B2B Small Business Marketers Allocate More Budget for Content Marketing than Enterprise Peers

OutbrainSmall business marketers create more content in-house than their peers at larger companies, and use more social media platforms to distribute content, according to a new report from the Content Marketing Institute (CMI).

The report, sponsored by Outbrain, shows that North American business-to-business (B2B) with 10-99 employees allocate more budget to content marketing, plan to spend more on content marketing over the next 12 months, and outsource content creation less frequently than their B2B enterprise peers. A whopping 57 percent of B2B small business marketers say they will increase their content marketing budgets over the next 12 months, compared with 46 percent of their enterprise peers.

“B2B small business marketers say their biggest content marketing challenge is producing enough content. Nearly 60 percent create content in-house only, so internal resources may be spread thin,” says Joe Pulizzi , founder of Content Marketing Institute and co-author of Managing Content Marketing. “Perhaps we’ll see these challenges change next year, as B2B small business marketers allocate more budget to content marketing.”

The report also shows that North American B2B small business marketers:
 Use an average of 12 content marketing tactics, whereas their B2B enterprise peers use an average of 16
 Use an average of five social media platforms to distribute content, whereas their enterprise peers use an average of four
 Create more content in-house, with just 39 percent saying they outsource content creation, compared with 65 percent of enterprise marketers who outsource
 Allocate 31 percent of their total marketing budget to content marketing, whereas their enterprise peers allocate 24 percent

G2Market Inside Scoop: Small and medium businesses can reap significant benefits from content marketing, but this recent research suggests that most organizations are spreading themselves too thin by creating the majority of their content in-house. At a time when most SMBs’ in-house marketing resources already are spread too thin, adding the responsibility for continually creating fresh, high-value content can result in burnout. Strategic outsourcing of content can be a big value-add for large and small organizations alike.

(For more information visit the Content Marketing Institute, http://contentmarketinginstitute.com.)

- Jack Bradman
Sr. Client Partner, G2Market