The report was based on data from a survey conducted in 2015 of 330 self-identified content marketers who work for companies located in the United States.
Some 88% of respondents say their team generates content ideas in regular group meetings, and 76% say ideas are developed during dedicated brainstorming sessions; 60% of respondents say content ideas are generated by individual staff members.
Only 28% of respondents say content ideas come from research.
More than half (52%) of marketers surveyed say their team does not have a clear understanding of what works, and why, regarding content.
Some 82% of respondents say they do not have a clear understanding of the ROI that their content delivers.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji