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Content Marketing Lessons from Coca-Cola

You are here: Home / Social Media Articles / Content Marketing Lessons from Coca-Cola

January 21, 2013 //  by Mike Allton

Reading Time: 2 minutes

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?

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Category: Social Media ArticlesTag: Content Marketing

About Mike Allton

Mike is an international keynote speaker, an award-winning blogger & author at The Social Media Hat, and Head of Strategic Partnerships at Agorapulse where he strengthens relationships with social media educators, influencers and partner brands. He has spent over a decade in digital marketing and brings an unparalleled level of experience and excitement to the fore, whether he's delivering a presentation or leading a workshop.

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Mike Allton is an international keynote speaker & consultant, and an award-winning blogger and author at The Social Media Hat, where he has been educating businesses and organizations on the best use of content marketing for reaching and converting target audiences. Mike is proud to serve as the Head of Strategic Partnerships at Agorapulse, where he builds relationships with influencers and brands around the world.

Since 2012, Mike has worked with over a hundred brands and executives to help them identify and implement successful strategies. As a certified NLP Coach & Practitioner, he helps YOU achieve excellence. Work With Mike

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