"It’s an interconnected world, folks. Your customers are impacted by a lot more than just the marketing tactics of your narrow competitive set. That’s why it drives me crazy when I hear stuff like, “These B2C examples aren’t relevant to us, because we’re B2B.”"
Ranging from an example of Amazon using tabbed navigation for the first time in 1998 to McDonalds Canada publicly answering any questions that their customers may have about their food, Jay Baer explains the importance of embracing tactics that are being used by big companies.
Although it may seem like McDonalds has nothing to do with your business, what matters is that they're using content marketing and everyone knows it. That should be the only reason for you to get into it. If everyone said "well, no one in my industry is doing it so why should I," where would industry leaders come from?