Author: Lisa Murton Beets

Lisa Murton Beets is Content Marketing Institute's research director. She oversees all aspects of our annual content marketing survey, as well as the reports we publish based on the findings. Lisa also works with CMI’s consulting/advisory and sales teams to develop and report on custom research surveys. Follow her @LisaBeets.

By lisa-murton-beets published April 14, 2021

How Well Does Content and Marketing Help Sales Teams? [New Research]

We hear a lot these days about “sales enablement.” While there are various definitions, sales enablement boils down to helping your sales team be as successful as possible.

How do marketers develop sales content within their companies? Is the content useful to the salespeople for whom it is developed? Where is it stored and managed so salespeople can access it? How is it measured?

These are just some of the questions CMI set out to answer in our latest survey, Creating Content for Sales Enablement. All respondents indicated they are involved in some way with creating content for their company’s sales teams. We heard mostly from content marketing/content strategy leaders (39%), marketing leaders (28%), and content creators (24%).Continue Reading

By lisa-murton-beets published March 10, 2021

Conversions Attract Attention of More Tech Marketers [New Research]

Are you focusing more on generating demand, leads, and conversions from your content marketing? If so, you’re not alone – especially if you work for a technology company.

A key trend in our recent annual content marketing research is an increased emphasis on demand and lead generation and conversion measurement among tech marketers. Whether that is a long-term change or a blip caused by pandemic-related pressures remains to be seen.

Let’s look more closely at this and other findings released today in Technology Content Marketing Benchmarks, Budgets, and Trends with Insights for 2021 sponsored by IDG Communications Inc. The report reflects responses from 290 content marketers at for-profit technology companies who participated in the 11th annual Content Marketing Institute/MarketingProfs survey in July 2020.Continue Reading

By lisa-murton-beets published November 18, 2020

Manufacturing Content Marketers Shift Gears in a COVID-19 World [New Research]

Manufacturing content marketers have done the big things to adapt in a COVID-19 world. Seventy percent have changed their targeting/messaging strategy, 60% have adjusted their editorial calendar, and 57% have put more resources toward social media/online communities.

Those are a few findings from the Manufacturing Content Marketing Benchmarks, Budgets, and Trends: Insights for 2021 report from the Content Marketing Institute, sponsored by GlobalSpec. The report presents the responses from the manufacturing content marketers who took part in our broader 11th annual content marketing survey.

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By lisa-murton-beets published November 6, 2019

What’s Happening in Manufacturing Content Marketing [New Research]

If you were to guess the top challenge facing content marketers working in the manufacturing industry in 2020, you’d likely get it wrong.

It’s not communicating complex ideas in a digestible way. Nor is it getting access to experts to explain these complicated concepts.

The top challenge in manufacturing is one content marketers in many industries share: overcoming the traditional marketing-and-sales mindset.

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By lisa-murton-beets published August 27, 2019

5 Actions Backed by Research to Improve Your Content Marketing

Editor’s note: Because research continues to be one of the most effective cornerstones of content marketing, Lisa Murton Beets updates her 2017 and 2018 articles on the subject.

Heading into the fall is a great time to evaluate your content marketing. How have you done so far this year? If your program isn’t yet where you want it to be, now’s the time to start making some tweaks.

Here are some key takeaways from CMI’s research over the last 12 months to help inform that work.

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By lisa-murton-beets published December 12, 2018

B2C Content Marketing: What a Difference Commitment Makes [2019 Research]

The outlook for B2C content marketing looks bright if budgets are any indication. Fifty-seven percent of B2C marketers surveyed expect their 2019 content marketing budget to increase over 2018, and 29% of those expect it to increase by more than 9%.

We don’t yet know where those increases will be spent, of course. But our latest research reveals that 56% of B2C marketers who increased spending over the last 12 months did so in the area of content creation.

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By lisa-murton-beets published November 7, 2018

The One Thing Manufacturing Content Marketers Must Do Now [New Research]

Too many manufacturing organizations are still talking about themselves in the content they create.

According to our new research, Manufacturing Content Marketing 2019: Benchmarks, Budgets, and Trends sponsored by IEEE GlobalSpec, only half of manufacturing marketers always or frequently prioritize their audience’s informational needs over their sales/promotional message while creating content.

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By lisa-murton-beets published October 10, 2018

2019 B2B Content Marketing Research: It Pays to Put Audience First

You’ve come a long way, content marketers. Today, nearly all top-performing B2B content marketers – 90% – put their audience’s informational needs ahead of their company’s sales/promotional message.

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By lisa-murton-beets published July 19, 2018

5 Research-Based Actions to Improve Your Content Marketing


Editor’s note: The 2019 version of the article is available here.

A little over halfway through 2018, you may be looking for insights on how to maximize your content marketing efforts. Or, maybe you need some great stats to help you build your business case for content marketing.

Take stock of what CMI’s annual research with MarketingProfs revealed about the state of B2B content marketing in 2018 – and what you can do to focus your efforts for the best return. (And stay tuned for new research results this fall.)

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By lisa-murton-beets published May 30, 2018

4 Paths to Better Content Management and Strategy [New Research]


I’ve been in the content marketing space long enough to be familiar with the saying, “If you create all this great content and yet no one sees it, what’s the point?”

This simple question helps those starting in content marketing stay focused on the big picture.

Today, though, that saying should go something like this:

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