Real-Time is the buzzword that has been rising around the marketing and journalism industries in recent times. It refers to the speed at which content reaches the market. In the days of old, when newspapers were the major news providers, journalists had ample time between publications to prepare their reports. But on the other hand, they only had half the time to collect the data needed to feed each story.

Today, however, everyone (not just journalists) is able to access the latest information available through, dun dunnnn, Internet. It is incredible that a basic need for a society can change so much in such a short time.

Real-time reality

The Internet has become the source of information as we know it: updated to the second, a la carte, socially transmitted, 140 characters … Newspapers have struggled to obtain competing benefits in this environment. Today’s journalists are anyone who is connected to the network and shares relevant online content.

In corporate marketing has adopted the concept of content marketing to take advantage of this evolution in the news industry, with more resources, its content often enjoys a greater reach online than amateur productions competing for the same recommendations.

Real-time marketing content is a reality. Real-Time Content is the real-time content that happens when there is no delay between the time of writing and the time in which it is published. It is an immediate response to a comment or question. Think about Twitter. An opposite case: a blog is not Real-Time. A blogger usually reflects, writes, then comments are generated, therefore, the response time is not so immediate or instantaneous.

Brands will soon try to maintain their relevancy over periods of time when everyone seems to be talking about one thing. Thanks to the social networks will be able to know which is the most treated subject and try to generate relevant content for the users linked to their products and brands.

To carry it out requires forward thinking. The organization and alignment with different departments must be fundamental. Real-Time Content is simply an evolution of marketing brought about by today’s behaviors.