There is no doubt about it—the new normal will bring challenges and continuous change. Businesses will need to step up their game in order to stay on top. Above all else, they will need to provide value to their customers. One of the best ways to do so is by creating custom content, or content marketing. It is defined by the Content Marketing Institute as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience—and, ultimately, to drive profitable customer action.” By providing helpful content, you are showing, rather than telling, your business’s value. Let’s take a look at the goals B2B marketers have achieved with content marketing, according to the “2020 B2B Content Marketing Benchmarks, Budgets, and Trends—North America” report by the Content Marketing Institute and MarketingProfs: