In an inaugural segment of our video series improbably named "Better Marriage Through Big Data," we take on the idea of brands as real-time content creators, by looking at a fundamental question: In our newly social age, is it incumbent on brands to be always at the ready to respond—with content or with creative—to events as they happen, in real-time? Or is that an expectation that requires an unrealistic level of agility?
The background to our discussion is this: Last Tuesday, during the Republican response to President Obama's State of the Union address, Florida Senator Marco Rubio (his friends call him Paul, BTW) took a long draw of Poland Spring water. Almost instantly, that moment became a trending topic on Twitter.
Hilariously, San Francisco-based writer Jory John (author of the amazing All My Friends Are Dead) tweeted: "Poland Spring Water hasn't Tweeted since July, 2010. Right now, their rep is frantically trying to remember the password."
The brand did respond eventually, posting the following photo on its Facebook page at 1 PM ET, with the caption, "Reflecting on our cameo. What a night!"
The event hearkened to a moment the previous week, during the Super Bowl, when Oreo and Audi famously seized the moment during the game's blackout to create some timely, relevant content in real-time.
So what do you think? Do brands need to act more like journalists—shedding their traditional campaign model in favor of real-time, event- and audience-driven agile communications? Or is that unrealistic and unnecessary, especially in the case of hot-potato subjects such as politics?
Take a look at our video, titled "A Swig and a Miss: Poland Spring":
Continue reading "Brands as Real-Time Content Creators: Expected or Unrealistic?" ... Read the full article
MarketingProfs provides thousands of marketing resources, entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
Sign in with your preferred account, below.
You may like these other MarketingProfs articles related to Content:
How to Generate High-Quality Traffic That Turns Into Leads and Sales: Brian Dean on Marketing Smarts [Podcast]
High-quality website traffic helps improve your revenue and marketing ROI. So how do you get there? Brian Dean shares tips, tricks, and tools for a strategy that results in more sales and leads. read this »
The Power of a Collaborative Content Strategy: Andy Crestodina on Marketing Smarts [Podcast]
Why create content all by yourself when you can collaborate and have more fun? Any Crestodina shares his powerful mindset around content creation and gives examples, tips, and a path to follow when collaborating. read this »
The Knowledge Bank: Your Marketing Content Team's New Favorite Tool
Ever felt like you need a reference library for your marketing content? Of course you have. It's called a knowledge bank, and its existence will make everything easier. read this »
How Content Teams Are Boosting Content Creation Using Automation Tools
We can all admit it: Creating content can feel like a slog at times. Fortunately, software has caught on, and there are plenty of tools that make the process easier. Here are six of them. read this »
Traditional Content Marketing Is Broken—Here's How Amplified Marketing Can Fix It
Amplifying your content can be as simple as breaking a larger piece into bite-sized (byte-sized?) pieces, and there's no better way to get those pieces than by having a good conversation. read this »
The Podcast Boom: Audience and Content Trends
People who listen to podcasts daily say over the past two years they have been listening to podcasts more frequently and have also been listening to more titles, according to recent research from Nielsen. read this »