Content Marketing 3.0 aka The Future of Real Time
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You are not the real-time I used to know by Lisa Morretti, digital strategist @ SevenEC1
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Content Marketing 3.0 aka The Future of Real Time
- 1. Content Marketing 3.0 AKA The Future of Real-Time Twitter: @SevenEC1 Hashtag: #SMW3Point0 …you are not the real-time I used to know Speaker: Lisa Moretti Twitter: @LisaTalia
- 2. …you are not the real-time i used to know
- 4. Speed and volume are major challenges Percolate, 2014 Senior Marketers Insight Report
- 24. /ˈmɛθəd/ a particular procedure for accomplishing or approaching something, especially a systematic or established one
- 31. So…. 1. Don’t be afraid of real-time 2. Build rules so you can be flexible within them Ways you can do this… • Let go of the data you don’t need • Find your format • Build a framework • Write a dictionary of definitions • Lifestyle and attitudinal audience characteristics are the way forward
Editor's Notes
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- And I’m not the only one…
- The lights went out for 34 minutes during the super bowl between san francisco 49ers and the baltimore ravens
- But then, during the 34 minute black out, phones lit up across the US and then around the globe
- It was the Tweet that changed the game for all of us. Oreo won that game. And this really changed the game. It because the tweet discussed in just about every
- And then a little part inside of agency people died because we knew this would be the new Dove.
- But unlike poor Ed, all is not lost. There is a way to win at this real-time marketing game.
- Some brands like Virgin
- And KitKat
- And Jaguar are doing a great job. But often we look at these big brands and we think…
- yeah… but you’ve got a bigger team, a bigger budget, bigger brains in the house.
- But by virtue of the fact that you’re in social, you’re already in the real time marketing race. There’s huge pressure on teams and individuals to be the first out the starting block with something smart to say.
- But it’s not just about being fast
- Or being the most creative
- To be consistently good is becoming more and more about NOT the right now, but what you did six weeks ago. The strategy we need to adopt is…
- Prepared spontaneity
- And we do that by adding method to the madness of our social media days. Not only will this allow us to keep up with the pace but it also means it’ll allow us to consistently create top quality content
- Adopting a more methodological approach to content creation means avoiding sleepless nights
- Not having to rely on huge teams
- Or slam back these.
- Method is about
- going from big data to edited data
- finding a format that works and sticking to it
- creating a framework that guides thinking
- Simplifying the complicated through strong definitions.
- Not being afraid to kick traditional audience demographics to the curb and adopt attitudinal and lifestyle characteristics instead.