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 they rely on to learn about, research and make a purchase decision.

The upshot? Video and email newsletters in particular are highly effective formats across the sales cycle, regardless of company size. Video, whether on your site or on video sites like YouTube, ranks first or second for awareness and research for all SMB sizes; and to make a purchase decision for SMBs with fewer than 20, and 100 to 500, employees. Short (90-second), informational videos – whether case studies or product demos – are great ways to engage SMBs, and especially Millennial SMB principals.

While it’s not surprising that email newsletters are a great way to keep customers and prospects apprised of your evolving offerings, the degree to which SMBs (especially those with fewer than 100 employees) refer to them for research and to make a purchase decision is surprising. If you don’t have an email newsletter, you should.

Here are the formats that work best, by company size, at each stage of the sales cycle:




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.