The practitioner survey
In September 2026, survey questions were fielded to Heads of Content and Content Strategy in the UK and US with a near-even geographical split and 10–15 years of professional experience. Survey findings in section 05 use 723 completed responses as their denominator.
How to interpret the survey
The survey captures reported attitudes and expectations within a targeted senior content-leadership cohort. It does not observe organisational behaviour directly and should not be treated as representative of every content professional.
The denominator that matters
Thirty-six identifiable source records were coded across open-source frameworks, commercial products, practitioner discussions, company positioning and long-form strategy guides. Unless a finding explicitly names a smaller subset, percentages use these 36 records as the denominator.
What 20,000+ means
More than 20,000 publicly available pages and discussions formed the broader Exa discovery pool. They helped surface potential material, but they were not individually coded. No percentage in this report uses 20,000+ as its denominator.
How to read the homepage percentages
The 50% measurement finding represents 18 of 36 coded records. The 47% AI-search finding represents 17 of 36. The 91% execution-accelerator finding uses only the smaller subset of records that took an explicit position on AI’s role, so it should not be interpreted as 91% of the full corpus.
Industry coverage
The research concentrates on content strategy, SEO, AI search, GEO, AEO, martech, B2B SaaS, content operations, agencies, consulting and AI content platforms.