Umbrella IT Becomes a Research Partner of GoodFirms International Content Marketing Study
International research platform GoodFirms has published Content Engagement Metrics 2026, a study exploring how approaches to content creation, distribution, and performance measurement are evolving. Umbrella IT was recognized as a research partner and awarded the Research Partner badge.
The survey brought together 192 marketing and content professionals. It examined how companies measure content performance, how artificial intelligence is changing content workflows, and which distribution channels are becoming increasingly important.
Key findings from the study include:
- 82.6% of respondents use AI regularly or extensively in content marketing.
- 65.2% report that search engines and AI-powered answer platforms are becoming increasingly important for content distribution.
- 73.9% consider articles and blog posts among the most effective formats for audience engagement
- 60.9% optimize their content to improve visibility in AI-powered search.
- Only 26.1% of respondents successfully connect engagement metrics to business outcomes.
The study also highlights that publishing more content does not automatically lead to increased traffic. Content expertise, multichannel distribution, and the ability to turn audience engagement into meaningful business actions are becoming increasingly important.
For Umbrella IT, participating in this international study is an opportunity to contribute to the understanding of emerging digital marketing trends and exchange insights with the global professional community. We particularly value the opportunity to explore how businesses are adapting their audience engagement strategies and how new technologies are shaping this transformation.
The full findings and methodology are available in the GoodFirms research report.
