Hi, I’m Stefanie Daulizio with this week’s content and coffee with Brafton. Last week, Brafton attended SES New York and I want to share insights from conference conversations about how Twitter content marketing can use online and offline trends to reach audiences.
At SES, Hill Holliday’s Mike Proulx and Twitter’s Joel Lunenfeld spoke about the role Twitter plays in television as a second screen. With people connected to the network as they watch their favorite programs (and commercials!) companies can start thinking about smart content strategies that will capture these consumers’ attention.
Television has evolved to become more social – TV sparks 22 percent of mobile searches. Broadcasters realize their viewers’ attention spans are dwindling, and they’re creating interactive content for second screens to pull people back into the shows they’re watching. You’ve probably seen hashtags on your favorite shows, or live streams of Twitter responses on newscasts. 95 percent of all public conversation about TV happens on Twitter – Twitter IS the second screen.
If you’re running TV commercials, you’ve got a clear opportunity to connect your ads to Twitter content – ask viewers to respond with a hashtag. For content marketers not advertising on television, second-screen viewing and social TV trends still matter. At SES, Twitter’s Lunenfeld admitted Twitter marketing began as a way to spark offline chatter, but he challenged marketers to consider the inverse. How can offline events – whether industry conferences, in-store promotions or guerrilla campaigns – inspire Twitter marketing initiatives?
At Brafton, we tout the value of news content marketing – it allows our clients to participate in timely and relevant niche conversations. With Twitter activity evolving alongside social TV, the more media companies provide across channels, the better the odds they’ll see ROI.
How are you using Twitter for real-time marketing? Do you publish news content as a way to tune-into social conversations happening on and offline? Let us know in the comments section below.