Author Archives: Bredin

About Bredin

Bredin was founded in 1991 by America's foremost small business expert, author and syndicated columnist Alice Bredin. From its beginning, Bredin was designed to be a breed apart: 50% research consultancy, 50% creative agency, 100% focused on SMB. Based in Somerville, Mass., Bredin helps Fortune 500 companies understand, reach and retain SMB customers through timely, targeted research and award-winning marketing programs.

Bredin Report: Good Videos Attract, Nurture and Convert SMBs

Video is an essential part of any content initiative targeting the SMB market. When it’s done right, video works to attract leads and nurture them until they are ready to buy. Bredin’s recent research found that SMBs cite videos as a top content format at every stage of the sales cycle. Specifically, at the awareness

Bredin Report: Choosing the Right Formats to Reach Your SMB Content Goals

With the investment required to create great content for small and mid-sized businesses (SMBs), your content had better move SMBs towards a new or repeat purchase. The question is, what are the best types of content to move SMBs through the sales cycle? To find out, we surveyed 500 U.S. SMB principals on the formats

Bredin Report: Reconsidering Direct Mail in the Online Age

As the cost of search terms and online ads rises and response rates decline, direct mail (DM) is emerging as a go-to tool for SMB marketers. Why? Two reasons. First, online advertising is increasingly expensive, and the performance of online tactics is becoming more difficult to predict. Second, new technology has made DM an even

Bredin Report: Making the Business Case for SMB Content

It’s planning and budgeting season for many marketers. Whether you are embarking on a first-time initiative or building on a long-standing program, justifying content spend typically requires numbers. Bredin’s SMB research can help. Use the following data to make your case. What content can help you achieve We surveyed 500 SMB principals in December, and

Bredin Report: What SMBs want in the content you create

The only way to develop a high-ROI SMB content marketing strategy in 2019 is to focus on the content preferences of your specific target – for example, by headcount, revenue, seats or other measure – and zero in on the point in the sales cycle you plan to deliver the content. These tips from Bredin’s

Bredin Report: How to use bylines in your SMB content

Use SMB Content Bylines to Build Your Brand Lots of content for the SMB audience includes a writer byline. While this is a great idea if the author is an expert from your company and a good idea if the author is an external industry expert, you really shouldn’t promote freelance writers in bylines. Why?