What SMBs Want in Thought Leadership Content

Bredin’s recent survey of 500 U.S. SMB principals identified the characteristics of effective thought leadership content.

‍Clarity and credibility are most important. SMBs of all sizes agree that good thought leadership content is easy to understand. Any claims should be backed by data, customer testimonials, or other proof points.

‍Demonstrates SMB understanding. Smaller SMBs want thought leadership content to show an understanding of their business. Specifically, “industry knowledge” and “understanding businesses of their size” rank as the second- or third-highest preferences for very small businesses (VSBs, with 1-19 employees) and small businesses (SBs, with 20-99 employees).

‍Research. For midsized businesses (MBs, with 100-1,000 employees) original research is the second most important attribute of thought leadership content, and fourth for VSBs.

What SMBs Value in Thought Leadership Content

‍How important are each of these content characteristics in demonstrating that a vendor is a thought leader?

Next week, we’ll share optimal content delivery timing, and how to motivate SMBs to provide their contact information in exchange for access to your content.

‍Need expert SMB insight? With an exclusive focus on the SMB market and decades of market research experience, Bredin delivers uniquely valuable and actionable custom and omnibus research. Contact us to learn how we can support your 2026 GTM, product, content, PR, social, and sales goals.