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 February 24, 2017

5 Research Insights to Drive Your Content Marketing

research-insights-drive-content-marketing

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

Now in its seventh year, the Content Marketing Institute/MarketingProfs annual survey of content marketers has evolved with the times. In 2010, content marketing was little more than a buzzword. Most marketers dabbling in the approach were curious about the tactics (e.g., blogging, webinars, events) their peers were using and how well those tactics were working.

Sure, we’re still interested in tactics … but there is so much more to consider now. Content marketing has grown into a complex business discipline composed of many distinct areas — content creation, strategy, distribution, paid promotion, and measurement, to name a few. Managers have to determine the best ways to organize content marketing across the enterprise, how much budget they need, and the mix of roles required to pull it off. There’s always something new to learn.Continue Reading

By lisa-murton-beets published July 8, 2016

Use of Interactive Content on the Rise [Research]

Ion_CoverDo you use interactive content to influence the buyer’s journey? Fifty-three percent of content marketers we recently surveyed said they do. And what do you think is their top reason for doing so?

You may suspect that it’s engagement (I know I did). I was pleasantly surprised, however, to see that educating the audience was the No. 1 reason (75%) for using interactive content. Sure, 59% said engagement, making it the No. 2 reason (followed closely by lead gen and brand awareness), but educating the audience — one of the key tenets of content marketing — reigned supreme.Continue Reading

By lisa-murton-beets published January 29, 2013

How Manufacturers are Managing Content Marketing: 7 B2B Insights

content marketing researchThe Content Marketing Institute and MarketingProfs recently published research on B2B and B2C Content Marketing in our 2013 Benchmarks, Budgets and Trends reports. While the findings give us insight into how B2B and B2C marketers are managing content marketing, we were still curious about the state of content marketing in specific key industries, and how content efforts in vertical markets were differing from those of their peers in other industries.

We decided to first look at marketers who work for B2B manufacturing organizations in North America. This group has adopted content marketing at a slightly higher rate (94 percent) than their North American B2B peers across all industries (91 percent).Continue Reading

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