“There is so much opportunity in B2B for content.” - Justin Zelik LinkedIn has changed the game. Years ago, LinkedIn was just a place to find a job. If you weren’t hiring or job hunting, you barely logged in. Now? We’re on it every day. Not just to prospect. Not just to network. But to build. To build personal brands. To build trust at scale. To build relationships before a single call ever happens. The biggest shift isn’t the platform, it’s the behavior. Buyers don’t want cold pitches. They want context. They want credibility. They want to feel like they already know you before you reach out. And content is how you get there. In B2B, attention used to be rented (ads, outbound, events). Now it can be owned. The people consistently showing up, sharing insights, documenting their thinking, they’re the ones winning long before deals are on the table. If you’re in B2B and not creating, you’re invisible. If you are creating, you’re compounding. The opportunity isn’t coming. It’s already here.