Performing While Transforming: Disrupting as an Incumbent
The Secret to Sizzle Content
1. S I Z Z L E
B E I N G R E L E V A N T V S . B E I N G T R E N D Y
T H E S E C R E T T O
C O N T E N T
2. “THE FAD OF JUMPING ON EVERY LITTLE MOMENT IN POP
CULTURE HAS JUMPED THE ‘SHARKNADO.’”
- KEN KRAEMER
3. T Y P E S O F R E A L T I M E C O N T E N T
P R E D I C T I V E R E A C T I V E A N T I C I P A T E D
Content created long before
an event or occasion takes
place, yet still perceived as
timely when posted.
--
Examples:
Movie releases
Weather-related posts
Holidays
Content that reacts to an
unpredictable topic or event,
usually newsworthy. This
content is impossible to create
in advance.
--
Examples:
Celebrity arrests
Wardrobe malfunctions
Live TV reactions
Content that can partially be
created ahead of time, but its
details are left to be completed
once the event unfolds or the
news breaks. This is a hybrid of
predictive and reactive content.
--
Examples:
Oscar winners
Election results
Super Bowl touchdowns
4. S E C R E T S T O S I Z Z L E
1. No two communities are created equal.
Don’t force it. Decide whether the subject is relevant to your audience or the audience you are trying to reach.
2. Play Hide & Seek
Don’t pursue negative, serious or politically-charged stories unless extremely relevant..
3. Know or NO
Know the facts and the background of the subject before you create content about it.
4. Center of attention
Use any hashtags or keywords associated with the subject to help content get noticed by the right people.
5. Typo Free Zone
Proofread! Real time or not, typos cannot be forgiven.
6. Agency created, client approved
Make sure that the client is onboard and that you’ve received the proper approval before you post.
7. To promote or not to promote?
Allot a budget for real-time content opportunities ahead of time.
8. “Big Brother” the conversation
Monitor the social conversation before, during and after you post.
