, revelation, or powerful remark. This can be in the form of a quote, or a final thought.

While poverty rates are increasing in the United States, at least the community unites to ensure everyone gets to smile for the holidays.

Example of a Press Release

This is an example of a press release (for an official press release I’ve written click here). I will give you a brief overview of the components, as there will be a more in-depth post about the topic next week.

So, you always want to include the business information as well as the logo. List your contact information somewhere on the press release so that reporters could follow up. The introduction of the press release follows the journalistic “who, what, when, where, and why,” and you always want to have a clear hook and angle.

Your news release will always follow the inverted triangle style. Most important information at the top, and less important as the article continues. A good press release also includes a couple of informative, powerful quotes, woven through the body.

Lastly, it is important to include the boilerplate, or company’s summary. This is a body of words to describe what a company is, and where to find more information. This message will always remain the same, and will be used repeatedly. Most companies have these already, so check the company website if in doubt.

Alt Text

Alt-text is a SEO tool that you use within WordPress in the form of photo description. The main function is to describe an image as though a viewer can get information of what the image may be, even though it may not load.

Here you can take the opportunity to use buzzwords/keywords in your description. The idea is that – if your description is good enough – search engines will go to your image first.

So, for instance, if you have a picture of Bob at the bar,  do not put “Bob at bar,” because it’s too short and vague. On the other end, do not jam pack the description full of words. A bad description: “Bob, bar, beer, alcohol, restaurants.”


Drooping Ice Berg Rose in garden
Photo by Lauren DiFilippo.

So, in the image above, you could put “flower.” Another (better) option is “iceberg rose.” The best description, however, is “Sun shining on iceberg rose in a garden.”

Feel free to email or comment any questions or suggestions, or for further reading materials.

Please refer to for more information.

Creating a personal website (with little computer science knowledge)

So to sum it up: is a great and easy way to create your personal or business website. There are free accounts ranging to business accounts. Basically, they provide you a template which is easy-to-use for the less technologically savvy. That’s great. HOWEVER.

When you create a website, you need to worry about domain names, DNS settings, and resource records. I purchased the domain name from and had WordPress direct the original link ( to

So, you can put featured images and embedded images. Your featured image will be in previews for your post. Text input is fairly easy, with a title, the main body, and an excerpt. With text input, there is a visual option, and an HTML option. The visual input option enables you to type without worrying about code, but “text” is where you can get fancy and put in short codes (like link_post_id=) or necessary HTML.

There are options for plug-ins for your site, including SEO optimization tools. They can be added if you have a business account, and are easily searchable within WordPress itself (although some may be malicious or have/cause bugs, so read those reviews).

Now, I studied the English language extensively, and am fluent in French, but I tell ya: computer speak is immensely difficult to me. Fortunately, I was around for the good ol’ myspace days, so I have some working knowledge.

This is the start and hopefully my posts will be indicative of my progress during my venture of website exploration and content creation. I’ve done the communication sides of things, yes– but with humans. Next step: mastering the language of the robots.

That said, please excuse any mess or missteps while I get this up and running.