- Most marketers develop ideas for content based on intuition rather than research or data
- 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
- 52% of marketers surveyed say their team does not have a clear understanding of what works, and why, regarding content.
Report via 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.