We surveyed 375 senior content team executives and practitioners in companies with at least 1,000 employees, Methodology across three geographies, The US, Europe (UK, Spain and Germany), and China. Additionally, we made sure to include a fixed quota of respondents from five industry verticals: banking / finance, healthcare, manufacturing, retail, and technology. We asked each respondent multiple choice answer questions about how they strategize, produce, deliver, and measure digital content. Many thanks to my colleagues at Prophet, Ted Moser, Mat Zucker and David Novak for their guidance and vision for Acknowledgments this report. Special thanks to Aubrey Littleton for driving our survey and conducting our research analysis. Open Research This independent research report was 100 percent funded by Altimeter, a Prophet Company. This report is published under the principle of Open Research and is intended to advance the industry at no cost. This report is intended for you to read, utilize, and share with others; if you do so, please provide attribution to Altimeter, a Prophet Company. Permissions The Creative Commons License is Attribution-Noncommercial ShareAlike 3.0 United States, which can be found at https://creativecommons.org/licenses/by-nc-sa/3.0/us/. Disclaimer ALTHOUGH THE INFORMATION AND DATA USED IN THIS REPORT HAVE BEEN PRODUCED AND PROCESSED FROM SOURCES BELIEVED TO BE RELIABLE, NO WARRANTY EXPRESSED OR IMPLIED IS MADE REGARDING THE COMPLETENESS, ACCURACY, ADEQUACY, OR USE OF THE INFORMATION. THE AUTHORS AND CONTRIBUTORS OF THE INFORMATION AND DATA SHALL HAVE NO LIABILITY FOR ERRORS OR OMISSIONS CONTAINED HEREIN OR FOR INTERPRETATIONS THEREOF. REFERENCE HEREIN TO ANY SPECIFIC PRODUCT OR VENDOR BY TRADE NAME, TRADEMARK, OR OTHERWISE DOES NOT CONSTITUTE OR IMPLY ITS ENDORSEMENT, RECOMMENDATION, OR FAVORING BY THE AUTHORS OR CONTRIBUTORS AND SHALL NOT BE USED FOR ADVERTISING OR PRODUCT ENDORSEMENT PURPOSES. THE OPINIONS EXPRESSED HEREIN ARE SUBJECT TO CHANGE WITHOUT NOTICE 29