How does marketing content affect small and mid-sized business (SMB) visits to your site, their likelihood to buy and their perception of your brand? What business challenges do SMBs seek help with? What topics are SMBs most interested in learning about? What content formats do they want from marketers? From whom do they most want content? Where are they most likely to find it? What do they like best (and least) about marketing content? What kind of content is most likely to generate a lead?
To answer these questions, we recently surveyed 315 U.S. SMB principals. The results are instructive; there are some great learnings on how you can enhance your SMB content marketing program.
3. Give marketers a current perspective
on SMB content preferences
• SMB business outlook
• Business challenges
• Preferred content formats and topics
• Preferred content sources
• The effect of content on SMBs
3
Research Objective
4. Methodology
How
• 15-minute online survey via the Bredin.com/smbpulse
Who
• 315 principals of U.S. companies with <500 employees (5.5%+/- CI)
• 115 with <20 employees (97.7% weighting)
• 100 with 20-99 employees (1.9% weighting)
• 100 with 100-500 employees (.3% weighting)
• Any industry
• See slides 26-30 for participant demographics
When
• November 28 – December 2, 2016
1
2
3
4
6. 6
Business Outlook
What is your revenue outlook for 2017, compared to 2016?
More ¾ of SMBs with 20+ employees expect to grow in 2017
54%
42%
28%
31%
37%
21%
16%
17%
39%
0%
2%
7%
0%
2%
6%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
100-500
20-99
1-19
Up by 10% or more Up, by less than 10% Same as 2016 Down, by less than 10% Down by 10% or more
n=250
n=128
n=114
unweighted
7. 7
Business Challenges: Company Size
n=312
Top-two
unweighted
What are your biggest business challenges? Please rank these business challenges from most
important (top) to least important (bottom):
Customer acquisition is hardest for VSBs; employee management for larger SMBs
Developing new products and services
Finding good employees
Keeping myself / my employees productive
Dealing with competition
Retaining good employees
Dealing with government regulations
Staying in business
Having enough money to pay our bills
Retaining current customers
Managing costs
Finding new customers
0% 5% 10% 15% 20% 25% 30% 35% 40%
1-19 20-99 100-500
8. 8
Preferred Topics
n=315
Top-two box
On a scale of 1 (never) to 5 (very often), how often do you go online to find information on the
following topics to help you manage and grow your business?
SMBs are most interested in content on their industry, and technology
International business
Human resources
Leadership and management
Financial planning and management
Law and taxes
Operations
Sales and marketing
Technology
Industry news and trends
0% 5% 10% 15% 20% 25% 30% 35% 40%
9. 9
Preferred Topics: Company Size
n=315
Top-two box
unwieghted
On a scale of 1 (never) to 5 (very often), how often do you go online to find information on the
following topics to help you manage and grow your business?
The largest SMBs are most interested in content on technology
International business
Human resources
Leadership and management
Financial planning and management
Law and taxes
Operations
Sales and marketing
Technology
Industry news and trends
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
1-19 20-99 100-500
10. 10
Preferred Topics: Respondent Age
n=315
Top-two box
On a scale of 1 (never) to 5 (very often), how often do you go online to find information on the
following topics to help you manage and grow your business?
Millennials are most interested in content on technology and operations
International business
Human resources
Leadership and management
Financial planning and management
Law and taxes
Operations
Sales and marketing
Technology
Industry news and trends
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
18-34 35-49 50+
11. 11
Preferred Topics From Banks: Company Size
n=314
Top-two box
unweighted
On a scale of 1 (not at all) to 5 (very much), how much do you want information on the following
topics from your bank to help you manage and grow your business?
SMBs want financial management advice from their bank
Human resources
International business
Sales and marketing
Leadership and management
Operations
Industry news and trends
Law and taxes
Technology
Financial planning and management
0% 10% 20% 30% 40% 50% 60% 70% 80%
1-19 20-99 100-500
12. 12
Preferred Topics From Banks: Respondent Age
n=314
Top-two box
On a scale of 1 (not at all) to 5 (very much), how much do you want information on the following
topics from your bank to help you manage and grow your business?
Millennials have a stronger appetite for content from banks
Human resources
International business
Sales and marketing
Leadership and management
Operations
Industry news and trends
Law and taxes
Technology
Financial planning and management
0% 10% 20% 30% 40% 50% 60%
18-34 35-49 50+
13. 13
Content Format Preferences
n=315
Top-two box
On a scale of 1 (not useful) to 5 (very useful), how would you rate each of these content formats as
a way to obtain business management tips and advice?
Forums and printed pieces are the content marketing formats of choice
Blog post
Webcast
E-book
Audio podcast
Infographic
White paper
Video
Analyst report
Interactive tool (e.g., calculator, quiz)
Case study
Checklist / worksheet
Article
Email newsletter
Printed sheet, booklet or guide
Forum / peer-to-peer exchange
0% 5% 10% 15% 20% 25% 30% 35% 40%
14. 14
Content Format Preferences: Company Size
n=315
Top-two box
unweighted
On a scale of 1 (not useful) to 5 (very useful), how would you rate each of these content formats as
a way to obtain business management tips and advice?
The largest SMBs prefer forums, email newsletters and analyst reports
Blog post
Webcast
E-book
Audio podcast
Infographic
White paper
Video
Analyst report
Interactive tool (e.g., calculator, quiz)
Case study
Checklist / worksheet
Article
Email newsletter
Printed sheet, booklet or guide
Forum / peer-to-peer exchange
0% 10% 20% 30% 40% 50% 60% 70% 80%
1-19 20-99 100-500
15. 15
Content Format Preferences: Respondent Age
n=315
Top-two box
On a scale of 1 (not useful) to 5 (very useful), how would you rate each of these content formats as
a way to obtain business management tips and advice?
Millennials prefer infographics, blog posts, interactive tools, forums and print pieces
Blog post
Webcast
E-book
Audio podcast
Infographic
White paper
Video
Analyst report
Interactive tool (e.g., calculator, quiz)
Case study
Checklist / worksheet
Article
Email newsletter
Printed sheet, booklet or guide
Forum / peer-to-peer exchange
0% 10% 20% 30% 40% 50% 60% 70%
18-34 35-49 50+
16. 16
Generating Leads
n=315
Top-two box
On a scale of 1 (not at all likely) to 5 (very likely), how likely are you to provide your contact
information to download, subscribe to or access these kinds of content?
SMBs are most likely to provide contact info for forums and email newsletters
Infographic
Blog
White paper
E-book
Audio podcast
Video
Webcast
Analyst report
Article
Case study
Interactive tool (e.g., calculator, quiz)
Checklist / worksheet
Printed sheet, booklet or guide
Email newsletter
Forums / peer-to-peer exchange
0% 5% 10% 15% 20% 25% 30%
17. 17
Generating Leads: Company Size
n=315
Top-two box
unweighted
On a scale of 1 (not at all likely) to 5 (very likely), how likely are you to provide your contact
information to download, subscribe to or access these kinds of content?
Larger SMBs are more willing to provide their contact info than smaller SMBs
Infographic
Blog
White paper
Audio podcast
E-book
Video
Webcast
Analyst report
Article
Case study
Interactive tool (e.g., calculator, quiz)
Checklist / worksheet
Printed sheet, booklet or guide
Email newsletter
Forums / peer-to-peer exchange
0% 10% 20% 30% 40% 50% 60% 70%
1-19 20-99 100-500
18. 18
Where SMBs Find Content: Company Size
n=315
Top-two box
unweighted
On a scale of 1 (not at all likely) to 5 (very likely), please rate how likely you are to find marketing
content on these sites.
SMBs are most likely to find marketing content on a news sites and resource centers
Slideshare
Twitter
YouTube
LinkedIn
Facebook
On a marketer’s site (e.g., your bank,
American Express OPEN, AT&T, Dell, Intuit,
Staples, Microsoft etc.)
Elsewhere on the Internet (e.g., news sites)
0% 10% 20% 30% 40% 50% 60% 70%
1-19 20-99 100-500
19. 19
Preferred Sources
n=315
Top-two box
On a scale of 1 (not at all) to 5 (very much), in general, how much do you want business advice /
marketing content from these industries / organizations?
SMBs most want content from their peers, followed by their CPA
Overnight package delivery companies
Rental car companies
Credit card companies
Airlines
Cellphone companies
Hotels
Employee recruiting sites / temp agencies
Alternative lenders
Phone (i.e., non-cellphone) companies
Payroll service providers
Energy (gas, electric) companies
Office supply stores / print centers
Social media companies
Retirement plan providers
Local technology solution providers
Insurance providers
State / local government
Software companies
Banks
Internet access providers / website hosts
Marketing services
Technology hardware manufacturers
Your CPA
Other small business owners
0% 5% 10% 15% 20% 25% 30% 35% 40%
20. Overnight package delivery companies
Credit card companies
Rental car companies
Airlines
Cellphone companies
Employee recruiting sites / temp agencies
Hotels
Alternative lenders
Payroll service providers
Phone (i.e., non-cellphone) companies
Energy (gas, electric) companies
Office supply stores / print centers
Retirement plan providers
Social media companies
Local technology solution providers
Banks
Insurance providers
Software companies
State / local government
Internet access providers / website hosts
Marketing services
Technology hardware manufacturers
Your CPA
Other small business owners
0% 10% 20% 30% 40% 50% 60% 70% 80%
1-19 20-99 100-50020
Preferred Sources: Company Size
n=315
Top-two box
unweighted
On a scale of 1 (not at all) to 5 (very much), in general, how much do you want business advice /
marketing content from these industries / organizations?
Larger SMBs also want content from tech solution providers
21. 21
Effect of Content Marketing: Company Size
n=315
Top-two box
unweighted
On a scale of 1 (strongly disagree) to 5 (strongly agree), please rate these statements.
Content can drive traffic, transactions and trust
I want to be contacted by the sponsoring company
I provide false contact information to prevent companies from contacting me
I am more likely to buy from a vendor whose site has business management tips
and advice
After I have read or viewed marketing content (after providing my contact
information), I have a better feeling towards the company that sponsored it
I am more likely to visit a vendor's site if it has business management tips and
advice
I am more likely to explore a vendor's site if it has business management tips and
advice
I am more likely to think favorably of a vendor whose site has business
management tips and advice
I am more likely to do business with the sponsoring company after reading or
viewing their marketing content
I am more likely to make a purchase if the marketing content links to product
information
After I have read or viewed marketing content (without having to provide my
contact information), I have a better feeling towards the company that sponsored it
I am more likely to provide contact information from my PC / laptop than my
smartphone / tablet
If I provide my contact information, the sponsoring company will contact me
By providing my contact information, I give the sponsoring company permission to
contact me
0% 10% 20% 30% 40% 50% 60% 70% 80%
1-19 20-99 100-500
22. Content Marketing to SMBs: 7 Tips
Test different formats and topics
• Topics relevant to your industry / brand
• By persona
• Across the sales cycle
Know your audience(s): title, company size, industry, pain points
Include sales and event support content in your editorial plan
Design content to support search
Plan for cross-promotion: on site, via email, in social media
Focus marketing content on tech, and marketing
• Support the whole sales cycle
• Relevant, actionable, ideally industry-specific
• Newsletter and resource center for VSB; research for MB
1
2
3
4
5
6
7
22
Ensure your content is unique and actionable
• Easy to understand
• Industry-specific, as possible
23. How Bredin Can Help
23
• Planning: Persona, mapping, ed cal
• Creation: Unique, high value
• Exclusive SMB focus
• Foundational: Persona, media preferences
• Executional: Designed to support high-value
content creation
Content
Research
24. For More Information
24
Stu Richards, CEO
stu@bredin.com
Twitter: @BredinInc
✔
✔
✔ Email me for a copy of this report
Get the full report at bit.ly/2lxzAEv
Join me for our next Fastcast, SMB Purchase Intent and Contact
Preferences, at 1pmE on Thursday March 30
28. 37%
32%
32% 1-19 Employees
20-99 Employees
100-500 Employees
24%
26%
50%
0 to 5 Years
6 to 10 Years
More than 10 years
28
Company Size
Years in Business
n=315
n=310
Sample Characteristics
29. 38%
32%
24%
3% 3%
Up by 10% or more
Up, by less than 10%
Same as 2015
Down, by less than 10%
Down by 10% or more
29
2016 Revenue Growth
n=315
2015 Revenue
39%
15%
46%
Less than $500k
$500k to $999k
$1M+
n=314
Sample Characteristics