North American B2B small business marketers – when compared with their B2B enterprise peers – allocate more budget to content marketing, plan to spend more on content marketing over the next 12 months and outsource content creation less frequently, according to a new report from the Content Marketing Institute (CMI), sponsored by Outbrain. The report says North American B2B small-business marketers:
>> Use an average of 12 content marketing tactics, whereas their B2B enterprise peers use an average of 16
>> Use an average of five social media platforms to distribute content, whereas their enterprise peers use an average of four
>> Create more content in-house, with 39 percent saying they outsource content creation, compared with 65 percent of enterprise marketers who outsource
>> Allocate 31 percent of their total marketing budget to content marketing, whereas their enterprise peers allocate 24 percent
In addition, 57 percent of B2B small-business marketers say they will increase their content marketing budgets during the next 12 months, compared with 46 percent of their enterprise peers.

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