When we survey SMBs on the quality of vendor content, only half say it’s useful. This means that there’s an opportunity for your content — blogs, whitepapers, infographics, ebooks, etc. — to stand out, if it’s a cut above.
The payoff can be big: 71% of SMBs say good content makes them think more favorably of a vendor’s brand; 60% say it makes them more likely to purchase; and 67% say it makes them more likely to remain a customer.
Improve your content by focusing on the three things our research shows SMBs want in content from you:
When you craft content, be sure to use relevant terminology and avoid jargon. As an example, SMBs in focus groups often do not recognize the term “HR” as standing for “human resources.” Also, aim to include examples in your copy to illustrate how SMBs can take action.
Keep in mind that SMBs also want high-quality content that is easy to consume. The most important content characteristics by SMB subsegment include:
- VSBs (SMBs with <20 employees) – “Clearly explains product/service benefits”
- SBs (SMBs with 20-99 employees) – “well written”
- MBs (SMBs with 100-500 employees) – “easy to understand and well designed”
The best-written, best-produced content in the world won’t get SMB attention unless you address what is on their minds. Content preferences vary by business size, industry, stage of growth, growth rate, and the age of your reader. For example, key business challenges by business size are:
3. Peer reference
In survey after survey, SMBs tell us they value advice from peers more than any other resource. A great way to present peer advice is to use SMB research to showcase insights and best practices. While SMB survey data can be presented in any content format, it lends itself especially well to research reports, which let SMBs benchmark themselves against their peers.
Research reports are a great format across the sales cycle. Of 22 content formats we recently surveyed, research reports are the:
- 5th most important content format for VSBs at the awareness and purchase stages
- 2nd most important for SBs at the purchase stage
- 4th most important for MBs at the purchase stage
Need clear, relevant, actionable, data-rich content? Contact Bredin. We develop high-value content for SMBs, and conduct quick-turn research to generate differentiating data.