Real-Time marketing depends heavily on the use of a plan, when releasing content, where it is being released … and who will be the target audience. A business, profiting through the sale of colorful skateboards is unlikely to benefit, from releasing information about their newest design, within a publication, viewed, almost entirely by senior citizens. Their marketing efforts will be much more successful, if that content were released, instead, to media, frequently viewed by males, within their teens and twenties, who are more likely to enjoy skateboarding, than their grandparents who will, likely find the hobby and artwork equally distasteful.

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Why Content Strategy Is Foundational To Real-Time Marketing – Marketing Land