1. B2B SMALL BUSINESS CONTENT MARKETING:
2014 Benchmarks, Budgets, and Trends – North America
SponSored by

2. Overview: The State of B2B SMALL BUSINESS Content Marketing IN NORTH AMERICA
Greetings Content Marketers,
Welcome to 2014 B2B Small Business Content Marketing Trends, North America. In this report, we look at how the content marketing
practices of small business marketers (10-99 employees) in the business-to-business (B2B) space have changed over the last year.
In some areas, we show how the most effective small business marketers approach content marketing differently than their less
effective peers. In other areas, we compare small business marketers with enterprise marketers (1,000+ employees).
Here are some of the key findings:
• Confidence is up. Last year, 34% of B2B small business marketers said they were effective at content marketing. This year,
45% say they are effective.
• B2B small business marketers are more likely to have a documented content strategy when compared with their peers at
both smaller and larger organizations.
• B2B small business marketers are using social media more frequently than they did last year. The biggest jumps have been
in Google+ (40% to 61%), SlideShare (24% to 40%), Instagram (9% to 23%), and YouTube (62% to 75%).
While B2B small business marketers continue to be challenged with producing enough content as well as engaging content,
they have made improvements in both of these areas. They also continue to invest in content marketing, with 60% saying they
will increase their spending over the next 12 months.
We hope you find this information useful in executing your own content marketing strategy.
Joe Pulizzi
Founder
Content Marketing Institute
SponSored by
2

3. USAGE
94% of B2B small business marketers use content marketing.
Percentageof B2B
Percentage of B2B
Small BusinessMarketers
Small Business Marketers
Using Content Marketing
Using Content Marketing
6%
do not
use content
marketing
 Compared with last year, the percentage
of B2B small business marketers who use
content marketing has remained the same.
94%
use content
marketing
2014 B2B Small Business Content Marketing Trends—North America:
Content Marketing Institute/MarketingProfs
SponSored by
3

4. OVERALL EFFECTIVENESS
45% of B2B small business marketers say
they are effective at content marketing.
How B2B Small Business Marketers
How B2B Small Business Marketers
Rate the Effectiveness of
Rate the Effectiveness of
Their Organization’s
Their Organization’s
Use of Content Marketing
Use of Content Marketing
5
4
3
Very Effective
10%
35%
 Last year, 34% of B2B small business
marketers said they were effective at
content marketing.
40%
13%
2
1
Not At All Effective
0
10 20 30
2%
40 50 60 70 80 90 100
2014 B2B Small Business Content Marketing Trends—North America:
Content Marketing Institute/MarketingProfs
SponSored by
4

5. OVERALL EFFECTIVENESS
Profile of a best-in-class B2B small business marketer.
Comparison Most Effective B2B Small Business Marketers
Comparison ofof Most Effective B2BSmall Business Marketers
with Least Effective B2B Small Business Marketers
with Least Effective B2B Small Business Marketers
Most Effective
Overall/Average
Least Effective
Has a documented content strategy
69%
48%
7%
Has someone who oversees content marketing strategy
88%
78%
51%
Producing more content than one year ago
81%
75%
55%
Average number of tactics used
15
13
9
Average number of social media platforms used
7
6
4
Percentage of marketing budget spent on content marketing
35%
27%
13%
Plans to increase content marketing spend over next 12 months
66%
60%
66%
Challenged with producing engaging content
33%
45%
60%
Challenged with producing a variety of content
33%
40%
49%
Challenged with lack of budget
24%
37%
47%
• “Most Effective” = Respondents who rated their organization’s use of content marketing as 4 or 5 in terms
of effectiveness (on a scale of 1 to 5, with 5 being “Very Effective”)
• “Least Effective” = Respondents who rated their organization’s use of content marketing as 1 or 2 in terms
of effectiveness (on a scale of 1 to 5, with 1 being “Not At All Effective”)
2014 B2B Small Business Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
SponSored by
5

6. STRATEGY
48% of B2B small business marketers have a
documented content strategy.
Percentage of B2B Small Business
Percentage of B2B Small Business
Marketers Who Have a Documented
Marketers Who Have a Documented
Content Strategy
Content Strategy
5%
Unsure
47%
48%
Yes
No
 B2B small business marketers are more
likely to have a documented content
strategy when compared with their peers at
all other sizes of B2B companies.
 B2B small business marketers who have
a documented content strategy are more
effective and less challenged with almost
all aspects of content marketing when
compared with their peers who do not have
a documented strategy.
2014 B2B Small Business Content Marketing Trends—North America:
Content Marketing Institute/MarketingProfs
SponSored by
6

7. STRATEGY
78% of B2B small businesses have someone in place
to oversee content marketing strategy.
Percentage of B2B Small Businesses
Percentage of B2B Small Businesses
with Someone Who Oversees
Someone Who Oversees
Marketing Strategy
Content MarketingStrategy
 B2B small businesses are far more likely
than enterprise companies to have someone
in place who oversees content marketing
strategy (78% vs. 58%).
4%
Unsure
18%
No
78%
Yes
2014 B2B Small Business Content Marketing Trends—North America:
Content Marketing Institute/MarketingProfs
SponSored by
7

8. CONTENT VOLUME
75% of B2B small business marketers are producing
more content than they did one year ago.
Change in Amount of Content Creation
Change in Amount of Content Creation
Among B2B Small Business Marketers
Among B2B Small Business Marketers
(Over Last 12 Months)
(Over Last 12 Months)
3%
Less
19%
Same Amount
36%
 B2B small business marketers have
increased their content production more
so than enterprise marketers (75% vs. 70%).
Significantly
More
39%
More
2014 B2B Small Business Content Marketing Trends—North America:
Content Marketing Institute/MarketingProfs
SponSored by
8

9. TACTIC USAGE
B2B small business marketers use an average of 13
content marketing tactics.
Content Marketing Usage Among
Content Marketing Usage Among
B2B Small Business Marketers
B2B Small BusinessMarketers
100
88%
(by Tactic)
Tactic)
82%82%
80
77% 76%
 For the second year in a
row, B2B small business
marketers said their top
three tactics are social
media content (other
than blogs), articles
on their website, and
eNewsletters.
75% 74%
69%
63% 62%
60
61%
48%
Games/Gamification
Print Newsletters
Annual Reports
8%
21%
%
17% 17
Podcasts
Virtual Conferences
Mobile Apps
24% 24% 23%
Licensed/Syndicated Content
21%
Digital Magazines
Books
Print Magazines
eBooks
Branded Content Tools
Mobile Content
Microsites
Infographics
Webinars/Webcasts
White Papers
Online Presentations
Articles on Other Websites
In-person Events
Case Studies
Videos
Blogs
eNewsletters
Articles on Your Website
0
Social Media – Other than Blogs
20
Research Reports
40%
36% 35%
33% 32%
29%
26%
40
 Most percentages
shown here are fairly
similar to last year,
with the exceptions of
infographic use, which
has risen from 39%
to 48%, and mobile
content, which has risen
from 27% to 35%.
2014 B2B Small Business Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
SponSored by
9

10. TACTIC EFFECTIVENESS
B2B small business marketers say case studies and
in-person events are the most effective tactics they use.
Effectiveness Ratings of Tactics Among
Effectiveness Ratings of Tactics Among
B2B
B2B Small Business Marketers Who Use Them
Marketers Who Use Them
Say It’s Effective*
69%
67%
65%
65%
64%
63%
63%
59%
59%
58%
Say It’s Less Effective
Case Studies
In-person Events
Blogs
eNewsletters
eBooks
Videos
Webinars/Webcasts
Articles on Your Website
Research Reports
White Papers
31%
33%
35%
35%
36%
 Confidence with all of these tactics has risen
this year. The biggest jumps have been with
eBooks (53% to 64%), eNewsletters
(56% to 65%), and articles on your website
(50% to 59%).
37%
37%
41%
41%
42%
100 90 80 70 60 50 40 30 20 10 10 20 30 40 50 60 70 80 90 100
* Percentage of respondents who rated these tactics as a 4 or 5 in terms
of effectiveness (on a scale of 1 to 5, with 5 being “Very Effective”)
2014 B2B Small Business Content Marketing Trends—North America:
Content Marketing Institute/MarketingProfs
SponSored by
10

11. SOCIAL MEDIA USAGE
B2B small business marketers cite LinkedIn as the social
media platform they use most often to distribute content.
Percentage of B2B Small Business
Percentage of B2B Small Business
Marketers Who Use Various Social
Marketers Who Use Various Social
Media Platforms to Distribute Content
Media Platforms to Distribute Content
LinkedIn
Twitter
Facebook
YouTube
Google+
SlideShare
Pinterest
40%
36%
61%
91%
86%
82%
75%
0
20
40
 Once again this year, LinkedIn, Twitter, and
Facebook (in that order) are cited as the
platforms used most often.
 Usage of all these platforms has risen since last
year. Vine was a new option this year.
23%
Vimeo
23%
Vine 16%
15% Flickr
15% Foursquare
15% StumbleUpon
14% Tumblr
Instagram
 B2B small business marketers use an average
of six social media platforms to distribute
content, compared with five last year.
 Compared with last year, the biggest jumps in
usage have been with Google+ (40% to 61%),
SlideShare (24% to 40%), Instagram
(9% to 23%), and YouTube (62% to 75%).
60
80
100
2014 B2B Small Business Content Marketing Trends—North America:
Content Marketing Institute/MarketingProfs
SponSored by
11

12. SOCIAL MEDIA EFFECTIVENESS
Although adoption rates for social media are high, B2B
small business marketers are unsure of its effectiveness.
EffectivenessRatings of Social Media
Effectiveness Ratings of Social Media
Platforms Among B2B Small Business
Platforms Among B2B Small Business
Marketers Who Use Them
MarketersWho Use Them
Say It’s Effective*
60%
49%
SlideShare
49%
Twitter
LinkedIn
Vimeo
43%
42% YouTube
30% Pinterest
28%
Say It’s Less Effective
40%
51%
51%
57%
58%
70%
Facebook
 This is the first year that survey respondents
were asked to rate the effectiveness of social
media platforms. Like their enterprise peers,
B2B small business marketers say LinkedIn is
the most effective.
72%
100 90 80 70 60 50 40 30 20 10 10 20 30 40 50 60 70 80 90 100
*Percentage of respondents who rated these tactics as a 4 or 5 in terms of
effectiveness (on a scale of 1 to 5, with 5 being “Very Effective”)
2014 B2B Small Business Content Marketing Trends—North America:
Content Marketing Institute/MarketingProfs
SponSored by
12

13. ORGANIZATIONAL GOALS
B2B small business marketers say brand awareness is
their organization’s top goal for content marketing.
Organizational Goals for
Organizational Goals for
Content Marketing
ContentMarketing
(B2B Small Businesses)
(B2BSmall Businesses)
85%
Lead Generation
78%
Customer Acquisition
74%
Thought Leadership
69%
Engagement
62%
Website Traffic
62%
Customer Retention/Loyalty 58%
52%
Sales
Lead Management/Nurturing 50%
Brand Awareness
0
10 20 30
 Brand awareness is the top goal for most
B2B content marketers, regardless of
company size.
40 50 60 70 80 90 100
2014 B2B Small Business Content Marketing Trends—North America:
Content Marketing Institute/MarketingProfs
SponSored by
13

14. MEASUREMENT
B2B small business marketers cite Web traffic
as their top content marketing metric.
Metrics for
Metrics for
Content Marketing Success
Content Marketing Success
(B2B Small Businesses)
(B2B Small Businesses)
Website Traffic
64%
Sales Lead Quality
57%
Sales Lead Quantity 51%
Social Media Sharing 49%
SEO Ranking
48%
Time Spent on Website 41%
Direct Sales 37%
Qualitative Feedback from Customers 37%
Inbound Links 35%
Subscriber Growth 34%
Benchmark Lift of Company Awareness 27%
Benchmark Lift of Product/Service Awareness 23%
Increased Customer Loyalty 22%
Cross-selling 13%
Cost Savings 7%
0
10 20 30
the last year, with two notable exceptions:
B2B small business marketers are looking
less often at direct sales and qualitative
feedback from customers, which are both
down seven percentage points this year.
40 50 60 70 80 90 100
2014 B2B Small Business Content Marketing Trends—North America:
Content Marketing Institute/MarketingProfs
14
 Metrics have remained fairly steady over
SponSored by

15. BUDGET
60% of B2B small business marketers plan to increase
their content marketing budget over the next 12 months.
Content Marketing Spending Among
Content Marketing Spending Among
B2B Small BusinessMarketers
B2B Small Business Marketers
(Over Next 12Months)
(Over Next 12 Months)
1% 7%
Unsure
Decrease
12%
Significantly
Increase
48%
Increase
 Last year, 57% of B2B small business
marketers planned to increase spending.
 More B2B small business marketers say they
will increase spending when compared with
enterprise marketers (60% vs. 52%).
31%
Remain the
Same
2014 B2B Small Business Content Marketing Trends—North America:
Content Marketing Institute/MarketingProfs
SponSored by
15

16. BUDGET
On average, B2B small business marketers allocate
27% of their total budget to content marketing.
Percentage ofMarketing Budget
Percentage of Marketing Budget
Spent on Content Marketing
Spent on Content Marketing
(B2B Small Businesses)
(B2B Small Businesses)
1%
4%
100%
75%-99%
50%-74%
25%-49%
13%
13%
10%-24%
13%
13%
5%-9%
1%-4%
2%
0%
22%
 B2B small business marketers allocate
more budget to content marketing when
compared with enterprise marketers
(27% vs. 25%).
18%
Unsure
0
 Last year, B2B small business marketers
allocated 31% of their budget to content
marketing.
10
20
30
Average Spent: 27%
2014 B2B Small Business Content Marketing Trends—North America:
Content Marketing Institute/MarketingProfs
SponSored by
16

17. INSOURCING VS. OUTSOURCING
34% of B2B small business marketers outsource
content creation.
Insourcing vs. Outsourcing
Insourcing vs. Outsourcing
of Content Creation
of Content Creation
(B2B Small Businesses)
(B2B Small Businesses)
66%
In-house Only
Outsourced Only 1%
10
 B2B small business marketers outsource
far less frequently when compared with
enterprise marketers (34% vs. 73%).
33%
Both
0
 Last year, 39% of B2B small business
marketers outsourced content creation.
20
30
40
50
60
70
2014 B2B Small Business Content Marketing Trends—North America:
Content Marketing Institute/MarketingProfs
SponSored by
17

18. INSOURCING VS. OUTSOURCING
Writing and design are the functions that B2B small
business marketers are most likely to outsource.
Functions that B2B
Small Business
Functions that B2B Small
Business Marketers Outsource
Marketers Outsource
61%
56%
Writing
Design
 Writing and design are the top two
functions that content marketers outsource,
regardless of company size.
Content Distribution/Syndication 35%
Editing
21%
Content Planning & Strategy 11%
Measurement/Analytics 11%
Buyer Persona Creation 2%
0
10 20 30
40 50 60 70 80 90 100
2014 B2B Small Business Content Marketing Trends—North America:
Content Marketing Institute/MarketingProfs
SponSored by
18

19. SEGMENTATION
B2B small business marketers tailor content
most often by industry trends.
How B2B Small Business Marketers
How B2B Small Business Marketers
Tailor Content
Tailor Content
68%
Industry Trends
58%
Profile of Individual Decision Makers
Company Characteristics
43%
Stage in the Buying Cycle
Personalized Content Preferences
Competitors’ Content
None
0
4%
10
20
 95% of B2B small business marketers tailor
their content in at least one way.
56%
22%
11%
30
40
50
60
70
80
2014 B2B Small Business Content Marketing Trends—North America:
Content Marketing Institute/MarketingProfs
SponSored by
19

20. CHALLENGES
Content production issues top the list of challenges
for B2B small business marketers.
Challenges that B2B
Challenges that B2B
Small Business Marketers Face
Small Business Marketers Face
70%
Producing Enough Content 58%
Lack of Time
Producing the Kind of Content that Engages
Producing a Variety of Content
Lack of Budget
37%
40%
45%
28%
Inability to Collect Information from SMEs 25%
Lack of Knowledge and Training 24%
Lack of Buy-in/Vision 22%
Lack of Integration Across Marketing 17%
Lack of Integration Across HR 14%
Finding Trained Content Marketing Professionals 11%
Inability to Measure Content Effectiveness
0
10 20 30
40 50 60 70 80 90 100
2014 B2B Small Business Content Marketing Trends—North America:
Content Marketing Institute/MarketingProfs
20
 When compared with last year, fewer B2B
small business marketers are challenged
with:
• Producing enough content
(down from 64% to 58%)
• Producing engaging content
(down from 54% to 45%)
• Producing a variety of content
(down from 43% to 40%)
SponSored by

21. CHALLENGES
Lack of time and producing enough content are the biggest
content marketing challenges for B2B small business marketers.
BiggestContent Marketing
Biggest Content Marketing
Challenge for B2B
Challenge for B2B
SmallBusiness Marketers
Small Business Marketers
Lack of Time
34%
Producing Enough Content 13%
Lack of Budget 9%
Lack of Buy-in/Vision
8%
Producing the Kind of Content that Engages
8%
 When compared with B2B enterprise
marketers, small business marketers are
more challenged with lack of time
(34% vs. 13%) and producing enough
content (13% vs. 5%), but less challenged
with producing engaging content
(8% vs. 16%).
Inability to Measure Content Effectiveness 6%
Inability to Collect Information from SMEs
0
10 20 30
5%
40 50 60 70 80 90 100
2014 B2B Small Business Content Marketing Trends—North America:
Content Marketing Institute/MarketingProfs
SponSored by
21

22. DEMOGRAPHICS
B2B Small Business Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America was produced by Content Marketing
Institute (CMI) and sponsored by New Rainmaker. It is based on the responses of a subset of 406 small business (10-99 employees)
business-to-business (B2B) marketers located in North America who replied to the fourth annual Content Marketing Survey. The
responses of the entire pool of B2B North American marketers, from companies of all sizes, were previously reported on in the
CMI/MarketingProfs report, B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America.
The fourth annual Content Marketing Survey was mailed electronically to a sample of marketers using lists from CMI, MarketingProfs,
Brightcove, Blackbaud, King Content, The Association for Data-driven Marketing & Advertising (ADMA), the Direct Marketing Association
UK (DMA), Industry Week, and New Equipment Digest. A total of 4,397 recipients from around the globe—representing a full range of
industries, functional areas, and company sizes—responded throughout July and August 2013.
This report also provides comparisons with the 241 marketers who identified themselves, in the same survey, as for-profit B2B enterprise
(1,000+ employees) marketers located in North America.
Industry Classification,
B2B Small Business
Industry Classification,
B2B Enterprises
(10-99 employees)
Other
Healthcare/
Pharmaceuticals
Advertising/
Communications/
Marketing/PR
22%
Accounting/
Banking/
Finance
Consulting
Publishing/
Media
5%
Internet/Online
Services
6%
7%
Software Design/
Development/
Distribution
15%
Manufacturing
10%
Software Design/
Development/
Distribution
Job Title/Function,
B2B Small Business
29%
3%
3%
(1,000+ employees)
Other
36%
14%
7%
General
Management
7%
Accounting/Banking
Finance
Other
6%
2%
Marketing/
Advertising/
Communications/
PR Management
Content Creation/
Management
10%
Corporate
Management/
Owner
21%
43%
(1,000+ employees)
Sales/Business Management
Sales/Business
Management
Marketing
Administration/
Support
Corporate
Management/Owner
Manufacturing
(10-99 employees)
6%
Job Title/Function,
B2B Enterprises
15%
7%
Publishing/
Media
5%
Advertising/
Communications/
Consulting Marketing/PR
Insurance
5%
Healthcare/
Pharmaceuticals
6%
6%
6%
3%
Website/Technology
4%
General Management
6%
Content Creation/
Management
9%
Other
4%
Marketing/
Advertising/
Communications/
PR Management
61%
Marketing
Administration/
Support
11%
SponSored by
22

23. About Content Marketing Institute:
Content Marketing Institute (CMI) is the leading global content marketing education and training organization.
CMI teaches enterprise brands how to attract and retain customers through compelling, multi-channel storytelling.
CMI’s Content Marketing World, the largest content marketing-focused event, is held every September, and Content
Marketing World Sydney, every March. CMI also produces the quarterly magazine Chief Content Officer, and provides
strategic consulting and content marketing research for some of the best-known brands in the world. CMI is a 2012
and 2013 Inc. 500 company.
View all original CMI research at www.contentmarketinginstitute.com/research. Learn how to create a documented
content marketing strategy, a key component for improving overall content marketing effectiveness.
About New Rainmaker:
New Rainmaker is the complete resource for small businesses that want a more effective and powerful approach to
online marketing. Brought to you by content marketing pioneers Copyblogger Media, the site provides free education
and a demonstration of the technology platform that attracts more prospects and converts more leads.
You get audio lessons, reports, webinars and more—all at no charge. You’ll also see firsthand how Rainmaker—the
next-generation content marketing platform—makes it possible to extract the amazing benefits of content marketing
without the painful technology hassles or expense.
Sign up for free here.
SponSored by
23