Coca-Cola: Learning About Content Marketing From the ‘Master’


Coca-Cola: Learning About Content Marketing From the ‘Master’  


“I’d like to teach the world to sing;

In perfect harmony.

I’d like to buy the world a Coke,

And keep it company.

That’s the ‘Real Thing!’


Oh, yes…that IS the ‘real thing.’ They don’t show this particular commercial anymore because their marketing and advertising campaigns have transformed over the decades to ‘fit’ Coca-Cola’s needs just perfectly. But that is the song that everyone in the world began to sing, and was a large piece in making Coca-Cola the ‘King’ of soft drinks – a spot they’ve continued to hold for years and years and years.


Well, for any business out there who wishes to be more than successful when it comes to their content marketing endeavors, Coca-Cola is certainly one brand that shows how to utilize it effectively. Being a globally-recognized brand that operates and is distributed in over 200 countries across the globe and brings in around $50 billion dollars in revenue each and every year, certainly shows that they know what they’re doing!


When it comes to Coca Cola and marketing that song, among others, will be what you think of almost immediately. We are a visual society, as you all know, so the famous Coca-Cola television advertisements are at the forefront of their efforts – especially those cute polar bears that everyone is STILL head over heels for even though they’ve been a part  of our ‘Christmas’ cheer for years.


However, it is content marketing that’s actually at the core of the Coca-Cola strategy. In fact, the company recently set a goal to double worldwide consumption of Coca Cola by the year 2020 – and they are planning on using content marketing to take them there.


With my long experience of analyzing content marketing efforts while working for an SEO agency, I would like to share the analysis of the Coca-Cola approach, and offer advice that can help with your own content strategies.


So, why listen to Coca-Cola? Besides the fact that they are a massive brand with a gigantic marketing budget, their marketing team has also consistently been at the forefront of new ideas and techniques. They were the first to try ‘sampling;’ the first to offer consumer coupons; and they were even among the first to represent women in the workplace. Their approaches to marketing have been innovative, causing businesses to mimic their tactics in an attempt to replicate their huge success.


Taking a look at what Coca-Cola is doing, thereby adapting our own approaches, is a must. In fact, Coca-Cola has actually released videos that go into detail about their new approach to ‘content marketing.’ Jonathan Mildenhall, V.P. Global Advertising and Creative Excellence for Coca-Cola, recently stated in an interview that they “chose to release the information because it would require too much effort to keep their new marketing plan away from public knowledge.” Therefore, they have released the information in order to reap the extra benefits from the publicity.


There are insights to be taken from Coca-Cola’s ‘Content Marketing’ videos, beginning with their “Liquid and Linked” phrase. In the videos, the marketing team often uses the phrase ‘liquid and linked’ when they talk about their new marketing plan: Content Marketing 2020. Two aspects of their approach include “Liquid,” which is a plan to consistently create content so unique that it goes viral and is found all over the Web. They won’t waste any time on what they know to be ‘good,’ or even ‘great’ content, they will only offer the very best that generates high interest levels across social networks. Step two of the plan is “Linked,” which outlines the importance of ensuring that their content remains completely connected with their underlying business goals. In other words, what’s the point of going viral with content that offers no increase in sales?


What should we all take as the lesson here? Simple, really. Offering remarkable content that is absolutely and completely relevant to your business strategy and goals is a must. Yes, the average ‘Joe’ like you and me most likely do not have the resources to create content that consistently goes viral, but we can still do our best with the assets at our disposal. ‘Remarkable’ content certainly has the ability to go viral, and viral content will bring you amazing results. Add in the extra effort that is needed, and you will really find that with hard work and remarkable content – your company can become something truly special. And if the content works alongside your company’s specific goals, then you’ll be rewarded with social shares and links which, in turn, will boost your visibility in the search engines.


The “70/20/10 Plan” is what Coca-Cola also speaks about. Broken down, this means that 70% of their content will be low risk – content that has already proved itself to work consistently across the board. 20% will focus on ‘spin-offs’ from the ‘good, old material’ that consumers know and love, while the final 10% will be high risk. With this, you are looking at brand new ideas that will end up falling into one category or the other – hugely successful or a hideous failure.


In the end, being highly creative and having the ability and courage to experiment with new concepts and ideas is a must. Always analyze how effective  your content is, and use what truly works over and over again. Begin experimenting with content that’s a  ‘spin-off’ of that successful content, then analyze its effectiveness. Then, create and distribute brand new ideas that are incredibly interesting and literally keeps your material ‘fresh’ and far away from the ‘normal, boring’ category that will make customers walk away and move on to something more fun.


Since Google changed their algorithm, SEOs, PR agencies and social media marketers have seen content marketing as a ‘hot topic.’ But in order to get more involved with this new path, they will need to learn the absolute basics. Join me on Twitter, Facebook and LinkedIn, where I share the latest information surrounding content marketing – and let’s see who the next ‘Coca-Cola’ giant will be!

For more information on Content Marketing, Brand Monitoring and Creating a Social Foot Print: Be First Media Group



BFFs Party in New Orleans in Raunchy Reunion Romp

  Girls Trip Film Review by Kam Williams BFFs Party in New Orleans in Raunchy Reunion Romp  Ryan (Regina Hall), Sasha (Queen Latifah), Dina (Tiffany Haddish) and Lisa (Jada Pinkett Smith) have been friends since their college days in the Nineties. Back then, the tight-knit Flossy Posse partied as hard as they hit the books. After graduating, they curtailed the carousing considerably for the sake of their professional careers. Today, … [Read More its Good for You.....]


Book of Black Heroes

  Book of Black Heroes Political Leaders Past and Present by Gil L. Robertson, IV Foreword by Myrlie Evers-Williams Just Us Books Paperback, $12.95 80 pages ISBN: 978-1-933491-21-9 Book Review by Kam Williams “The first African-American political leaders began to serve following the Civil War...Known as Reconstruction, this period represented a window of opportunity for African-Americans... Many [Black] political leaders emerged … [Read More its Good for You...]


The Day After the Day Of

  The Day After the Day Of by Paul Ilechko   The sky sheds its tears. This morning is the morning of the day after. The day of mourning, the day after the day of.  I beseech the sky to shed tears in order to wash away the tears on my face.   This is the first day of the time after. This is the beginning of a new time, the days of pain, the days of sorrow. We are in mourning. The sky looks down and sheds its tears for … [Read More its Good For You...]

Real Estate

Big Things in Small Packages Are Taking Over the Real Estate Market

  Big Things in Small Packages Are Taking Over the Real Estate Market by Amy Lignor   What began as a “tiny” trend – which some called a “passing fad” at first – has become one of the largest growing industries in the U.S.A. in the 21st century; with records being broken in 2017.   Despite what you would call having a niche appeal, in the real estate market tiny homes are selling the BIGGEST. In fact, their all-time low in sales … [Read More its Good for You.....]


Healthy Living: The Cellphone Guide

  Healthy Living: The Cellphone Guide by Amy Lignor   Much like the political realm, there will always be debates and disagreements when it comes to the technological realm—especially when it comes to your health versus the almighty cellphone. Now, it is a fact that communication in the 21st century literally brought about a revolution. Mobile devices are being used and will remain at the top of “must have” lists for all ages for … [Read More its Good for You...]


Go shallower, further with Carolina Skiff DLX Tunnel Series

  Go shallower, further with Carolina Skiff DLX Tunnel Series By Craig Lamb A pillar of the Carolina Skiff brand is the DLX Series, tracing its roots back to the first model built in 1983. Since then the DLX has built a loyal following as one of the most durable, versatile and stable boats on the water. Plain and simple, you just can’t beat it as a runabout, commercial workboat or for just about any activity on the water. Could the DLX get … [Read More its Good for You...]


NASCAR Fans “Gear Up” for Independence Day Weekend

  NASCAR Fans “Gear Up” for Independence Day Weekend by Amy Lignor   It is that time again. And while some families will be going out on the town or heading to their local fireworks display to sit on the lawn and watch the rockets’ red glare as the local firefighters put on an awesome display, there are thousands of others headed to Daytona in order to witness one of NASCAR’s mot anticipated events: The COKE ZERO 400 being held in the … [Read More its Good for You...]


Is Social Media Still Growing?

  Is Social Media Still Growing? by Amy Lignor   It was in 1999, Bill Gates wrote a book titled, “Business @ the Speed of Thought.” Within these pages, the man who became the computer world’s wizard made massively bold predictions that, at the time, sounded ridiculous and outrageous to those who read them. But when you look at how the social media realm has grown over the past few decades, it is important to take note that not only … [Read More its Good for You...]


The B&B’s Offer A+ Service for Your Vacation

  The B&B’s Offer A+ Service for Your Vacation by Amy Lignor   When it comes to vacations people always think and worry about the locale. Where will they go? Does it have something for the kids? Are they looking at a camping trip, a historical location where they can treasure hunt through the museums, or simply that relaxing by the beach vacation that has everything to do with getting the right tan while sipping those amazing … [Read More its Good for You...]

Green Living

Creating the Perfect Vegetable Garden

  Creating the Perfect Vegetable Garden by Amy Lignor   Many are still dealing with that wintery mix Mother Nature just loves to toss down from the sky this time of year. Yet, that gardener living inside the soul – the one just dreaming of the sunny skies and lazy rainy days that are must-haves in order to grow the best vegetables possible – is already jotting down the facts, tricks and tips they need to know in order to make that … [Read More its Good for You...]