Yes in the sense of there being industry trends you should keep up with and talk about. One thing with b2b sites is that you don't really need viral content, because you likely have a very specific idea of who your customers are.

Depending on the field, lots of b2b topics aren't super competitive SEO wise, which makes it possible to really dominate a particular topic in search results. Long tail keywords [1] are particularly helpful from my experience.

1. https://moz.com/blog/long-tail-seo-target-low-volume-keyword...