Marketing has mushroomed with social content initiatives in the last few years, and combined with the urgency and real-time expectations of audience and customers, a new marketing discipline has emerged. One we call “real time content marketing.”

Real-time information-sharing demands a more finely tuned approach from marketers, one that includes a redefinition of the word publishing and also brings a business alive on a 24-hour, seven-day-a-week basis.

With the adoption of status-updating and sharing, a message can spread around the globe within hours, minutes, and even seconds. If marketers and brands are not part of the content conversation in either their own brand space or the broader category space, they might as well not exist to a certain degree.

Although more companies are becoming increasingly connected, the concepts of being present and active most often fall by the wayside. Many companies spend years redesigning their websites. Others look at social media in a start-and-stop manner, and by doing so they are allowing social networks to fully control their marketing conversation by simply ignoring it.

The good news is that by knowing the problem, you can start to address the solution. The solution for marketers is all-encompassing and will require the following:

• Organizational shifts from passive to real-time engagement
• A redefining of audience
• A redefining of brand to include the audience
• A greater commitment to sincerity
• A deep understanding and executional capability in search and ‘findability’ issues
• A deep understanding of building out earned attention in social networks
• A redefinition of the word publishing
• A commitment to being a “marketer as media publisher”

Another major shift is in the way content is found. Now, publishers and marketers must label content and make it shareable so that it can be found at the most granular level of search or social relevancy.

The greatest change from pre-Internet is the rising importance of being present and always-on. This new digital landscape creates a new urgency for marketers to be part of an “in-the-moment” conversation that occurs 24/7 about their brand or company and about the general consumer conversation at large.

Ultimately, the sum of many missed moments in this new landscape will be the death of some companies, and this embracing of “right now” will be the ascension of many others.