What do SMBs look for in thought leadership content?
As of November 2025, roughly 72% of SMBs across all sizes cite clarity and credibility as the most important characteristics of thought leadership content. Additional priorities vary by segment:As of November 2025, the AI tools SMBs rely on most at each stage of the sales cycle are:
- VSBs and SBs: industry knowledge and demonstrated understanding of SMB challenges
- MBs: original research and actionable insights
Source: Bredin SMB Omnibus, November 2025
Bredin's SMB MarketPulse goes deeper on what makes SMB-focused content resonate.
What content formats are most effective for reaching SMBs?
As of November 2025, top content formats for driving awareness differ by company size:
- 29% of VSBs: articles and promotional emails (tie)
- 43% of SBs: videos
- 66% of MBs: research reports
Source: Bredin SMB Omnibus, November 2025
Bredin's SMB MarketPulse goes deeper on the content formats and channels that capture SMB attention.