Business-to-business (B2B) small businesses increasingly compete with the heavy hitters. To stay in the game, SMBs focused on the B2B market are honing in on website conversion, social media, blogs and infographics, according to the Content Marketing Institute. In a blog post published less than 48 hours ago on Jan. 28, Joe Pulizzi detailed the findings of the newly released report focusing on B2B SMBs, B2B Small Business Content Marketing: 2015 Benchmarks, Budgets, and Trends – North America, sponsored by Rainmaker Platform by Copyblogger Media.
More than a select few of these B2B SMBs are focused on improving their website content, and they’re beating larger companies. Nine out of 10 of these small business marketers are doing a better job converting their website visitors, while only 84 percent of large companies can say the same. That dovetails with the organizational goals for small business marketing; 87 percent have listed lead generation as a goal.
With that data, it’s no surprise that SMB B2B marketers want to focus on increasing their content. SMBs and B2B small business marketers are beefing up their social media content, not just their blogs. In fact, 93 percent of them are focused on that social content that isn’t a blog, but that doesn’t mean B2B SMB blogs are being neglected. The report found that blogs are up from last year, 77 percent last year to this year’s 87 percent. Infographic use has also increased, from 48 percent last year to 60 percent this year. They’re even getting heavily into the case study and white paper game, 76 percent and 64 percent, respectively.
Of course, that means B2B SMBs are increasing their content marketing spend. Of the B2B small business marketers surveyed, 8 percent expect to significantly increase their content marketing budgets, while 47 are moderately increasing their spending on content.
There are challenges, too: 58 percent have trouble producing engaging content, and 53 percent have difficulty producing content consistently. This is where a qualified freelancer comes in, someone who isn’t on the payroll but can write, interview, and research so that B2B SMBs can meet their content goals and convert more website visitors to leads and, eventually, customers.