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Most small business owners and managers say they plan to increase or maintain their spend on content marketing over the next 12 months, according to recent research from Service Direct.

The report was based on data from a survey of 702 owners or managers at businesses with fewer than 500 employees (78% of respondents are owners or managers at businesses with fewer than 50 employees).

Some 47% of respondents say they plan to invest more money in content marketing in the next 12 months and 41% say they plan to keep their content marketing investment the same.

Small business content marketing committment in the next 12 months

Some 61% of small business owners and managers say their firm has a documented content marketing plan. This drops to 52% among respondents who work for businesses with 20 or fewer employees.

Small business owners that have a documented content marketing plan

Small business owners and managers say the content types they publish most frequently are product reviews (56% publish at least weekly) and customer testimonials (45%).

Respondents say the content types that are most effective are videos (50% believe to be one of the most effective types), blog posts (41%), customer testimonials (40%), and product reviews (30%).

Effectiveness vs frequeny of content type in small business content marketing

Some 63% of small business owners and managers say their firm handles content marketing in house.

Small business resource allocation for content marketing

About the research: The report was based on data from a survey of 702 owners or managers at businesses with fewer than 500 employees (78% of respondents are owners or managers at businesses with fewer than 50 employees).

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji