Since the ask in this case was to use B2C content to build a B2B website, I had to pay careful attention to each piece of available content, and be very clear about edits I was proposing. Ultimately, we ended up optimizing pieces of existing B2C content for a B2B audience by having our writers focus on communicating value propositions, key cost metrics, and business value, all things which we theorized our audience would respond well to.
Audience-focused content
Philips Lifeline B2B