It's part of the Content Cycle - Refine.  Maintain awareness of your core audience, by monitoring for new behaviours then research further and update your approach. Make sure you keep an eye on feedback you get from customers to consider as part of this too - whether that's in the form of emails, social media comments or even phone calls. All of this can be valuable to help shape the content. Agility can also be built in by having access to additional resources if you need to suddenly increase content production or change direction. Also having a multi-skilled team is great. If you have people who can quickly produce video content, for example, then this might help you to get content out there that gains traction.