1. The 28 Million Opportunity You Can’t Afford to Miss
Gerri Detweiler, Nav
Stu Richards, Bredin

2. Gerri Detweiler
Head of Market Education, Nav

3. Stu Richards
CEO, Bredin

4. 28.8 million small businesses 9.9 million women owned firms
Who Are They?
28.8 million small businesses
9.9 million women owned firms
80% no employees
406,000 start ups
401,00 firm closures
Nearly 35% of workforce is non employee workers

6. Experts In Their Business, Not Business Experts

7. Consumers Too Budget Credit Taxes Saving Retirement Insurance
No safety net

8. SMBs are most interested in content on technology, and their industry
Preferred Topics
SMBs are most interested in content on technology, and their industry
On a scale of 1 (never) to 5 (very often), how often do you go online to find thought leadership content on the following topics to help you manage and grow your business?
Technology
Law and taxes
Financial planning and management
n=302
Top-two box 3

9. Preferred Topics: Company Size
The largest SMBs are most interested in content on financial planning and management
On a scale of 1 (never) to 5 (very often), how often do you go online to find thought leadership content on the following topics to help you manage and grow your business?
n=302
Top-two box
Unweighted 3

10. Preferred Topics: 2016 Business Outlook
Fast-growth SMBs are most interested in content on technology
On a scale of 1 (never) to 5 (very often), how often do you go online to find thought leadership content on the following topics to help you manage and grow your business?
n=302
Top-two box 3

11. Preferred Topics: Respondent Age
Millennial SMBs are most interested in content on technology and financial management
On a scale of 1 (never) to 5 (very often), how often do you go online to find thought leadership content on the following topics to help you manage and grow your business?
n=302
Top-two box 3

12. New Product Awareness: Sources
SMBs are most likely to learn about your new offerings directly from you
In general, where would you say you first learn about new products and services for your business? (rank from most to least important) 1
Business news media / review sites / blogs
Other business owners / peers / colleagues
My external team2 3
1 – e.g., , websites, trade shows, sales call from representative, etc.
2 – e.g., my accountant, attorney or local technology consultant / reseller
3 – e.g., my IT manager, financial manager, HR manager, etc. 3
Rated 1 or 2
n=307

13. Contact Preferences: First Touch
SMBs prefer that marketers send them advisory content as a first touch
If you were a marketing consultant, how would you recommend that companies contact you? Please rank these ways that a company can first contact or engage with you from top (most likely to be effective) to bottom (least likely to be effective). 1
n=301
Top-two box
1 – e.g. on news sites
2 – e.g. Facebook, Twitter and LinkedIn 2 3

14. Format Preferences: Syndicated Content
SMBs are most likely to click on case studies from a text or banner ad
On a scale of 1 (very unlikely to read or watch it based on a link or an ad) to 5 (very likely to read or watch it based on a link or an ad), please rate each of these kinds of marketing content.
Top 5
n=301
Top-two box 3

15. Purchase Intent
SMBs are most likely to ship a package this year, and purchase new office technology next year
What is your best guess as to when you will do each of these things for your business?1
n=310 3

16. Purchase Intent (continued)
SMBs are least likely to change their landline phone service provider this year
What is your best guess as to when you will do each of these things for your business?1
Create / launch a new website
Apply for a new loan / line of credit
Open a new business checking account
Change cellphone carriers
Set up, or change providers of, a company retirement plan
n=310 3

17. Sales Stage Influences
SMBs learn about products and services through mass and social media; use content to conduct research; and rely on sales reps, the product section of your site, and peers to make a purchase decision
For each of these sources / formats, please select the stage in the purchase cycle – awareness (i.e., where you first learn about a product or service), research (i.e., investigation / evaluation) or purchase – where you are most likely to use it.
n=301 3

18. Same Topics, New Angles

19. 9 Ways to Monetize #Smallbiz Content
Brand Ambassador
Social campaigns
marketing campaigns
Affiliate programs
Sponsored posts
Content creation
Lead generation
Advertising
Create a course

20. Affiliate Program Examples
Want more? Complete list
Tax
TaxAct
Xero
Quickbooks
Legal
JustAnswer
USLegalForms
CorporateDirect
Financial
Nav
Authorize.net
Debt.com

21. Content marketing strategy
Contact Bredin for:
Content marketing strategy
Develop an effective SMB content marketing plan
Original content
Tailored, relevant and actionable for SMBs
Market research
Fast, inexpensive SMB data and insight
Stu Richards, CEO 7 21

22. Thank You