B2B vs. White Papers B2C white papers
Is there a difference between B2B white papers written by businesses for businesses and B2C white papers written by businesses directly for consumers?
Most of the articles are written for the B2B market and very few are written for the B2C market. There is a notion that business executives and decision makers are the only ones who are ready to spend their time reading white papers. People think that consumers are not prepared to spend their time reading long documents.
But this is just a notion as B2C documents or electronic guides are known to work. In fact, there are many of these documents that are much longer than the regular white paper 10-14 pages and they are known to work. Some of the B2C documents are even 20-40 pages long and generate leads. Regular consumers are not as busy as decision makers and have a lot of free time and are willing to spend a fraction of this time reading lengthy documents to educate them. In this process, these documents also persuade the reader and sell the product/service.
The way of writing these two documents varies:-
B2B white papers:
B2B white papers are written using very formal language. They do not directly sell the product. The writing is very indirect. No phrases like “Pick up the phone and call us today to receive this great discount.” They discuss a problem in detail and then discuss the solution to this problem in detail. Below is the information of the company and the services or products. There is usually no call to action. The design of these papers is also very formal.
B2C white papers:
B2C newspapers are more direct sales. They consist of problems and solutions that are discussed in a similar way to the B2B document, but the sale is very direct. After all the company information and product/service information is written, there is a strong call to action that asks the reader to contact the company immediately and use their services. There are also offers and freebies that encourage the reader to buy the product and use the service. The design here is more colorful and funnier and pleases the eyes of the reader. They are more attractive than B2B roles. Many of these documents also have testimonials to make the product/service appear more trustworthy.
Both types of documents have been shown to be effective when written the right way. So if you have a business and you don’t have a white paper. So make sure you get one in writing now.