Not surprisingly, large organizations spend significantly more on content creation, however, they spend a lower percentage of the marketing budget on content marketing: 21% versus 34% for smaller businesses (99 employees or less).
Increased spending also translates into more activities. On average, large organizations use nine tactics in their content marketing mix compared to the six tactics used by small businesses. In general, large companies use each tactic at a higher rate than their peers at smaller companies, deploying microsites, videos and custom print magazines at much higher rates.
"Not surprisingly, to sustain a higher level of content creation, large companies are outsourcing more often than their smaller peers," says Debbie Williams, Chief Content Officer at SPROUT Content and author of the B2B Content Marketing: Small Business Report. "Seventy-seven percent of large firms outsource some of their content development, compared to 40% of small businesses."
"One of the areas where large companies lag is with social media," says Joe Pulizzi, Founder of the Content Marketing Institute and co-author of Get Content Get Customers. "Small companies use Twitter, Facebook and LinkedIn more extensively, while large companies only use YouTube at a higher rate."
These reports are a subset of the Junta42 and MarketingProfs B2B Content Marketing: 2010 Benchmarks, Budgets and Trends report, based on surveys of over 1,100 B2B North American marketers.
Download the reports at the Content Marketing Institute.
About Content Marketing Institute
Content Marketing Institute is the leading content marketing resource on the planet. The CMI group includes the Junta42 content agency matching tool, Chief Content Officer magazine and Content Marketing World, the premier international content marketing event.
About SPROUT Content
SPROUT Content is a content marketing agency that is passionate about connecting businesses and their audience through engaging content with purpose. SPROUT develops editorial content strategy and writes custom content that people want to read, subscribe to and share.
SOURCE Content Marketing Institute