Hasta La Creative!

When a brand swiftly publishes creative and tasteful content tied to the latest news headlines, it dramatically maximizes the impact and ultimately the success of that content. But that success can be fleeting and actually hurt you if you’re not laser-focused on telling the bigger brand story.

Thanks in large part to quick but creative posts by brands like Oreo and NBC during the Super Bowl blackout, the idea of a standing rapid-response “newsroom” became one of the year’s most-discussed marketing strategies. Many of the more established and forward-thinking social-media content marketers actually have employed this strategy for years as part of their brand plan, with social-listening insights informing content development for both quick and longer lead ideas. But because this tactic now has a sexy, new title, many are jumping on the newsroom bandwagon without understanding how to properly employ it.

Content developed in near-real time and linked to a buzz-worthy story or topic can generate a spike in conversation. But short-term buzz doesn’t necessarily translate into long-term engagement. The most effective content marketers use this tactic within the confines of a broader marketing strategy, and master the art of connecting the brand essence, voice and message to the cultural headlines of the day. Without the broader connection, a brand could come off as nothing but a noisemaker and risk cheapening its image.

Continue reading at AdAge.com