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North American Business-to-Business (B2B) Small Business Marketers Allocate More Budget for Content Marketing than Enterprise Peers

Small business marketers create more content in-house than their peers at larger companies, and use more social media platforms to distribute content

CLEVELAND, May 7, 2013 /PRNewswire/ — A new report from the Content Marketing Institute (CMI), sponsored by Outbrain, shows that North American business-to-business (B2B) small business marketers (10-99 employees) – when compared with their B2B enterprise peers (1,000+ 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.

Those are among the key findings in B2B Small Business Content Marketing: 2013 Benchmarks, Budget, and Trends – North America. The report 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

Furthermore, 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.”

B2B Small Business Content Marketing: 2013 Benchmarks, Budget, and Trends – North America, produced by Content Marketing Institute (CMI) and sponsored by Outbrain, reports the responses of 398 business-to-business (B2B) small business marketers (10-99 employees) and 216 enterprise marketers (1,000+ employees) who were part of a larger, August 2012 survey of 1,416 North American B2B marketers representing diverse industries and a range of company sizes. DownloadB2B Small Business Content Marketing: 2013 Benchmarks, Budget, and Trends – North America or all CMI original research.

About the Content Marketing Institute:

The Content Marketing Institute (CMI) is the leading global content marketing education and training organization. CMI teaches enterprise brands how to attract and retain customers through compelling, multi-channel storytelling. CMI’s Content Marketing World event, the largest content marketing-focused event, will be held in Cleveland, Ohio, USA, September 9-12, 2013. CMI also produces the quarterly magazine Chief Content Officer, and provides strategic consulting and content marketing research for some of the best-known brands in the world. Get more content marketing resources at CMI is a division of Z Squared Media, a 2012 Inc. 500 company.

About Outbrain:

Outbrain, the leading content discovery platform, is on a mission to help readers find the most interesting content online, while giving publishers and brands the ability to reach a highly engaged audience. Using personalized links, Outbrain recommends content across a network of more than 300 premium publishers, including CNN, Fox News, Hearst, Rolling Stone, US Weekly, and Mashable. Links to content on a publisher’s own site increase stickiness, while links to high-quality third-party content increase site traffic and generate revenue. Outbrain is currently installed on more than 100,000 sites and generates more than 85 billion recommendations per month.

Cathy McPhillips
Marketing Director
Content Marketing Institute
[email protected]

Lisa LaCour
VP, Global Marketing
[email protected]


SOURCE Content Marketing Institute