Content marketing is more important now than ever before. Providing your audience with valuable content is key for getting their attention and increasing their engagement with your brand. And when it comes to content marketing, timing is everything.
LinkedIn’s Jason Miller shared his content marketing prediction for 2014 during Shoutlet’s “Big Ideas” webinar. His big idea: there are three types of relevant real-time content marketing for driving traffic, engagement and high-quality leads. Waiting for the moment, in the moment and anticipating the moment are the three phases of the real-time social sphere.
We couldn’t agree more with Miller’s opinion that we don’t need more content, but more relevant content. In order to be successful with your content marketing endeavors, you need content that your audience will find relevant at the right time. Keep these three types of content marketing in mind when developing your strategy:
1. Waiting for the moment: Having a content repository of evergreen posts will ensure you are prepared when the time is right. Make old blog posts part of that repository. You may be able to share them with other audiences or repurpose them in the future.
2. In the moment: Creating valuable content that relates to a real-time event can be marketing gold. When Oreo tweeted their creative photo during the Super Bowl blackout, they demonstrated how being prepared with the right content in the moment can result in major buzz and audience engagement. Since then, other brands have hopped on the real-time bandwagon. Tide’s popular Vine during Shark Week and Honda’s personalized Vines in response to customers’ tweets about needing a new car are just two examples.
3. Anticipating the moment: What will your audience be interested in next? This is a question you should constantly ask yourself, then develop copy that speaks to those needs. This helps you plan ahead and make sure you have content ready to go when the next big thing arises.
Need help navigating the different real-time content marketing stages? Give us a call. We can help develop your overall content marketing strategy and ensure you are ready at all times.