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.