Why Content Strategy Is Foundational To Real-Time Marketing

When the curtain went up on the Emmy Awards, HBO was ready.

As usual, the cable network was nominated for a plethora of awards. Naturally, there was no way of knowing who, or what programming, would win which categories. At the same time, there were plenty of knowns: those shows, actors, directors and talent who were nominated in each category.
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So, the social media team, led by VP of Digital and Social Media Sabrina Caluori, sprang into action weeks before the actual event. They created content for every possible award outcome. But first, they informed internal stakeholders (management, legal, communications) about their overall strategy and what the team planned to do and react to. From this, guidelines and rules of engagement were developed around the content, much of which was locked and loaded in advance of the event.

“We know we need freedom to develop content on the fly, but we need to know the guardrails [and] if anything we did needed to be escalated,” she said. “There are built-in parameters for the campaign.”

HBO aced the evening (mostly on Twitter) with responses to the awards, winners, and show itself that were immediate, timely, on-message and on-brand.

HBO is just one of the many brands we spoke with for a new research report, “Real-Time Marketing: The Agility to Leverage ‘Now’” (download available at no cost under Creative Commons).

We’ve identified six business use cases for real-time marketing (RTM) and outlined best practices based on our research. But if successful RTM boils down to just one thing, it’s having a clear, mature, fully developed content strategy in place before leveraging the “right now.”

RTM initiatives fall into a quadrant of initiatives that fall on a sliding scale between reactive/proactive and planned/unplanned. Being proactive and planning is ideally where you want to be when marketing in real-time, as illustrated in the above HBO example (there are many other such case examples in the report).

Please read the rest of this post on MarketingLand, where it originally published

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