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 March 23, 2022

Tech Marketers Shine But Face a Big Hurdle: Content Operations [New Research]

Content marketers at technology companies have a good handle on content marketing, according to our latest research. They’ve got a strategy, and they know if it’s working because they measure and report results. And most expect more budget to work with this year.

Does that mean tech company marketers avoid the challenges and growing pains that keep their colleagues in other industries up at night?

Not quite.

To find out the challenges tech companies face (as well as they’re planning to invest), let’s examine the findings in CMI’s Technology Content Marketing Benchmarks, Budgets, and Trends with Insights for 2022 sponsored by Foundry. The report reflects responses from 216 content marketers at for-profit technology companies who participated in the 12th annual Content Marketing Institute/MarketingProfs survey in July 2021.Continue Reading

By lisa-murton-beets published November 17, 2021

Manufacturing Marketers: 5 Ways to Keep Your Momentum [New Research]

Many manufacturing marketers say they often struggle with getting people in their companies to understand content marketing.

Fifty-one percent say they face a hurdle in overcoming the traditional marketing and sales mindsets while 51% say they’re challenged with creating valuable content instead of sales-oriented content. Half report access to subject matter experts to create content as a challenge.Continue Reading

By lisa-murton-beets published November 10, 2021

7 Things Content Marketers Told Us About Video [New Research]


Video, a powerful tool in the storytelling arsenal, has become more important in the last two years, according to 83% of marketers.

That’s one key finding from Content Marketing Institute’s new Video & Visual Storytelling Survey sponsored by Vidyard.Continue Reading

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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