Content Marketing Lessons from Coca-Cola
If you want to find out who one of the marketing leaders of the world is, look no further than the beverage company Coca-Cola. As little as 5 years ago, small to medium businesses might have been hesitant to pay any attention at all to what giant companies like Coca-Cola were doing, since the marketing budgets were so different as to be laughable. Coca-Cola would spend more on one TV ad than a smaller company might spend on their entire year's marketing. Now, however, things are changing. That's because the folks at Coca-Cola recognized that storytelling (content) through new technology (social media) are how society is changing (communicating).
In a two-part video presentation, Coca-Cola outlined their content marketing strategy called Content 2020. If you're a marketing professional, or responsible for marketing for your business, set aside 20 minutes to watch these videos. The first is just 7 minutes and the second video lasts 10 minutes.
In these videos, Coca-Cola states that they will "move from creative excellence to content excellence." It is a blueprint for creating provocative and potentially viral content, and then responding to the activity that content creates for your brand among fans.
One compelling point is that Coca-Cola intends to use multiple solution providers, and create a company culture for creativity to help generate new content ideas.
Perhaps more importantly is the fact that the entire presentation is based on the idea that traditional marketing, like :30 TV commercials, are less and less effective, and businesses need to adapt their marketing plans and processes to reflect today's engagement opportunities. If a global brand like Coca-Cola can recognize new advertising opportunities and challenges and change accordingly, so can you.
Take a look at these videos and let me know what you think. There's a lot to digest - what made sense, and what didn't?
By Mike Allton, Content Marketing Practitioner
Mike is a Content Marketing Practitioner, Blogger and Author in St. Louis, and the Chief Marketing Officer at SiteSell. He has been working with websites and the Internet since the early '90's, and is active on all of the major social networks. Mike teaches a holistic approach to content marketing that leverages blog content, social media and SEO to drive traffic, generate leads, and convert those leads into sales.
Mike is the author of, "The Unofficial Book On HootSuite: The #1 Tool for Social Media Management", "The Ultimate Guide to the Perfect LinkedIn Profile.", and "Blog Promotionology, The Art & Science of Blog Promotion."