In a recent report I read, it stated that B2B content is no longer king. The newly crowned king is context. Apparently, in order to generate the best results from B2B content marketing, you need to first study and digest the behaviour of your buyers. For example, what are they talking about on social media? What types of posts do they share? Which media sites do they get their information from? Only once you have this information can you start to segment your target audience into smaller groups and then write content specifically for each group.