The pandemic didn’t just change the B2B buying game; it flipped the whole table. Shape your content for every stage of the customer journey. Consider what answers customers might need so they won’t have to search. You’ll improve their knowledge and create a more enjoyable shopping experience. Think of your content as a buyer’s guide. Address the key questions, such as product suitability, technical specifications, and compatibility with existing solutions. Well-crafted content enables customers to make quicker and more informed decisions, benefiting both customers and providers.