Survey results: Consider both influence AND frequency of use

OK, so we’ve shown you which collateral types are most influential. Good to know, right? Well, that’s only the first step. In our new survey of technology decision makers, we determined that influence isn’t the only variable in planning your content strategy. Among other things, you have to consider frequency of use.

An example: our survey respondents told us that brochures and data sheets were less influential than white papers, case studies, podcasts, and even video collateral. However! Product brochures and data sheets remain the most frequently consumed collateral type, with 70% of respondents indicating that they had read a brochure or data sheet in the last six months.

So what does that mean? Are product brochures “good” collateral or “bad” collateral? Well, it’s never that simple, of course—and we have a few theories to explain why brochures are a little bit of both. Download our free report to find out more.