CONTENT CREATION & DISTRIBUTION ne thing that changed during work-from-home was collaboration. It Webinars also took the top spot when we asked which video formats Omakes sense that 73% of respondents indicated they used content produced the best results (51% said webinars/webcasts/web series, with creation/calendaring/collaboration/workflow tools, which represented a interviews with industry experts coming in at a distant second at 36%). big increase over the previous year (58%). VIRTUAL EVENTS/WEBINARS/ONLINE COURSES WERE RATED “Our use of internal technology changed,” one respondent said. “Working AS THE CONTENT TYPE THAT PRODUCED THE BEST CONTENT 100% virtually improved our skills and mindset about collaborating across MARKETING RESULTS IN THE LAST 12 MONTHS. WEBINARS ALSO the world; however, it sometimes hindered informal collaboration that TOOK THE TOP SPOT WHEN WE ASKED WHICH VIDEO FORMATS can take place when on site. We saw the increased promotion of higher- PRODUCED THE BEST RESULTS. level content and helpful, useful content for customers and less focus on product feature promotions — something we’ll continue.” The pandemic prompted many marketers to try new things. “We developed less static content and more interactive and animated content Others noted: formats,” one said. “The planning process got harder. The content produced was relatively the “It gave us time to try things that we may not have before,” another noted. same but planning with team members changed.” “We created some content that had only been ideas previously.” “The time spent caring for family, team, daily logistics ate into work time.” Distribution also changes Some respondents noted they began producing more content during the Virtual events and webinars take center stage pandemic and distributing it across more and different channels: The types of content that marketers were creating changed, too — the most obvious example was the shift from in-person events to virtual “We began generating content on a more frequent basis and exploring new events, which took center stage (virtual events/webinars/online courses channels in which to distribute the content”. were rated the content type that produced the best content marketing results in the last 12 months). continued on next page 21