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How Marketers Generate Content Ideas

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Most marketers still develop ideas for content based on intuition rather than research or data, according to a recent report from Rundown.

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.

About the research: 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.


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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

Twitter: @ayaznanji

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