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How to Cite a Report in APA Style | Format & Examples

Published on November 6, 2020 by Jack Caulfield . Revised on December 1, 2023.

Reports may be published by governments , task groups, or other organizations. To reference a report with an individual author, include the author’s name and initials, the report title (italicized), the report number, the organization that published it, and the URL (if accessed online, e.g. as a PDF ).

Note that brochures are cited in a similar format. You can easily create accurate APA citations using our free Citation Generator.

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Report with multiple authors, report with organization as author, where to find the report number, frequently asked questions about apa style citations.

When a report has multiple authors, up to 20 should be listed in the reference.

If the report has 21 or more authors, list the first 19, then an ellipsis, then the last listed author:

With in-text citations, list up to two authors. For three or more, list the first followed by “ et al. ”

Prevent plagiarism. Run a free check.

Sometimes, reports do not list individual authors, only the organization responsible. In these cases, list the organization in the author position.

This sometimes results in the name of the author and publisher being identical. Omit the second mention of the organization in this case.

Many reports are associated with a specific number. If a report has a number, it will typically be listed in the database where you found the report.

It will also generally appear on the cover or title page of the report itself.

A report number should always be included when available, but if a report doesn’t have one, you can just leave this part out.

When no individual author name is listed, but the source can clearly be attributed to a specific organization—e.g., a press release by a charity, a report by an agency, or a page from a company’s website—use the organization’s name as the author in the reference entry and APA in-text citations .

When no author at all can be determined—e.g. a collaboratively edited wiki or an online article published anonymously—use the title in place of the author. In the in-text citation, put the title in quotation marks if it appears in plain text in the reference list, and in italics if it appears in italics in the reference list. Shorten it if necessary.

The abbreviation “ et al. ” (meaning “and others”) is used to shorten APA in-text citations with three or more authors . Here’s how it works:

Only include the first author’s last name, followed by “et al.”, a comma and the year of publication, for example (Taylor et al., 2018).

You may include up to 20 authors in a reference list entry .

When an article has more than 20 authors, replace the names prior to the final listed author with an ellipsis, but do not omit the final author:

Davis, Y., Smith, J., Caulfield, F., Pullman, H., Carlisle, J., Donahue, S. D., James, F., O’Donnell, K., Singh, J., Johnson, L., Streefkerk, R., McCombes, S., Corrieri, L., Valck, X., Baldwin, F. M., Lorde, J., Wardell, K., Lao, W., Yang, P., . . . O’Brien, T. (2012).

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General Rule:

Author. (Year). Title of report  (Report No. if given). Publisher. DOI or URL

• If the author and the publishing agency are the same omit the publisher from the citation. 

  Federal Interagency Forum on Child and Family Statistics. (2013). America’s children: key national indicators of well-being. http://childstats.gov/americaschildren/index2.asp.

Author or name of group. (Year). Title of data set [description of form]. Publisher Name or Source of

unpublished data. Retrieved month day, year, from DOI or URL

• Include a retrieval date only if the data set is designed to change over time. 
• If a version number and/or database number is available include it with the data set title. 
• No need to include a publisher name if it is the same as the author.
• If the data is unpublished provide the source (e.g. university) if known. 
• If the dataset is untitled, give a description of the data and publication status in square brackets.

Pew Internet & American Life Project. (2012). November 2012- library services [Data file and code book]. http://www.pewinternet.org/Shared-Content/Data-Sets/2012/November-2012--Library-Services.aspx

Jeffri, J., Schriel, A., & Throsby, D. (2003) The aDvANCE Project: A study of career transition for professional dancers (ICPSR 35598; Version V1)  [Data set].  IPCSR.  https://doi.org/10.3886/ICPSR35598.v1  

Whenever possible, give a citation for the measurements' supporting literature (e.g. manual, book, or journal article ). If the supporting literature is unavailable, cite the the test itself or database record using the following rule.

Author name. (year).  Title of the test. URL

Author name. (year).  Title of the test database record [Database record] . Test Database Name. URL

Hofstede , G &  Hofstede , G. J. (2013). Values Survey Module 2013 .  https://geerthofstede.com/research-and-vsm/vsm-2013/

Castellanos, I., Kronenberger, W.G., & Pisoni, D.B.   ( 2018 ). Learning, Executive, and Attention Function Scale

(LEAF) [Database record]. PsycTESTS.  https://doi.org/10.1037/t66008-000

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APA Citation Style

Citation examples.

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• Supplemental Reference Examples
• Archival Documents and Collections

Parenthetical citations:  (Grady et al., 2019; Jerrentrup et al., 2018)

Narrative citations:  Grady et al. (2019) and Jerrentrup et al. (2018)

• If a journal article has a DOI, include the DOI in the reference.
• If the journal article does not have a DOI and is from an academic research database, end the reference after the page range (for an explanation of why, see the  database information  page). The reference in this case is the same as for a print journal article.
• Do not include database information in the reference unless the journal article comes from a database that publishes original, proprietary content, such as UpToDate (see an example on the  database information  page).
• If the journal article does not have a DOI but does have a URL that will resolve for readers (e.g., it is from an online journal that is not part of a database), include the URL of the article at the end of the reference.
• If the journal article has an article number instead of a page range, include the article number instead of the page range (as shown in the Jerrentrup et al. example).

Parenthetical citations:  (Rabinowitz, 2019; Sapolsky, 2017)

Narrative citations:  Rabinowitz (2019) and Sapolsky (2017)

• If the book includes a DOI, include the DOI in the reference after the publisher name.
• Do not include the publisher location.
• If the book does not have a DOI and comes from an academic research database, end the book reference after the publisher name. Do not include  database information  in the reference. The reference in this case is the same as for a print book.

Parenthetical citations:  (Schaefer & Shapiro, 2019; Schulman, 2019)

Narrative citations:  Schaefer and Shapiro (2019) and Schulman (2019)

• If a magazine article has a DOI, include the DOI in the reference.
• If the magazine article does not have a DOI and is from an academic research database, end the reference after the page range. Do not include  database information  in the reference. The reference in this case is the same as for a print magazine article.
• If the magazine article does not have a DOI but does have a URL that will resolve for readers (e.g., it is from an online magazine that is not part of a database), include the URL of the article at the end of the reference.
• If the magazine article does not have volume, issue, and/or page numbers (e.g., because it is from an online magazine), omit the missing elements from the reference (as in the Schulman example).

Parenthetical citation:  (Carey, 2019)

Narrative citation:  Carey (2019)

• If the newspaper article is from an academic research database, end the reference after the page range. Do not include  database information  in the reference. The reference in this case is the same as for a print newspaper article.
• If the newspaper article has a URL that will resolve for readers (e.g., it is from an online newspaper), include the URL of the article at the end of the reference.
• If the newspaper article does not have volume, issue, and/or page numbers (e.g., because it is from an online newspaper), omit the missing elements from the reference, as shown in the example.
• If the article is from a news website (e.g., CNN, HuffPost)—one that does not have an associated daily or weekly newspaper—use the format for a  webpage on a website  instead.

Parenthetical citation:  (Aron et al., 2019)

Narrative citation:  Aron et al. (2019)

• If the edited book chapter includes a DOI, include the chapter DOI in the reference after the publisher name.
• If the edited book chapter does not have a DOI and comes from an academic research database, end the edited book chapter reference after the publisher name. Do not include  database information  in the reference. The reference in this case is the same as for a print edited book chapter.
• Do not create references for chapters of authored books. Instead, write a reference for the whole book and cite the chapter in the text if desired (e.g., Kumar, 2017, Chapter 2).

Parenthetical citation:  (Merriam-Webster, n.d.)

Narrative citation:  Merriam-Webster (n.d.)

• Because entries in  Merriam-Webster’s Dictionary  are updated over time and are not archived, include a  retrieval date  in the reference.
• Merriam-Webster is both the author and the publisher, so the name appears in the author element only to avoid repetition.
• To quote a dictionary definition, view the pages on quotations and  how to quote works without page numbers  for guidance. Additionally, here is an example:  Culture  refers to the “customary beliefs, social forms, and material traits of a racial, religious, or social group” (Merriam-Webster, n.d., Definition 1a).

Parenthetical citation:  (National Cancer Institute, 2019)

Narrative citation:  National Cancer Institute (2019)

The specific agency responsible for the report appears as the author. The names of parent agencies not present in the  group author name  appear in the source element as the publisher. This creates concise in-text citations and complete reference list entries.

Parenthetical citation:  (Harvard University, 2019)

Narrative citation:  Harvard University (2019)

• Use the name of the account that uploaded the video as the author.
• If the account did not actually create the work, explain this in the text if it is important for readers to know. However, if that would mean citing a source that appears unauthoritative, you might also look for the author’s YouTube channel, official website, or other social media to see whether the same video is available elsewhere.

Parenthetical citations:  (APA Databases, 2019; Gates, 2019)

Narrative citations:  APA Databases (2019) and Gates (2019)

• Present the name of the individual or group author the same as you would for any other reference. Then provide the Twitter handle (beginning with the @ sign) in square brackets, followed by a period.
• Provide the first 20 words of the tweet as the title. Count a URL, a hashtag, or an emoji as one word each, and include them in the reference if they fall within the first 20 words.
• If the tweet includes an image, a video, a poll, or a thumbnail image with a link, indicate that in brackets after the title: [Image attached], [Video attached], [Thumbnail with link attached].
• The same format used for Twitter is also used for Instagram.  

Parenthetical citation:  (News From Science, 2019)

Narrative citation:  News From Science (2019)

• Provide the first 20 words of the Facebook post as the title. Count a URL or other link, a hashtag, or an emoji as one word each, and include them in the reference if they fall within the first 20 words. 
• If a status update includes images, videos, thumbnail links to outside sources, or content from another Facebook post (such as when sharing a link), indicate that in square brackets.

Parenthetical citations:  (Fagan, 2019; National Institute of Mental Health, 2018; Woodyatt, 2019; World Health Organization, 2018)

Narrative citations:  Fagan (2019), National Institute of Mental Health (2018), Woodyatt (2019), and World Health Organization (2018)

• Provide as specific a  date  as is available on the webpage. This might be a year only; a year and month; or a year, month, and day.
• Italicize the title of a webpage.
• When the author of the webpage and the publisher of the website are the same, omit the publisher name to avoid repetition (as in the World Health Organization example).
• When contents of a page are meant to be updated over time but are not archived, include a  retrieval date  in the reference (as in the Fagan example).
• Use the webpage on a website format for articles from news websites such as CNN and HuffPost (these sites do not have associated daily or weekly newspapers). Use the  newspaper article category  for articles from newspaper websites such as  The New York Times  or  The Washington Post .
• Create a reference to an open educational resources (OER) page only when the materials are available for download directly (i.e., the materials are on the page and/or can be downloaded as PDFs or other files). If you are directed to another website, create a reference to the specific webpage on that website where the materials can be retrieved. Use this format for material in any OER repository, such as OER Commons, OASIS, or MERLOT.
• Do not create a reference or in-text citation for a whole website. To mention a website in general, and not any particular information on that site, provide the name of the website in the text and include the URL in parentheses. For example, you might mention that you used a website to create a survey.

The following supplemental example references are mention in the  Publication Manual:

• retracted journal or magazine article
• edition of the Diagnostic and Statistical Manual of Mental Disorders (DSM)
• edition of the International Statistical Classification of Diseases and Related Health Problems (ICD)
• religious work
• annotated religious work

Archival document and collections are not presented in the  APA Publication Manual, Seventh Edition . This content is available only on the APA Style website .  This guidance has been expanded from the 6th edition.

Archival sources include letters, unpublished manuscripts, limited-circulation brochures and pamphlets, in-house institutional and corporate documents, clippings, and other documents, as well as such nontextual materials as photographs and apparatus, that are in the personal possession of an author, form part of an institutional collection, or are stored in an archive such as the Archives of the History of American Psychology at the University of Akron or the APA Archives. For any documents like these that are available on the open web or via a database (subscription or nonsubscription), follow the reference templates shown in Chapter 10 of the Publication Manual.

The general format for the reference for an archival work includes the author, date, title, and source. The reference examples shown on this page may be modified for collections requiring more or less specific information to locate materials, for different types of collections, or for additional descriptive information (e.g., a translation of a letter). Authors may choose to list correspondence from their own personal collections, but correspondence from other private collections should be listed only with the permission of the collector.

Keep in mind the following principles when creating references to archival documents and collections:

• As with any reference, the purpose is to direct readers to the source, despite the fact that only a single copy of the document may be available and readers may have some difficulty actually seeing a copy.
• Include as much information as is needed to help locate the item with reasonable ease within the repository. For items from collections with detailed finding aids, the name of the collection may be sufficient; for items from collections without finding aids, more information (e.g., call number, box number, file name or number) may be necessary to help locate the item.
• If several letters are cited from the same collection, list the collection as a reference and provide specific identifying information (author, recipient, and date) for each letter in the in-text citations (see Example 3).
• Use square brackets to indicate information that does not appear on the document.
• Use “ca.” (circa) to indicate an estimated date (see Example 5).
• Use italics for titles of archival documents and collections; if the work does not have a title, provide a description in square brackets without italics.
• Separate elements of the source (e.g., the name of a repository, library, university or archive, and the location of the university or archive) with commas. End the source with a period.
• If a publication of limited circulation is available in libraries, the reference may be formatted as usual for published material, without the archival source.
• Note that private letters (vs. those in an archive or repository) are considered personal communications and cited in the text only.

1. Letter from a repository

Frank, L. K. (1935, February 4). [Letter to Robert M. Ogden]. Rockefeller Archive Center (GEB Series 1.3, Box 371, Folder 3877), Tarrytown, NY, United States.

• Parenthetical citation: (Frank, 1935)
• Narrative citation: Frank (1935)
• Because the letter does not have a title, provide a description in square brackets.

2. Letter from a private collection

Zacharius, G. P. (1953, August 15). [Letter to William Rickel (W. Rickel, Trans.)]. Copy in possession of Hendrika Vande Kemp.

• Parenthetical citation: (Zacharius, 1953)
• Narrative citation: Zacharius (1953)
• In this example, Hendrika Vande Kemp is either the author of the paper or the author of the paper has received permission from Hendrika Vande Kemp to cite a letter in Vande Kemp’s private collection in this way. Otherwise, cite a private letter as a  personal communication .

3. Collection of letters from an archive

Allport, G. W. (1930–1967). Correspondence. Gordon W. Allport Papers (HUG 4118.10), Harvard University Archives, Cambridge, MA, United States.

• Parenthetical citation: (Allport, 1930–1967)
• Narrative citation: Allport (1930–1967)

To cite specific letters in the text, provide the author and range of years as shown in the reference list entry, plus details about who wrote the specific letter to whom and when the specific letter was written.

• Parenthetical citation: (Allport, 1930–1967, G. Boring to Allport, December 26, 1937)
• Narrative citation: Allport (1930–1967, Allport to G. Boring, March 1, 1939)
• Use the parenthetical citation format to cite a letter that E. G. Boring wrote to Allport because Allport is the author in the reference. Use either the parenthetical or narrative citation format to cite letters that Allport wrote.

4. Unpublished papers, lectures from an archive or personal collection

Berliner, A. (1959). Notes for a lecture on reminiscences of Wundt and Leipzig. Anna Berliner Memoirs (Box M50), Archives of the History of American Psychology, University of Akron, Akron, OH, United States.

• Parenthetical citation: (Berliner, 1959)
• Narrative citation: Berliner (1959)

5. Archival/historical source for which the author and/or date is known or is reasonably certain but not stated on the document

Allport, A. (presumed). (ca. 1937). Marion Taylor today—by the biographer [Unpublished manuscript]. Marion Taylor Papers, Schlesinger Library, Radcliffe College, Cambridge, MA, United States.

• Parenthetical citation: (Allport, ca. 1937)
• Narrative citation: Allport (ca. 1937)
• Because the author is reasonably certain but not stated on the document, place the word “presumed” in parentheses after the name, followed by a period.
• Because the date is reasonably certain but not stated on the document, the abbreviation “ca.” (which stands for “circa”) appears before the year in parentheses.

6. Archival source with group author

Subcommittee on Mental Hygiene Personnel in School Programs. (1949, November 5–6). Meeting of Subcommittee on Mental Hygiene Personnel in School Programs. David Shakow Papers (M1360), Archives of the History of American Psychology, University of Akron, Akron, OH, United States.

• Parenthetical citation: (Subcommittee on Mental Hygiene Personnel in School Programs, 1949)
• Narrative citation: Subcommittee on Mental Hygiene Personnel in School Programs (1949)

7. Interview recorded and available in an archive

Smith, M. B. (1989, August 12). Interview by C. A. Kiesler [Tape recording]. President’s Oral History Project, American Psychological Association, APA Archives, Washington, DC, United States.

• Parenthetical citation: (Smith, 1989)
• Narrative citation: Smith (1989)
• For interviews and oral histories recorded in an archive, list the interviewee as the author. Include the interviewer’s name in the description.

8. Transcription of a recorded interview, no recording available

Sparkman, C. F. (1973). An oral history with Dr. Colley F. Sparkman/Interviewer: Orley B. Caudill. Mississippi Oral History Program (Vol. 289), University of Southern Mississippi, Hattiesburg, MS, United States.

• Parenthetical citation: (Sparkman, 1973)
• Narrative citation: Sparkman (1973)

9. Newspaper article clipping, historical, in personal collection

Psychoanalysis institute to open. (1948, September 18). [Clipping from an unidentified Dayton, OH, United States, newspaper]. Copy in possession of author.

• Parenthetical citation: (“Psychoanalysis Institute to Open,” 1948)
• Narrative citation: “Psychoanalysis Institute to Open” (1948)
• Use this format only if you are the person who is in possession of the newspaper clipping.

10. Historical publication of limited circulation

Sci-Art Publishers. (1935). Sci-Art publications [Brochure]. Roback Papers (HUGFP 104.50, Box 2, Folder “Miscellaneous Psychological Materials”), Harvard University Archives, Cambridge, MA, United States.

• Parenthetical citation: (Sci-Art Publishers, 1935)
• Narrative citation: Sci-Art Publishers (1935)

11. Archived photographs, no author and no title

[Photographs of Robert M. Yerkes]. (ca. 1917–1954). Robert Mearns Yerkes Papers (Box 137, Folder 2292), Manuscripts and Archives, Yale University Library, New Haven, CT, United States.

• Parenthetical citation: ([Photographs of Robert M. Yerkes], ca. 1917–1954)
• Narrative citation: [Photographs of Robert M. Yerkes] (ca. 1917–1954)
• Because the archived photographs do not have a title, provide a bracketed description instead.
• Because the archived photographs do not have an author, move the bracketed description to the author position of the reference.

12. Microfilm

U.S. Census Bureau. (1880). 1880 U.S. census: Defective, dependent, and delinquent classes schedule: Virginia [Microfilm]. NARA Microfilm Publication T1132 (Rolls 33–34), National Archives and Records Administration, Washington, DC, United States.

• Parenthetical citation: (U.S. Census Bureau, 1880)
• Narrative citation: U.S. Census Bureau (1880)

Read the full APA guidelines on citing ChatGPT 

OpenAI. (2023).  ChatGPT  (Mar 14 version) [Large language model].  https://chat.openai.com/chat

• Parenthetical citation:  (OpenAI, 2023)
• Narrative citation:  OpenAI (2023)

Author:  The author of the model is OpenAI.

Date:  The date is the year of the version you used. Following the template in Section 10.10, you need to include only the year, not the exact date. The version number provides the specific date information a reader might need.

Title:  The name of the model is “ChatGPT,” so that serves as the title and is italicized in your reference, as shown in the template. Although OpenAI labels unique iterations (i.e., ChatGPT-3, ChatGPT-4), they are using “ChatGPT” as the general name of the model, with updates identified with version numbers.

The version number is included after the title in parentheses. The format for the version number in ChatGPT references includes the date because that is how OpenAI is labeling the versions. Different large language models or software might use different version numbering; use the version number in the format the author or publisher provides, which may be a numbering system (e.g., Version 2.0) or other methods.

Bracketed text  is used in references for additional descriptions when they are needed to help a reader understand what’s being cited. References for a number of common sources, such as journal articles and books, do not include bracketed descriptions, but things outside of the typical peer-reviewed system often do. In the case of a reference for ChatGPT, provide the descriptor “Large language model” in square brackets. OpenAI describes ChatGPT-4 as a “large multimodal model,” so that description may be provided instead if you are using ChatGPT-4. Later versions and software or models from other companies may need different descriptions, based on how the publishers describe the model. The goal of the bracketed text is to briefly describe the kind of model to your reader.

Source:  When the publisher name and the author name are the same, do not repeat the publisher name in the source element of the reference, and move directly to the URL. This is the case for ChatGPT. The URL for ChatGPT is  https://chat.openai.com/chat . For other models or products for which you may create a reference, use the URL that links as directly as possible to the source (i.e., the page where you can access the model, not the publisher’s homepage).

What to include and what to exclude

Works included in a reference list.

The reference list provides a reliable way for readers to identify and locate the works cited in a paper. APA Style papers generally include reference lists, not  bibliographies.

In general, each work cited in the text must appear in the reference list, and each work in the reference list must be cited in the text. Check your work carefully before submitting your manuscript or course assignment to ensure no works cited in the text are missing from the reference list and vice versa, with only the following exceptions.

Works Excluded From a Reference List

There are a few kinds of works that are not included in a reference list. Usually a work is not included because readers cannot recover it or because the mention is so broad that readers do not need a reference list entry to understand the use.

Information on works included in a reference list is covered in Sections 2.12 and 8.4 of the  APA Publication Manual, Seventh Edition

*This guidance has been expanded from the 6th edition.*

• Personal communications  such as emails, phone calls, or text messages are cited in the text only, not in the reference list, because readers cannot retrieve personal communications.
• General mentions of whole websites, whole periodicals, and common software and apps in the text do not require in-text citations or reference list entries because the use is broad and the source is familiar.
• The source of an epigraph does not usually appear in the reference list unless the work is a scholarly book or journal. For example, if you open the paper with an inspirational quotation by a famous person, the source of the quotation does not appear in the reference list because the quotation is meant to set the stage for the work, not substantiate a key point.   
• Quotations from research participants in a study you conducted can be presented and discussed in the text but do not need citations or reference list entries. Citations and reference list entries are not necessary because the quotations are part of your original research. They could also compromise participants’ confidentiality, which is an ethical violation.
• References included in a meta-analysis, which are marked with an asterisk in the reference list, may be cited in the text (or not) at the author’s discretion. This exception is relevant only to authors who are conducting a meta-analysis.

DOIs and URLs

The DOI or URL is the final component of a reference list entry. Because so much scholarship is available and/or retrieved online, most reference list entries end with either a DOI or a URL.

• A DOI is a unique alphanumeric string that identifies content and provides a persistent link to its location on the internet. DOIs can be found in database records and the reference lists of published works.
• A URL specifies the location of digital information on the internet and can be found in the address bar of your internet browser. URLs in references should link directly to the cited work when possible.

Follow these guidelines for including DOIs and URLs in references:

• Include a DOI for all works that have a DOI, regardless of whether you used the online version or the print version.
• If a print work does not have a DOI, do not include any DOI or URL in the reference.
• If an online work has both a DOI and a URL, include only the DOI.
• For works without DOIs from websites (not including academic research databases), provide a URL in the reference (as long as the URL will work for readers).
• For works without DOIs from most  academic research databases , do not include a URL or database information in the reference because these works are widely available. The reference should be the same as the reference for a print version of the work.
• For works from databases that publish original, proprietary material available only in that database (such as the UpToDate database) or for works of limited circulation in databases (such as monographs in the ERIC database), include the name of the database or archive and the URL of the work. If the URL requires a login or is session-specific (meaning it will not resolve for readers), provide the URL of the database or archive home page or login page instead of the URL for the work. See the page on including  database information in references  for more information. 
• If the URL is no longer working or no longer provides readers access to the content you intend to cite, follow the guidance for works with  no source .
• Other alphanumeric identifiers such as the International Standard Book Number (ISBN) and the International Standard Serial Number (ISSN) are not included in APA Style references.

Follow these guidelines to format DOIs and URLs:

• Present both DOIs and URLs as hyperlinks (i.e., beginning with “http:” or “https:”).
• Because a hyperlink leads readers directly to the content, it is not necessary to include the words “Retrieved from” or “Accessed from” before a DOI or URL.
• It is acceptable to use either the default display settings for hyperlinks in your word-processing program (e.g., usually blue font, underlined) or plain text that is not underlined.
• Leave links live if the work is to be published or read online.
• Follow the current recommendations of the International DOI Foundation to format DOIs in the reference list, which as of this publication is as follows:

https://doi.org/ xxxxx

• The string “https://doi.org/” is a way of presenting a DOI as a link, and “xxxxx” refers to the DOI number.
• The preferred format of the DOI has changed over time. Although older works use previous formats (e.g., “http:/dx.doi.org/” or “doi:” or “DOI:” before the DOI number), in your reference list, standardize DOIs into the current preferred format for all entries. For example, use  https://doi.org/10.1037/a0040251  in your reference even though that article, published in 2016, presented the number in an older format.
• Copy and paste the DOI or URL from your web browser directly into your reference list to avoid transcription errors. Do not change the capitalization or punctuation of the DOI or URL. Do not add line breaks manually to the hyperlink; it is acceptable if your word-processing program automatically adds a break or moves the hyperlink to its own line.
• Do not add a period after the DOI or URL because this may interfere with link functionality.

When a DOI or URL is long or complex, you may use shortDOIs or shortened URLs if desired.

• Use the  shortDOI service  provided by the International DOI Foundation to create shortDOIs. A work can have only one DOI and only one shortDOI; the shortDOI service will either produce a new shortDOI for a work that has never had one or retrieve an existing shortDOI.
• Some websites provide their own branded shortened URLs, and independent URL shortening services are available as well. Any shortened URL is acceptable in a reference as long as you check the link to ensure that it takes you to the correct location.
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APA Style (7th ed.)

• Cite: Why? When?
• Book, eBook, Dissertation
• Article or Report
• Business Sources
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• In-Text Citation
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Why does APA even matter?

Click below to watch a video: .

How to cite in APA Style (7th edition)

(Looking for the old 6th edition guide?)

Most academic writing cites others' ideas and research, for several reasons:

• Sources that support your ideas give your paper authority and credibility
• Shows you have researched your topic thoroughly
• Crediting sources protects you from plagiarism
• A list of sources can be a useful record for further research

Different academic disciplines prefer different citation styles, most commonly  APA and MLA styles. 

Besides these styles, there are  Chicago ,  Turabian ,  AAA ,  AP , and more. Only use the most current edition of the citation style.

Ask your instructors which citation style they want you to use for assignments.

Prefer an interactive, video-based tutorial? Click the image below:

More questions? Check out the authoritative source: APA style blog

When to cite.

To avoid plagiarism, provide a citation for ideas that are not your own:

• Direct quotation
• Paraphrasing of a quotation, passage, or idea
• Summary of another's idea or research
• Specific reference to a fact, figure, or phrase

You do not need to cite common knowledge (ex. George Washington was the first President of the United States) or proverbs unless you are using a direct quotation. When in doubt, cite your source.

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Home / Guides / Citation Guides / How to Cite Sources

How to Cite Sources

Here is a complete list for how to cite sources. Most of these guides present citation guidance and examples in MLA, APA, and Chicago.

If you’re looking for general information on MLA or APA citations , the EasyBib Writing Center was designed for you! It has articles on what’s needed in an MLA in-text citation , how to format an APA paper, what an MLA annotated bibliography is, making an MLA works cited page, and much more!

MLA Format Citation Examples

The Modern Language Association created the MLA Style, currently in its 9th edition, to provide researchers with guidelines for writing and documenting scholarly borrowings.  Most often used in the humanities, MLA style (or MLA format ) has been adopted and used by numerous other disciplines, in multiple parts of the world.

MLA provides standard rules to follow so that most research papers are formatted in a similar manner. This makes it easier for readers to comprehend the information. The MLA in-text citation guidelines, MLA works cited standards, and MLA annotated bibliography instructions provide scholars with the information they need to properly cite sources in their research papers, articles, and assignments.

• Book Chapter
• Conference Paper
• Documentary
• Encyclopedia
• Google Images
• Kindle Book
• Memorial Inscription
• Museum Exhibit
• Painting or Artwork
• PowerPoint Presentation
• Sheet Music
• Thesis or Dissertation
• YouTube Video

APA Format Citation Examples

The American Psychological Association created the APA citation style in 1929 as a way to help psychologists, anthropologists, and even business managers establish one common way to cite sources and present content.

APA is used when citing sources for academic articles such as journals, and is intended to help readers better comprehend content, and to avoid language bias wherever possible. The APA style (or APA format ) is now in its 7th edition, and provides citation style guides for virtually any type of resource.

Chicago Style Citation Examples

The Chicago/Turabian style of citing sources is generally used when citing sources for humanities papers, and is best known for its requirement that writers place bibliographic citations at the bottom of a page (in Chicago-format footnotes ) or at the end of a paper (endnotes).

The Turabian and Chicago citation styles are almost identical, but the Turabian style is geared towards student published papers such as theses and dissertations, while the Chicago style provides guidelines for all types of publications. This is why you’ll commonly see Chicago style and Turabian style presented together. The Chicago Manual of Style is currently in its 17th edition, and Turabian’s A Manual for Writers of Research Papers, Theses, and Dissertations is in its 8th edition.

Citing Specific Sources or Events

• Declaration of Independence
• Gettysburg Address
• Martin Luther King Jr. Speech
• President Obama’s Farewell Address
• President Trump’s Inauguration Speech
• White House Press Briefing

Additional FAQs

• Citing Archived Contributors
• Citing a Blog
• Citing a Book Chapter
• Citing a Source in a Foreign Language
• Citing an Image
• Citing a Song
• Citing Special Contributors
• Citing a Translated Article
• Citing a Tweet

6 Interesting Citation Facts

The world of citations may seem cut and dry, but there’s more to them than just specific capitalization rules, MLA in-text citations , and other formatting specifications. Citations have been helping researches document their sources for hundreds of years, and are a great way to learn more about a particular subject area.

Ever wonder what sets all the different styles apart, or how they came to be in the first place? Read on for some interesting facts about citations!

1. There are Over 7,000 Different Citation Styles

You may be familiar with MLA and APA citation styles, but there are actually thousands of citation styles used for all different academic disciplines all across the world. Deciding which one to use can be difficult, so be sure to ask you instructor which one you should be using for your next paper.

2. Some Citation Styles are Named After People

While a majority of citation styles are named for the specific organizations that publish them (i.e. APA is published by the American Psychological Association, and MLA format is named for the Modern Language Association), some are actually named after individuals. The most well-known example of this is perhaps Turabian style, named for Kate L. Turabian, an American educator and writer. She developed this style as a condensed version of the Chicago Manual of Style in order to present a more concise set of rules to students.

3. There are Some Really Specific and Uniquely Named Citation Styles

How specific can citation styles get? The answer is very. For example, the “Flavour and Fragrance Journal” style is based on a bimonthly, peer-reviewed scientific journal published since 1985 by John Wiley & Sons. It publishes original research articles, reviews and special reports on all aspects of flavor and fragrance. Another example is “Nordic Pulp and Paper Research,” a style used by an international scientific magazine covering science and technology for the areas of wood or bio-mass constituents.

4. More citations were created on  EasyBib.com  in the first quarter of 2018 than there are people in California.

The US Census Bureau estimates that approximately 39.5 million people live in the state of California. Meanwhile, about 43 million citations were made on EasyBib from January to March of 2018. That’s a lot of citations.

5. “Citations” is a Word With a Long History

The word “citations” can be traced back literally thousands of years to the Latin word “citare” meaning “to summon, urge, call; put in sudden motion, call forward; rouse, excite.” The word then took on its more modern meaning and relevance to writing papers in the 1600s, where it became known as the “act of citing or quoting a passage from a book, etc.”

6. Citation Styles are Always Changing

The concept of citations always stays the same. It is a means of preventing plagiarism and demonstrating where you relied on outside sources. The specific style rules, however, can and do change regularly. For example, in 2018 alone, 46 new citation styles were introduced , and 106 updates were made to exiting styles. At EasyBib, we are always on the lookout for ways to improve our styles and opportunities to add new ones to our list.

Why Citations Matter

Here are the ways accurate citations can help your students achieve academic success, and how you can answer the dreaded question, “why should I cite my sources?”

They Give Credit to the Right People

Citing their sources makes sure that the reader can differentiate the student’s original thoughts from those of other researchers. Not only does this make sure that the sources they use receive proper credit for their work, it ensures that the student receives deserved recognition for their unique contributions to the topic. Whether the student is citing in MLA format , APA format , or any other style, citations serve as a natural way to place a student’s work in the broader context of the subject area, and serve as an easy way to gauge their commitment to the project.

They Provide Hard Evidence of Ideas

Having many citations from a wide variety of sources related to their idea means that the student is working on a well-researched and respected subject. Citing sources that back up their claim creates room for fact-checking and further research . And, if they can cite a few sources that have the converse opinion or idea, and then demonstrate to the reader why they believe that that viewpoint is wrong by again citing credible sources, the student is well on their way to winning over the reader and cementing their point of view.

They Promote Originality and Prevent Plagiarism

The point of research projects is not to regurgitate information that can already be found elsewhere. We have Google for that! What the student’s project should aim to do is promote an original idea or a spin on an existing idea, and use reliable sources to promote that idea. Copying or directly referencing a source without proper citation can lead to not only a poor grade, but accusations of academic dishonesty. By citing their sources regularly and accurately, students can easily avoid the trap of plagiarism , and promote further research on their topic.

They Create Better Researchers

By researching sources to back up and promote their ideas, students are becoming better researchers without even knowing it! Each time a new source is read or researched, the student is becoming more engaged with the project and is developing a deeper understanding of the subject area. Proper citations demonstrate a breadth of the student’s reading and dedication to the project itself. By creating citations, students are compelled to make connections between their sources and discern research patterns. Each time they complete this process, they are helping themselves become better researchers and writers overall.

When is the Right Time to Start Making Citations?

Make in-text/parenthetical citations as you need them.

As you are writing your paper, be sure to include references within the text that correspond with references in a works cited or bibliography. These are usually called in-text citations or parenthetical citations in MLA and APA formats. The most effective time to complete these is directly after you have made your reference to another source. For instance, after writing the line from Charles Dickens’ A Tale of Two Cities : “It was the best of times, it was the worst of times…,” you would include a citation like this (depending on your chosen citation style):

(Dickens 11).

This signals to the reader that you have referenced an outside source. What’s great about this system is that the in-text citations serve as a natural list for all of the citations you have made in your paper, which will make completing the works cited page a whole lot easier. After you are done writing, all that will be left for you to do is scan your paper for these references, and then build a works cited page that includes a citation for each one.

Need help creating an MLA works cited page ? Try the MLA format generator on EasyBib.com! We also have a guide on how to format an APA reference page .

2. Understand the General Formatting Rules of Your Citation Style Before You Start Writing

While reading up on paper formatting may not sound exciting, being aware of how your paper should look early on in the paper writing process is super important. Citation styles can dictate more than just the appearance of the citations themselves, but rather can impact the layout of your paper as a whole, with specific guidelines concerning margin width, title treatment, and even font size and spacing. Knowing how to organize your paper before you start writing will ensure that you do not receive a low grade for something as trivial as forgetting a hanging indent.

Don’t know where to start? Here’s a formatting guide on APA format .

3. Double-check All of Your Outside Sources for Relevance and Trustworthiness First

Collecting outside sources that support your research and specific topic is a critical step in writing an effective paper. But before you run to the library and grab the first 20 books you can lay your hands on, keep in mind that selecting a source to include in your paper should not be taken lightly. Before you proceed with using it to backup your ideas, run a quick Internet search for it and see if other scholars in your field have written about it as well. Check to see if there are book reviews about it or peer accolades. If you spot something that seems off to you, you may want to consider leaving it out of your work. Doing this before your start making citations can save you a ton of time in the long run.

Finished with your paper? It may be time to run it through a grammar and plagiarism checker , like the one offered by EasyBib Plus. If you’re just looking to brush up on the basics, our grammar guides  are ready anytime you are.

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Citation Basics

Harvard Referencing

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APA 7th Edition Citation Examples

• Volume and Issue Numbers
• Page Numbers
• Undated Sources
• Citing a Source Within a Source
• In-Text Citations
• Academic Journals
• Encyclopedia Articles
• Book, Film, and Product Reviews
• Online Classroom Materials
• Conference Papers

Format for technical and research reports

• Court Decisions
• Treaties and Other International Agreements
• Federal Regulations: I. The Code of Federal Regulations
• Federal Regulations: II. The Federal Register
• Executive Orders
• Charter of the United Nations
• Federal Statutes
• Dissertations and Theses
• Interviews, E-mail Messages + Other Personal Communications
• Social Media
• Business Sources
• PowerPoints
• AI: ChatGPT, etc.

Author last name, first initial. (Date).  Title of report  (Publication No.). Publisher. DOI or URL

• Author:  List the last name, followed by the first initial (and second initial). See  Authors  for more information.
• Date:  List the date between parentheses, followed by a period
• Title of report:  In italics. Capitalize the first word of the title, subtitle, and proper nouns.
• Publication number: Omit if unavailable for the source that you're citing
• Publisher:  List the report's publisher. If the publisher is the same as the author, do not list the name a second time.
• DOI or URL:  List DOI or URL if available

See specific examples below.

U.S. Government Accountability Office. (2010). Information security: Concerted effort needed to consolidate and secure Internet connections at federal agencies (Publication No. GAO-10-237). http://www.gao.gov/assets/310/301876.pdf

U.S. Government Accountability Office. (2010). Information security: Concerted effort needed to consolidate and secure Internet connections at federal agencies (Publication No. GAO-10-237).

See  Publication Manual , 10.4.

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• Last Updated: Mar 18, 2024 12:55 PM
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University Library

Start your research.

• Research Process
• Find Background Info
• Find Sources through the Library
• Evaluate Your Info
• Cite Your Sources
• Evaluate, Write & Cite

• is the right thing to do  to give credit to those who had the idea
• shows that you have read and understand  what experts have had to say about your topic
• helps people find the sources  that you used in case they want to read more about the topic
• provides   evidence  for your arguments
• is professional and  standard practice   for students and scholars

What is a Citation?

A citation identifies for the reader the original source for an idea, information, or image that is referred to in a work.

• In the body of a paper, the  in-text citation  acknowledges the source of information used.
• At the end of a paper, the citations are compiled on a  References  or  Works Cited  list. A basic citation includes the author, title, and publication information of the source. 

From:  Lemieux  Library,  University  of Seattle 

Why Should You Cite?

Quoting Are you quoting two or more consecutive words from a source? Then the original source should be cited and the words or phrase placed in quotes. 

Paraphrasing If an idea or information comes from another source,  even if you put it in your own words , you still need to credit the source.  General vs. Unfamiliar Knowledge You do not need to cite material which is accepted common knowledge. If in doubt whether your information is common knowledge or not, cite it. Formats We usually think of books and articles. However, if you use material from web sites, films, music, graphs, tables, etc. you'll also need to cite these as well.

Plagiarism is presenting the words or ideas of someone else as your own without proper acknowledgment of the source. When you work on a research paper and use supporting material from works by others, it's okay to quote people and use their ideas, but you do need to correctly credit them. Even when you summarize or paraphrase information found in books, articles, or Web pages, you must acknowledge the original author.

Citation Style Help

Helpful links:

• MLA ,  Works Cited : A Quick Guide (a template of core elements)
• CSE  (Council of Science Editors)

For additional writing resources specific to styles listed here visit the  Purdue OWL Writing Lab

Citation and Bibliography Resources

• How to Write an Annotated Bibliography
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Creative Commons Attribution 3.0 License except where otherwise noted.

Land Acknowledgement

The land on which we gather is the unceded territory of the Awaswas-speaking Uypi Tribe. The Amah Mutsun Tribal Band, comprised of the descendants of indigenous people taken to missions Santa Cruz and San Juan Bautista during Spanish colonization of the Central Coast, is today working hard to restore traditional stewardship practices on these lands and heal from historical trauma.

The land acknowledgement used at UC Santa Cruz was developed in partnership with the Amah Mutsun Tribal Band Chairman and the Amah Mutsun Relearning Program at the UCSC Arboretum .

• Plagiarism and grammar
• Citation guides

Cite a Report

Don't let plagiarism errors spoil your paper, consider your source's credibility. ask these questions:, contributor/author.

• Has the author written several articles on the topic, and do they have the credentials to be an expert in their field?
• Can you contact them? Do they have social media profiles?
• Have other credible individuals referenced this source or author?
• Book: What have reviews said about it?
• What do you know about the publisher/sponsor? Are they well-respected?
• Do they take responsibility for the content? Are they selective about what they publish?
• Take a look at their other content. Do these other articles generally appear credible?
• Does the author or the organization have a bias? Does bias make sense in relation to your argument?
• Is the purpose of the content to inform, entertain, or to spread an agenda? Is there commercial intent?
• Are there ads?
• When was the source published or updated? Is there a date shown?
• Does the publication date make sense in relation to the information presented to your argument?
• Does the source even have a date?
• Was it reproduced? If so, from where?
• If it was reproduced, was it done so with permission? Copyright/disclaimer included?
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Report with Individual Authors References

This page contains reference examples for reports with individual authors.

Baral, P., Larsen, M., & Archer, M. (2019). Does money grow on trees? Restoration financing in Southeast Asia . Atlantic Council. https://www.atlanticcouncil.org/in-depth-research-reports/report/does-money-grow-on-trees-restoring-financing-in-southeast-asia/

Stuster, J., Adolf, J., Byrne, V., & Greene, M. (2018). Human exploration of Mars: Preliminary lists of crew tasks (Report No. NASA/CR-2018-220043). National Aeronautics and Space Administration. https://ntrs.nasa.gov/archive/nasa/casi.ntrs.nasa.gov/20190001401.pdf

• Parenthetical citations : (Baral et al., 2019; Stuster et al., 2018)
• Narrative citations : Baral et al. (2019) and Stuster et al. (2018)
• If the report has a report number, include it in parentheses without italics after the report title.
• Provide the publisher of the report and its URL in the source element of the reference.

Report references are covered in the seventh edition APA Style manuals in the Publication Manual Section 10.4 and the Concise Guide Section 10.4

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Scopus Metrics

Show more influence and attention to your research than you have ever been able to show before. Scopus metrics are a comprehensive, trustworthy and transparent way to demonstrate your journal, article, author and institutional influence.

Subscribe to Scopus and access metrics

Journal-level metrics

CiteScore™ metrics : Introduced in 2016, a family of  eight indicators  to analyze the publication influence of serial titles. CiteScore metrics offer more robust, timely and accurate indicators of a serial title’s impact.

SCImago Journal Rank (SJR) : A  prestige metric  for journals, book series and conference proceedings that weights the value of a citation based on the subject field, quality and reputation of the source.

Source-Normalized Impact per Paper (SNIP) : Measures  contextual citation impact  by taking differences in disciplinary characteristics into account; can be used to compare journals in different fields.

Source details screen web results at Scopus.com.

Article-level metrics

Four Scopus-specific metrics  can be found on  a document’s metrics details page : total number of citations by a date range of the user’s choosing, citations per year for a range, citation benchmarking (percentile) and Field-weighted Citation Impact. We've also recently added a new metric — views count — so users can understand usage at a glance.

PlumX Metrics : Also found on a document’s metrics details page,  five comprehensive, item-level metrics  that provide insights into the ways people interact with individual pieces of research output (articles, conference proceedings, book chapters, and many more) in the online environment.

Author metrics

h -index and  h -graph :   View a researcher's performance based on career publications as measured by the lifetime number of citations that each published article receives;  h -indices indicate a balance between productivity (scholarly output) and citation influence (citation count).

Citation overview tracker : An adjustable date-range table that includes the number of times each document has been cited per publication year.

Visual analysis tools : Analyze an author’s output with a  collection of in-depth tools  designed to provide a clearer picture of an individual’s publication history (up to 15 years) and influence: total number of cited documents, total number of citations per year, and a list of documents with numbers of citing documents and links to citing documents per year and per article.

Learn more about CiteScore metrics, a suite of eight metrics that tell a richer story about research and researcher influence.

Our Research Metrics Guidebook provides facts about how data underlying the metrics in Scopus (and SciVal) are used, how the metrics are calculated and displayed, and how variables besides performance can affect the metrics.

View Scopus metrics for free

Scopus Preview offers free access to journal rankings and other measures. Plus, you can view or download journal and book titles lists, and authors can check their profile and keep it up to date.

Use our free Scopus Preview to see journal rankings and other available metrics.

Librarians: For an easy-to-share handout on key research metrics, use our Research Metrics Quick Reference flyer, developed by Library Connect in collaboration with librarian Jenny Delasalle

Learn how Scopus can help your organization achieve its goals.

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Computer Science > Computation and Language

Title: rag vs fine-tuning: pipelines, tradeoffs, and a case study on agriculture.

Abstract: There are two common ways in which developers are incorporating proprietary and domain-specific data when building applications of Large Language Models (LLMs): Retrieval-Augmented Generation (RAG) and Fine-Tuning. RAG augments the prompt with the external data, while fine-Tuning incorporates the additional knowledge into the model itself. However, the pros and cons of both approaches are not well understood. In this paper, we propose a pipeline for fine-tuning and RAG, and present the tradeoffs of both for multiple popular LLMs, including Llama2-13B, GPT-3.5, and GPT-4. Our pipeline consists of multiple stages, including extracting information from PDFs, generating questions and answers, using them for fine-tuning, and leveraging GPT-4 for evaluating the results. We propose metrics to assess the performance of different stages of the RAG and fine-Tuning pipeline. We conduct an in-depth study on an agricultural dataset. Agriculture as an industry has not seen much penetration of AI, and we study a potentially disruptive application - what if we could provide location-specific insights to a farmer? Our results show the effectiveness of our dataset generation pipeline in capturing geographic-specific knowledge, and the quantitative and qualitative benefits of RAG and fine-tuning. We see an accuracy increase of over 6 p.p. when fine-tuning the model and this is cumulative with RAG, which increases accuracy by 5 p.p. further. In one particular experiment, we also demonstrate that the fine-tuned model leverages information from across geographies to answer specific questions, increasing answer similarity from 47% to 72%. Overall, the results point to how systems built using LLMs can be adapted to respond and incorporate knowledge across a dimension that is critical for a specific industry, paving the way for further applications of LLMs in other industrial domains.

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Have an idea for a project that will add value for arXiv's community? Learn more about arXivLabs .

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Subsections.

B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2024 [Research]

• by Stephanie Stahl
• | Published: October 18, 2023
• | Trends and Research

Creating standards, guidelines, processes, and workflows for content marketing is not the sexiest job.

But setting standards is the only way to know if you can improve anything (with AI or anything else).

Here’s the good news: All that non-sexy work frees time and resources (human and tech) you can apply to bring your brand’s strategies and plans to life.  

But in many organizations, content still isn’t treated as a coordinated business function. That’s one of the big takeaways from our latest research, B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2024, conducted with MarketingProfs and sponsored by Brightspot .

A few symptoms of that reality showed up in the research:

• Marketers cite a lack of resources as a top situational challenge, the same as they did the previous year.
• Nearly three-quarters (72%) say they use generative AI, but 61% say their organization lacks guidelines for its use.
• The most frequently cited challenges include creating the right content, creating content consistently, and differentiating content.

I’ll walk you through the findings and share some advice from CMI Chief Strategy Advisor Robert Rose and other industry voices to shed light on what it all means for B2B marketers. There’s a lot to work through, so feel free to use the table of contents to navigate to the sections that most interest you.

Note: These numbers come from a July 2023 survey of marketers around the globe. We received 1,080 responses. This article focuses on answers from the 894 B2B respondents.

Table of contents

• Team structure
• Content marketing challenges

Content types, distribution channels, and paid channels

• Social media

Content management and operations

• Measurement and goals
• Overall success
• Budgets and spending
• Top content-related priorities for 2024
• Content marketing trends for 2024

Action steps

Methodology, ai: 3 out of 4 b2b marketers use generative tools.

Of course, we asked respondents how they use generative AI in content and marketing. As it turns out, most experiment with it: 72% of respondents say they use generative AI tools.

But a lack of standards can get in the way.

“Generative AI is the new, disruptive capability entering the realm of content marketing in 2024,” Robert says. “It’s just another way to make our content process more efficient and effective. But it can’t do either until you establish a standard to define its value. Until then, it’s yet just another technology that may or may not make you better at what you do.”

So, how do content marketers use the tools today? About half (51%) use generative AI to brainstorm new topics. Many use the tools to research headlines and keywords (45%) and write drafts (45%). Fewer say they use AI to outline assignments (23%), proofread (20%), generate graphics (11%), and create audio (5%) and video (5%).

Some marketers say they use AI to do things like generate email headlines and email copy, extract social media posts from long-form content, condense long-form copy into short form, etc.

Only 28% say they don’t use generative AI tools.

Most don’t pay for generative AI tools (yet)

Among those who use generative AI tools, 91% use free tools (e.g., ChatGPT ). Thirty-eight percent use tools embedded in their content creation/management systems, and 27% pay for tools such as Writer and Jasper.

AI in content remains mostly ungoverned

Asked if their organizations have guidelines for using generative AI tools, 31% say yes, 61% say no, and 8% are unsure.

We asked Ann Handley , chief content officer of MarketingProfs, for her perspective. “It feels crazy … 61% have no guidelines? But is it actually shocking and crazy? No. It is not. Most of us are just getting going with generative AI. That means there is a clear and rich opportunity to lead from where you sit,” she says.

“Ignite the conversation internally. Press upon your colleagues and your leadership that this isn’t a technology opportunity. It’s also a people and operational challenge in need of thoughtful and intelligent response. You can be the AI leader your organization needs,” Ann says.

Why some marketers don’t use generative AI tools

While a lack of guidelines may deter some B2B marketers from using generative AI tools, other reasons include accuracy concerns (36%), lack of training (27%), and lack of understanding (27%). Twenty-two percent cite copyright concerns, and 19% have corporate mandates not to use them.

How AI is changing SEO

We also wondered how AI’s integration in search engines shifts content marketers’ SEO strategy. Here’s what we found:

• 31% are sharpening their focus on user intent/answering questions.
• 27% are creating more thought leadership content.
• 22% are creating more conversational content.

Over one-fourth (28%) say they’re not doing any of those things, while 26% say they’re unsure.

AI may heighten the need to rethink your SEO strategy. But it’s not the only reason to do so, as Orbit Media Studios co-founder and chief marketing officer Andy Crestodina points out: “Featured snippets and people-also-ask boxes have chipped away at click-through rates for years,” he says. “AI will make that even worse … but only for information intent queries . Searchers who want quick answers really don’t want to visit websites.

“Focus your SEO efforts on those big questions with big answers – and on the commercial intent queries,” Andy continues. “Those phrases still have ‘visit website intent’ … and will for years to come.”

Will the AI obsession ever end?

Many B2B marketers surveyed predict AI will dominate the discussions of content marketing trends in 2024. As one respondent says: “AI will continue to be the shiny thing through 2024 until marketers realize the dedication required to develop prompts, go through the iterative process, and fact-check output . AI can help you sharpen your skills, but it isn’t a replacement solution for B2B marketing.”

Back to table of contents

Team structure: How does the work get done?

Generative AI isn’t the only issue affecting content marketing these days. We also asked marketers about how they organize their teams .

Among larger companies (100-plus employees), half say content requests go through a centralized content team. Others say each department/brand produces its own content (23%), and the departments/brand/products share responsibility (21%).

Content strategies integrate with marketing, comms, and sales

Seventy percent say their organizations integrate content strategy into the overall marketing sales/communication/strategy, and 2% say it’s integrated into another strategy. Eleven percent say content is a stand-alone strategy for content used for marketing, and 6% say it’s a stand-alone strategy for all content produced by the company. Only 9% say they don’t have a content strategy. The remaining 2% say other or are unsure.

Employee churn means new teammates; content teams experience enlightened leadership

Twenty-eight percent of B2B marketers say team members resigned in the last year, 20% say team members were laid off, and about half (49%) say they had new team members acclimating to their ways of working.

While team members come and go, the understanding of content doesn’t. Over half (54%) strongly agree, and 30% somewhat agree the leader to whom their content team reports understands the work they do. Only 11% disagree. The remaining 5% neither agree nor disagree.

And remote work seems well-tolerated: Only 20% say collaboration was challenging due to remote or hybrid work.

Content marketing challenges: Focus shifts to creating the right content

We asked B2B marketers about both content creation and non-creation challenges.

Content creation

Most marketers (57%) cite creating the right content for their audience as a challenge. This is a change from many years when “creating enough content” was the most frequently cited challenge.

One respondent points out why understanding what audiences want is more important than ever: “As the internet gets noisier and AI makes it incredibly easy to create listicles and content that copy each other, there will be a need for companies to stand out. At the same time, as … millennials and Gen Z [grow in the workforce], we’ll begin to see B2B become more entertaining and less boring. We were never only competing with other B2B content. We’ve always been competing for attention.”

Other content creation challenges include creating it consistently (54%) and differentiating it (54%). Close to half (45%) cite optimizing for search and creating quality content (44%). About a third (34%) cite creating enough content to keep up with internal demand, 30% say creating enough content to keep up with external demand, and 30% say creating content that requires technical skills.

Other hurdles

The most frequently cited non-creation challenge, by far, is a lack of resources (58%), followed by aligning content with the buyer’s journey (48%) and aligning content efforts across sales and marketing (45%). Forty-one percent say they have issues with workflow/content approval, and 39% say they have difficulty accessing subject matter experts. Thirty-four percent say it is difficult to keep up with new technologies/tools (e.g., AI). Only 25% cite a lack of strategy as a challenge, 19% say keeping up with privacy rules, and 15% point to tech integration issues.

We asked content marketers about the types of content they produce, their distribution channels , and paid content promotion. We also asked which formats and channels produce the best results.

Popular content types and formats

As in the previous year, the three most popular content types/formats are short articles/posts (94%, up from 89% last year), videos (84%, up from 75% last year), and case studies/customer stories (78%, up from 67% last year). Almost three-quarters (71%) use long articles, 60% produce visual content, and 59% craft thought leadership e-books or white papers. Less than half of marketers use brochures (49%), product or technical data sheets (45%), research reports (36%), interactive content (33%), audio (29%), and livestreaming (25%).

Effective content types and formats

Which formats are most effective? Fifty-three percent say case studies/customer stories and videos deliver some of their best results. Almost as many (51%) names thought leadership e-books or white papers, 47% short articles, and 43% research reports.

Popular content distribution channels

Regarding the channels used to distribute content, 90% use social media platforms (organic), followed by blogs (79%), email newsletters (73%), email (66%), in-person events (56%), and webinars (56%).

Channels used by the minority of those surveyed include:

• Digital events (44%)
• Podcasts (30%)
• Microsites (29%)
• Digital magazines (21%)
• Branded online communities (19%)
• Hybrid events (18%)
• Print magazines (16%)
• Online learning platforms (15%)
• Mobile apps (8%)
• Separate content brands (5%)

Effective content distribution channels

Which channels perform the best? Most marketers in the survey point to in-person events (56%) and webinars (51%) as producing better results. Email (44%), organic social media platforms (44%), blogs (40%) and email newsletters (39%) round out the list.

Popular paid content channels

When marketers pay to promote content , which channels do they invest in? Eighty-six percent use paid content distribution channels.

Of those, 78% use social media advertising/promoted posts, 65% use sponsorships, 64% use search engine marketing (SEM)/pay-per-click, and 59% use digital display advertising. Far fewer invest in native advertising (35%), partner emails (29%), and print display ads (21%).

Effective paid content channels

SEM/pay-per-click produces good results, according to 62% of those surveyed. Half of those who use paid channels say social media advertising/promoted posts produce good results, followed by sponsorships (49%), partner emails (36%), and digital display advertising (34%).

Social media use: One platform rises way above

When asked which organic social media platforms deliver the best value for their organization, B2B marketers picked LinkedIn by far (84%). Only 29% cite Facebook as a top performer, 22% say YouTube, and 21% say Instagram. Twitter and TikTok see 8% and 3%, respectively.

So it makes sense that 72% say they increased their use of LinkedIn over the last 12 months, while only 32% boosted their YouTube presence, 31% increased Instagram use, 22% grew their Facebook presence, and 10% increased X and TikTok use.

Which platforms are marketers giving up? Did you guess X? You’re right – 32% of marketers say they decreased their X use last year. Twenty percent decreased their use of Facebook, with 10% decreasing on Instagram, 9% pulling back on YouTube, and only 2% decreasing their use of LinkedIn.

Interestingly, we saw a significant rise in B2B marketers who use TikTok: 19% say they use the platform – more than double from last year.

To explore how teams manage content, we asked marketers about their technology use and investments and the challenges they face when scaling their content .

Content management technology

When asked which technologies they use to manage content, marketers point to:

• Analytics tools (81%)
• Social media publishing/analytics (72%)
• Email marketing software (69%)
• Content creation/calendaring/collaboration/workflow (64%)
• Content management system (50%)
• Customer relationship management system (48%)

But having technology doesn’t mean it’s the right technology (or that its capabilities are used). So, we asked if they felt their organization had the right technology to manage content across the organization.

Only 31% say yes. Thirty percent say they have the technology but aren’t using its potential, and 29% say they haven’t acquired the right technology. Ten percent are unsure.

Content tech spending will likely rise

Even so, investment in content management technology seems likely in 2024: 45% say their organization is likely to invest in new technology, whereas 32% say their organization is unlikely to do so. Twenty-three percent say their organization is neither likely nor unlikely to invest.

Scaling content production

We introduced a new question this year to understand what challenges B2B marketers face while scaling content production .

Almost half (48%) say it’s “not enough content repurposing.” Lack of communication across organizational silos is a problem for 40%. Thirty-one percent say they have no structured content production process, and 29% say they lack an editorial calendar with clear deadlines. Ten percent say scaling is not a current focus.

Among the other hurdles – difficulty locating digital content assets (16%), technology issues (15%), translation/localization issues (12%), and no style guide (11%).

For those struggling with content repurposing, content standardization is critical. “Content reuse is the only way to deliver content at scale. There’s just no other way,” says Regina Lynn Preciado , senior director of content strategy solutions at Content Rules Inc.

“Even if you’re not trying to provide the most personalized experience ever or dominate the metaverse with your omnichannel presence, you absolutely must reuse content if you are going to deliver content effectively,” she says.

“How to achieve content reuse ? You’ve probably heard that you need to move to modular, structured content. However, just chunking your content into smaller components doesn’t go far enough. For content to flow together seamlessly wherever you reuse it, you’ve got to standardize your content. That’s the personalization paradox right there. To personalize, you must standardize.

“Once you have your content standards in place and everyone is creating content in alignment with those standards, there is no limit to what you can do with the content,” Regina explains.

Why do content marketers – who are skilled communicators – struggle with cross-silo communication? Standards and alignment come into play.

“I think in the rush to all the things, we run out of time to address scalable processes that will fix those painful silos, including taking time to align on goals, roles and responsibilities, workflows, and measurement,” says Ali Orlando Wert , senior director of content strategy at Appfire. “It takes time, but the payoffs are worth it. You have to learn how to crawl before you can walk – and walk before you can run.”

Measurement and goals: Generating sales and revenue rises

Almost half (46%) of B2B marketers agree their organization measures content performance effectively. Thirty-six percent disagree, and 15% neither agree nor disagree. Only 3% say they don’t measure content performance.

The five most frequently used metrics to assess content performance are conversions (73%), email engagement (71%), website traffic (71%), website engagement (69%), and social media analytics (65%).

About half (52%) mention the quality of leads, 45% say they rely on search rankings, 41% use quantity of leads, 32% track email subscribers, and 29% track the cost to acquire a lead, subscriber, or customer.

The most common challenge B2B marketers have while measuring content performance is integrating/correlating data across multiple platforms (84%), followed by extracting insights from data (77%), tying performance data to goals (76%), organizational goal setting (70%), and lack of training (66%).

Regarding goals, 84% of B2B marketers say content marketing helped create brand awareness in the last 12 months. Seventy-six percent say it helped generate demand/leads; 63% say it helped nurture subscribers/audiences/leads, and 58% say it helped generate sales/revenue (up from 42% the previous year).

Success factors: Know your audience

To separate top performers from the pack, we asked the B2B marketers to assess the success of their content marketing approach.

Twenty-eight percent rate the success of their organization’s content marketing approach as extremely or very successful. Another 57% report moderate success and 15% feel minimally or not at all successful.

The most popular factor for successful marketers is knowing their audience (79%).

This makes sense, considering that “creating the right content for our audience” is the top challenge. The logic? Top-performing content marketers prioritize knowing their audiences to create the right content for those audiences.

Top performers also set goals that align with their organization’s objectives (68%), effectively measure and demonstrate content performance (61%), and show thought leadership (60%). Collaboration with other teams (55%) and a documented strategy (53%) also help top performers reach high levels of content marketing success.

We looked at several other dimensions to identify how top performers differ from their peers. Of note, top performers:

• Are backed by leaders who understand the work they do.
• Are more likely to have the right content management technologies.
• Have better communication across organizational silos.
• Do a better job of measuring content effectiveness.
• Are more likely to use content marketing successfully to generate demand/leads, nurture subscribers/audiences/leads, generate sales/revenue, and grow a subscribed audience.

Little difference exists between top performers and their less successful peers when it comes to the adoption of generative AI tools and related guidelines. It will be interesting to see if and how that changes next year.

Budgets and spending: Holding steady

To explore budget plans for 2024, we asked respondents if they have knowledge of their organization’s budget/budgeting process for content marketing. Then, we asked follow-up questions to the 55% who say they do have budget knowledge.

Content marketing as a percentage of total marketing spend

Here’s what they say about the total marketing budget (excluding salaries):

• About a quarter (24%) say content marketing takes up one-fourth or more of the total marketing budget.
• Nearly one in three (29%) indicate that 10% to 24% of the marketing budget goes to content marketing.
• Just under half (48%) say less than 10% of the marketing budget goes to content marketing.

Content marketing budget outlook for 2024

Next, we asked about their 2024 content marketing budget. Forty-five percent think their content marketing budget will increase compared with 2023, whereas 42% think it will stay the same. Only 6% think it will decrease.

Where will the budget go?

We also asked where respondents plan to increase their spending.

Sixty-nine percent of B2B marketers say they would increase their investment in video, followed by thought leadership content (53%), in-person events (47%), paid advertising (43%), online community building (33%), webinars (33%), audio content (25%), digital events (21%), and hybrid events (11%).

The increased investment in video isn’t surprising. The focus on thought leadership content might surprise, but it shouldn’t, says Stephanie Losee , director of executive and ABM content at Autodesk.

“As measurement becomes more sophisticated, companies are finding they’re better able to quantify the return from upper-funnel activities like thought leadership content ,” she says. “At the same time, companies recognize the impact of shifting their status from vendor to true partner with their customers’ businesses.

“Autodesk recently launched its first global, longitudinal State of Design & Make report (registration required), and we’re finding that its insights are of such value to our customers that it’s enabling conversations we’ve never been able to have before. These conversations are worth gold to both sides, and I would imagine other B2B companies are finding the same thing,” Stephanie says.

Top content-related priorities for 2024: Leading with thought leadership

We asked an open-ended question about marketers’ top three content-related priorities for 2024. The responses indicate marketers place an emphasis on thought leadership and becoming a trusted resource.

Other frequently mentioned priorities include:

• Better understanding of the audience
• Discovering the best ways to use AI
• Increasing brand awareness
• Lead generation
• Using more video
• Better use of analytics
• Conversions
• Repurposing existing content

Content marketing predictions for 2024: AI is top of mind

In another open-ended question, we asked B2B marketers, “What content marketing trends do you predict for 2024?” You probably guessed the most popular trend: AI.

Here are some of the marketers’ comments about how AI will affect content marketing next year:

• “We’ll see generative AI everywhere, all the time.”
• “There will be struggles to determine the best use of generative AI in content marketing.”
• “AI will likely result in a flood of poor-quality, machine-written content. Winners will use AI for automating the processes that support content creation while continuing to create high-quality human-generated content.”
• “AI has made creating content so easy that there are and will be too many long articles on similar subjects; most will never be read or viewed. A sea of too many words. I predict short-form content will have to be the driver for eyeballs.”

Other trends include:

• Greater demand for high-quality content as consumers grow weary of AI-generated content
• Importance of video content
• Increasing use of short video and audio content
• Impact of AI on SEO

Among the related comments:

• “Event marketing (webinars and video thought leadership) will become more necessary as teams rely on AI-generated written content.”
• “AI will be an industry sea change and strongly impact the meaning of SEO. Marketers need to be ready to ride the wave or get left behind.”
• “Excitement around AI-generated content will rise before flattening out when people realize it’s hard to differentiate, validate, verify, attribute, and authenticate. New tools, processes, and roles will emerge to tackle this challenge.”
• “Long-form reports could start to see a decline. If that is the case, we will need a replacement. Logically, that could be a webinar or video series that digs deeper into the takeaways.”

What does this year’s research suggest B2B content marketers do to move forward?

I asked CMI’s Robert Rose for some insights. He says the steps are clear: Develop standards, guidelines, and playbooks for how to operate – just like every other function in business does.

“Imagine if everyone in your organization had a different idea of how to define ‘revenue’ or ‘profit margin,’” Robert says. “Imagine if each salesperson had their own version of your company’s customer agreements and tried to figure out how to write them for every new deal. The legal team would be apoplectic. You’d start to hear from sales how they were frustrated that they couldn’t figure out how to make the ‘right agreement,’ or how to create agreements ‘consistently,’ or that there was a complete ‘lack of resources’ for creating agreements.”

Just remember: Standards can change along with your team, audiences, and business priorities. “Setting standards doesn’t mean casting policies and templates in stone,” Robert says. “Standards only exist so that we can always question the standard and make sure that there’s improvement available to use in setting new standards.”

He offers these five steps to take to solidify your content marketing strategy and execution:

• Direct. Create an initiative that will define the scope of the most important standards for your content marketing. Prioritize the areas that hurt the most. Work with leadership to decide where to start. Maybe it’s persona development. Maybe you need a new standardized content process. Maybe you need a solid taxonomy. Build the list and make it a real initiative.
• Define . Create a common understanding of all the things associated with the standards. Don’t assume that everybody knows. They don’t. What is a white paper? What is an e-book? What is a campaign vs. an initiative? What is a blog post vs. an article? Getting to a common language is one of the most powerful things you can do to coordinate better.
• Develop . You need both policies and playbooks. Policies are the formal documentation of your definitions and standards. Playbooks are how you communicate combinations of policies so that different people can not just understand them but are ready, willing, and able to follow them.
• Distribute . If no one follows the standards, they’re not standards. So, you need to develop a plan for how your new playbooks fit into the larger, cross-functional approach to the content strategy. You need to deepen the integration into each department – even if that is just four other people in your company.
• Distill . Evolve your standards. Make them living documents. Deploy technology to enforce and scale the standards. Test. If a standard isn’t working, change it. Sometimes, more organic processes are OK. Sometimes, it’s OK to acknowledge two definitions for something. The key is acknowledging a change to an existing standard so you know whether it improves things.

For their 14 th annual content marketing survey, CMI and MarketingProfs surveyed 1,080 recipients around the globe – representing a range of industries, functional areas, and company sizes — in July 2023. The online survey was emailed to a sample of marketers using lists from CMI and MarketingProfs.

This article presents the findings from the 894 respondents, mostly from North America, who indicated their organization is primarily B2B and that they are either content marketers or work in marketing, communications, or other roles involving content.

Thanks to the survey participants, who made this research possible, and to everyone who helps disseminate these findings throughout the content marketing industry.

Cover image by Joseph Kalinowski/Content Marketing Institute

About Content Marketing Institute

Content Marketing Institute (CMI) exists to do one thing: advance the practice of content marketing through online education and in-person and digital events. We create and curate content experiences that teach marketers and creators from enterprise brands, small businesses, and agencies how to attract and retain customers through compelling, multichannel storytelling. Global brands turn to CMI for strategic consultation, training, and research. Organizations from around the world send teams to Content Marketing World, the largest content marketing-focused event, the Marketing Analytics & Data Science (MADS) conference, and CMI virtual events, including ContentTECH Summit. Our community of 215,000+ content marketers shares camaraderie and conversation. CMI is organized by Informa Connect. To learn more, visit www.contentmarketinginstitute.com .

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About Brightspot

Brightspot , the content management system to boost your business.

Why Brightspot? Align your technology approach and content strategy with Brightspot, the leading Content Management System for delivering exceptional digital experiences. Brightspot helps global organizations meet the business needs of today and scale to capitalize on the opportunities of tomorrow. Our Enterprise CMS and world-class team solves your unique business challenges at scale. Fast, flexible, and fully customizable, Brightspot perfectly harmonizes your technology approach with your content strategy and grows with you as your business evolves. Our customer-obsessed teams walk with you every step of the way with an unwavering commitment to your long-term success. To learn more, visit www.brightspot.com .

Stephanie Stahl