Why real-time content marketing must reinforce brand narrative

07/10/2013 | Advertising Age (tiered subscription model)

Publishing branded content related to a breaking news or a buzz-worthy story can be one of the most effective ways to grab attention, but it's important not to let this tactic dominate your brand's content marketing strategy, writes Jack Macleod. Content tied to the topics of the day should still focus on the brand's overall message, rather than just seeking attention, he writes.

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