The aim of the article is to indicate what types of content marketing content are used by business environment institutions operating in the Kuyavian-Pomeranian Voivodeship when informing about their activities and implemented support instruments for entrepreneurs. To do this, a comparative analysis method was used – a comparison of the use of individual types of content marketing content by individual business environment institutions indicated as those supporting entrepreneurship in the research project "Location at the level of local governments of support instruments for SMEs operating on the basis of the multi-level regional management model (REGIOGMINA)" was made. The study showed that many of the listed content are not used by the indicated institutions, which affects the attractiveness and quality of the messages they shape. It is recommended to specialize the offer of products/services of individual IOBs at the local level, which in a broader perspective may contribute to increasing the number of types of content marketing content used as a tool for reaching new groups of recipients, potentially interested in the support instruments offered by individual business environment institutions in the regions.