Most of the time, the goal of content is to spread brand awareness. However, when it comes to real-time marketing, the purpose of content is to build customer loyalty through ongoing dialogue.
Today this can be done quite easily with the advent of online communication, with social media being one of the main real-time-centric technologies available for use with real-time marketing.
Monitor industry news
Stay on top of everything that happens in your industry in terms of news events and how you can relate your business to the news events that are happening. Sell products related to any of the news of the day. You can use that information to connect with your audience (for example) by creating a meme or infographic and submitting it with a specific hashtag to attract those who are reading that news event.
Monitor social media
On any given day, there are hundreds, if not thousands, of comments, questions, and stories that appear on social media that you can use to create event-sensitive content in real time. Even if a comment is negative, you can turn it around and use the comment as a way to show the facts of your business and industry to the world.
Build a community
One of the fastest ways to create content is to create an insider community. You can easily do it on Facebook with Facebook groups, or you can start a message board on your own website for your inner circle. If you’re listening, your inner circle will let you know what they need and want in terms of new content.
Don’t forget your audience
Don’t get lost in all the information online and forget who your audience is. When producing any content, including real-time responses to questions, comments, and collected information, don’t forget who your audience is. Take them into account when developing content in real time.
Create engaging content
Live content is not the time to send out a stale and boring word salad. Instead, this is the time when you want to try your hardest to create fun, entertaining, and engaging content that talks about what’s going on right now and also takes into account your company’s values and audience.
Create authentic and real content
You want to create good content with the information you can pick up on social media and by listening in forums and other areas where your audience hangs out. More is not always better, but good content with a view to current events will attract more interest when it is based on true stories and real information.