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Smaller Companies Spend More on Content Marketing

By Joe Pulizzi | Published: August 19, 2010

Only a few weeks left until we release our findings from the 2010 B2B Content Marketing Study from Junta42 and MarketingProfs with assistance from the Business Marketing Association and American Business Media.

One thing that caught our attention was the difference in content marketing spending and tactics between small companies and larger business-to-business companies.

A few key highlights:

  • Small companies (those with less than 10 employees) blog more than large companies (over 1000 employees) at nearly double the rate (64% to 39%).
  • Small companies have been faster to adopt social media and eBooks.
  • The average B2B company spends 26% of their budget on content marketing.  Small companies spend 34% of budget while large companies spend 21%.

But one thing did ring consistent within all company sizes and sectors…over 50% of B2B marketers are increasing their spend in content marketing for 2011.  Of the more than 1100 B2B marketers we surveyed, only 2% were going to decrease their content marketing spending.

Not too shabby.

When the final report is complete, you’ll hear about it right here.  Thanks for your patience.

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  • http://MyOnlineBusinessStrategyInfo.com Steve

    That is some amazing figures, I was always under the impression that the larger companies were spending more for content. At least it is good to see that all companies are increasing their budgets.
    I am positive that they will find that is the best decision that has been made for their businesses. It will definitely be interesting to see how the final report turns out.

  • http://www.katiemccaskey.com Katie McCaskey

    Interesting stats. I’ve noticed this trend in my work, too. Smaller-sized clients [number of employees] seem to value custom content to a greater degree. Perhaps this is because they view it as less expensive and more results focused than traditional media marketing outlets, and they are nimble enough to jump on it.

  • http://www.genoo.com kim Albee, Genoo Marketing Automation

    I think that larger companies are spending more DOLLARS on content marketing. But as a percentage of budget it’s smaller than SMB’s are spending.
    And that makes sense. It costs what it costs to hire good copywriters to produce content — and SMB’s will spend overall LESS dollars on content, but a higher percentage of overall budget.
    In my experience, SMB’s have a lot of advantages over larger companies in how quickly they can move and adapt – and utilizing marketing technology to help them work smarter rather than harder could pay dividends as well.

  • http://www.webdesignkc.co.uk/ Rory

    I have noticed this trend as well. Our smaller web design clients seem to take ownership of their website, using social media and often publishing articles for SEO purposes where the larger blue chip companies don’t get involved at all. Perhaps its because the smaller company has a lot more to lose if their online (& offline) campaigns don’t work.