CONTENT CREATION & DISTRIBUTION “We came to a fundamental understanding that our customers are “Our audiences did not have time to read evergreen content,” they consuming content in more channels than we imagined.” continued. “We tried to be highly relevant in the moment, providing insight from our perspective on ONLY the topics where we could provide “We did more outbound sales calls and increased webinar frequency to once meaningful, actionable insight.” per month. Previously we did only whitepapers and blog content.” “WE BEGAN GENERATING CONTENT ON A MORE FREQUENT BASIS AND EXPLORING NEW CHANNELS IN WHICH TO DISTRIBUTE THE CONTENT.” “We began paying more attention to social media platforms as well as blogging platforms from the traditional offline marketing techniques. This resulted in increased user retention, a hike in pageviews, and more.” As several respondents said, the pandemic made content marketers rethink how much content they deliver. We heard from many who cut back on quantity to focus on quality. “When everything went to digital there was an onslaught of emails, podcasts, and webcasts. We forced ourselves to be much more thoughtful in what we were putting out there, and if it wasn’t highly relevant to what was going on at that moment in time, we didn’t produce and distribute. 2222