Bredin Report: What SMBs Want in a Resource Center

If you have a resource center — a section of your site providing business management advice, as opposed to just product information — it’s important to know what SMBs want to learn from you. Bredin’s most recent SMB Pulse survey of 500 U.S.-based principals reveals that the answer is it depends on the size of the SMB visiting your site.

First, we asked SMBs how often they visit resource centers. Those from companies with 20 or more employees are twice as likely to visit as those from smaller companies. Roughly one in three very small businesses (VSBs, with fewer than 20 employees) visit a resource center at least a few times a year, while roughly two in three small businesses (SBs, with 20 to 99 employees) and midsized businesses (MBs, with 100 to 500 employees) do. In fact, roughly one in five SBs and MBs visit a resource center a few times a week, or even daily.

SMB Resource Center Visit Frequency

Respondents who visit a resource center at least a few times a year are most interested in tips and advice on business development — regardless of company size. SMBs are very interested in how to win new customers.

After business development, VSBs and SBs are most interested in industry trends (which is third for MBs). Only consider providing this kind of information, though, if you have a few priority industries; it’s difficult to compete with trade associations or industry publications in this arena.

VSBs are third most interested in advice on financial management. For SBs, it’s HR. MBs are as interested in technology as they are in business development, but unless you’re a tech vendor, this kind of content can be hard to do well.

SMB Resource Center Topic Preferences

Want to better understand and engage your SMB target? 
Let our experienced team design and execute a custom research project, or place a few questions in our agile SMB Pulse omnibus survey, to uncover actionable insights to improve your go-to-market and product strategies. We can also develop high-value content.

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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.