It’s strange that most of the time, the whole point of content is to engage your audience and to spread brand awareness, however when it comes to real time marketing the purpose of content is to build customer loyalty through continuous engagement in a dialog. This can be done rather easily nowadays using social media, which is the main real time centric technology available to real time marketeers.
Monitor Niches Industry News
Keep abreast of everything happening in your industry in terms of new events, and how you can relate your business to the things that are happening. You might try to engage your audience by creating a blog article and tweeting about it, an infographic and sending that out… bother using a specific hashtag to attract those who are reading that news event.
Monitor Social Media
Every single day of the week there are hundreds if not thousands of questions, comments and stories appearing on social media that you could use to craft content that is sensitive to real time news events or at worst of current interest to your audience. It’s even possible to find a negative comment and to use this as the basis for something, you could share your opinion on it, show how your business tackles complains, ensures it doesn’t generate such complains, etc… the point is to monitor social media and to use what you find.
Build a Community
One of the fastest ways to build content that incorporates real time marketing is to build a community of insiders. You can do this easily on Facebook with Facebook groups, or you can start a message board on your own website for your inner circle. If you are listening, your inner circle will let you know what they need and want in terms of new content and all you have to do is listen and provide it.
Don’t Forget Your Audience
Don’t get confused and absorbed in all the information you find online and never forget who your audience is. When you produce any content, including real time answers to questions, comments, and information gathered, don’t forget your audience. Have them at the forefront of your thoughts whenever you develop your real time content because it’s your job to simply engage this audience, and not anyone else.
Unleash Your Inner Editor
With real time content creation you cannot take the time to go through your normal editing processes. Large companies will therefore want to put a team on real time content creation that they trust to understand the essence of the company and who understand your audience so that they really can respond quickly to maximize your companies exposure.
Create Compelling Content
Real-time content isn’t the time to send out a stale and boring piece of sales junk. Instead, this is the time you want to take more effort to creating funny, entertaining, interesting and opinionated content that speaks to what is happening now, and that also keeps your company values and audience in mind.
Less Is More
When it comes to content creation you should never answer a question in one thousand words if you can answer it in five hundred words. This is even more important with real-time content, keeping it short, sweet and simple is often better. Creating a meme, infographic, or other easy to digest information may get more traction than a long word=centric document, especially when you want results fast as possible.
Create Authentic Content
You should aim to create great content with the information that you can acquire on social media and by listening in on forums and other areas that your audience hangs out. More is not always better, but good content with an eye toward current events will garner more interest and shares when it’s based on real stories and real information.
The important thing to remember when creating content based on real time information is to let go of the control reins a little so that the content can get out faster (nothing is ever perfect). Then be sure to monitor the real-time analytics of the content you push out, the comments your blog posts get, the shares, the views, etc. Try different forms of content to see which works best for your audience and which you feel most comfortable pushing out at speed..