In comparison to Business to Consumer companies (B2C), Business to Business companies (B2B) don't have it as easy when it comes to marketing with Content. In comparison B2B marketing isn't often considered sexy and its execution can often seem boring.
The key to being successful is to keep your messaging fresh and upbeat. Avoid the rut of reiterating old and tired points that have been laboured on within your industry niche time and time again. Business people almost always are looking for an edge, helping them to become winners in their field is generally the golden opportunity available to B2B Content Marketers.
Neil Patel wrote a piece on CMI about B2B Content Marketers publishing towards their target audience and marketing through content.