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5 Lessons from Coca Cola’s New Content Marketing Strategy

December 3, 2012

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Coca cola and Social MediaCoca Cola has been part of popular culture for over 100 years and has been  called a “Vision Brand“.

Its marketing and communication is purposeful and connects with its audience  in a way that makes it stand out from its competitors.

Its mission is not about selling products but to create significant positive  change in the world that makes the world a better place.

Coca Cola’s mission statement

  • To refresh the world
  • To inspire moments of optimism and happiness
  • To create value and make a difference

Recently they have realised that their marketing strategy that has worked  well for them for decades needed to evolve and as such they are moving from “Creative Excellence” to “Content  Excellence

Creative excellence has always been at the heart of Coca Cola’s advertising  and they have decided that content is now the key to marketing in the 21st  century on a social web.

Content for Coca Cola is is now the “Matter” and “Substance” of “Brand  Engagement”

So what can we learn from Coca Cola’s new marketing strategy?

Lesson 1: Create Liquid Content

The purpose of content excellence is to create “Ideas” so contagious that they cannot be controlled this is what is called “liquid  content”.

On a social web people can easily share ideas, videos and photos on social  networks such Facebook.

So create content that begs to be shared whether that be an image, a video or  an article.

Lesson 2: Ensure your Content is Linked

The next part of the equation is to ensure that these ideas create content  that is innately relevant to

  • The business objectives of your company
  • The brand
  • Your customer interests

This is “Linked” content…. Content that is relevant and connected to  the companies goals and brand.

Ensure that the content communicates your message that is congruent with your  mission and values.

Lesson 3: Create Conversations

Coca Cola has realised that the consumer creates more stories and ideas than  they do so the goal is provoke conversations and then “Act” and “React” to those conversations 365 days of the year.

The new “Distribution Technologies” of Twitter, YouTube and Facebook provide  greater connectivity and consumer empowerment than ever before.

Don’t just publish but interact with your audience and tribe.

Lesson 4. Move onto Dynamic Story Telling

On traditional media in the past, story telling was static and a one way  street. Television and newspapers shouted at you with no means of  interaction.

Coca Cola has come the realisation that to grow their business on the social  web they need to move on from “One Way Story Telling” to “Dynamic  Story Telling

This means you need to allow the story to evolve as you interact and converse  with your customers. You need to converse with your customers in many media  formats and social networks.

Storytelling has moved on from static  and synchronous to multifaceted, engaged and spreadable.

Lesson 5: Be Brave and Creative with Your Content Creation

Part of the new Coca Cola content strategy is applying a 70/20/10 Investment  principle to creating “Liquid content“.

  • 70% of your content should be low risk. It pays the rent and is your bread  and butter marketing (should be easy to do and only consumes 50% of your  time)
  • 20% of your content creation should innovate off what works.
  • 10% of your content marketing is high risk ideas that will  be tomorrows 70% or 20%…. be prepared to fail

This provides a blueprint regarding moving on from just developing white  papers, to trying some content that is more visual, courageous and engaging in  web world that has embraced multimedia and interactive content.

The 30 Second TV Ad is no Longer King

Coca Cola has come to the conclusion that the world has moved on from the 30  second TV ad. So has the the Old Spice brand and many other businesses who are  embracing social media as part of their marketing strategy.

We need to move towards a genuine consumer collaboration model that builds  buzz and adopts a more iterative approach to content creation.

Learning how to fuel the conversations, act and interact has never been  more important.

Consumers ideas, creativity and conversations have been set free with the  evolution of social networks, learning to leverage and wrangle those  conversations to increase your brand visibility is now a vital part of  your marketing.

What About You?

Do you create conversations with your marketing? How many people are talking  about your stories on Facebook?

Is your content liquid, linked and multi-faceted?


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