Small businesses are increasingly spending more on their websites as they leverage the power of branded content on owned media.
Research by BIA/Kelsey found small businesses in the US have spent 36 per cent more on their websites in the last 12 months than in 2011. At the same time, total annual spending on advertising and promotion remained flat, suggesting that a larger proportion of marketing budgets is being allocated to website content and functionality.
Commenting on the survey findings, director of research at the firm Steve Marshall said: "From web presence and mobile websites to social media, small businesses are building deeper and broader engagement with customers across a range of digital presence platforms."
Indeed, the research found social media is a core medium for small business content marketing, as it is used by nearly two-thirds of respondents. More companies have also optimised their websites for mobile users over the last year, with 22 per cent planning to make their sites mobile-friendly over the coming 12 months.
Social media is the most-used B2B content marketing tactic
The 2013 B2B Content Marketing Benchmarks, Budgets and Trends report by the Content Marketing Institute and MarketingProfs found social media is the content marketing tactic that is used the most by B2B marketers. It is followed closely by content on the business's website, email newsletters and blogs.
Most respondents said they use LinkedIn as the primary social channel for promoting content, followed by last year's top network Twitter and Facebook in third. The new social media channel on the block, Pinterest, is used by just over a quarter of B2B marketers, showing the appeal of visual content marketing as a way of conveying brand messages.
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