Google+

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

Entertainment

Justice Denied Documentary Chronicles Racist Targeting of Chinese-American Bank

  Abacus: Small Enough to Jail Film Review by Kam Williams Justice Denied Documentary Chronicles Racist Targeting of Chinese-American Bank Asian-Americans are often referred to as the "model minority" because of their  success in the U.S. despite the existence of discrimination which has crippled other ethnic groups. However, the label has also led many a racist to misread Asian modesty as an invitation to treat them like … [Read More its Good for You.....]

Books

Rising Star: The Making of Barack Obama

  Rising Star The Making of Barack Obama  by David J. Garrow William Morrow Hardcover, $45.00 1472 pages ISBN: 978-0-06-264183-0 Book Review by Kam Williams “Barack Obama's speech at the 2004 Democratic National Convention instantly catapulted him into the national spotlight and led to his election four years later as America's first African-American president. In this penetrating biography, David J. Garrow delivers an epic work … [Read More its Good for You...]

Art

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

History Being Sold to the Highest Bidder

  History Being Sold to the Highest Bidder by Amy Lignor   For the longest time, scientists and archaeologists have been confused and bemused by various discoveries they’ve unearthed that offer little or no explanation as to the who, what, and why of the people who created these things or left them behind. Even now, in 2017, there are discoveries being studied; stories that were once legends now have actual bits of proof being found that … [Read More its Good for You.....]

Lifestyle

Stunning Stenberg!

  Amandla Stenberg The “Everything, Everything” Interview with Kam Williams Stunning Stenberg! Amandla Stenberg first gained recognition for her role as Rue in The Hunger Games, alongside Jennifer Lawrence, Liam Hemsworth and Josh Hutcherson. After the success of that film, Amandla earned the 2012 Teen Choice Award with Jennifer for Best Film Chemistry. She was also nominated for NAACP Image and Black Reel Awards for that … [Read More its Good for You...]

Outdoors

Finding Bass During a Mixed Spawn Season

  Finding Bass During a Mixed Spawn Season Yamaha Pro Mark Davis Offers Two Solutions For Catching Bass This Spring Warmer-than-normal winter temperatures have shuffled bass spawning schedules on many lakes throughout the country this spring, but Mark Davis has seen it before, and the veteran Yamaha Pro knows just how to approach the problem. “With the milder winter, bass began spawning much earlier than usual this year so when a … [Read More its Good for You...]

Sports

A Sport Where You Feel the Thrill Without Going to the Extreme

  A Sport Where You Feel the Thrill Without Going to the Extreme by Amy Lignor   There are many sports “fanatics” out there who literally dive head-first into an extreme sport in order to get their adrenaline pumping – taking on a sport that comes hand-in-hand with a monumental amount of risk. But for those who are not interested in being scared to death, yet wish to feel the thrill, data has shown that zip lining has become the … [Read More its Good for You...]

Business

The Hottest Locales for Small Business in the U.S.

  The Hottest Locales for Small Business in the U.S. by Amy Lignor   No, Silicon Valley is not being replaced. However, with the Kauffman Foundation releasing its annual Startup Activity Index last week showing, in detail, trends in U.S. business startups for 2017, it was revealed that California has been booted out of first place. The top spot for new businesses to be built and thrive in the United States has been taken over by the big, … [Read More its Good for You...]

Travel

Once Upon a Time Vacations

  Once Upon a Time Vacations by Amy Lignor   Whether you are a lover of history or you simply have the “Beauty & the Beast” obsession – which, according to movie revenue data, millions all over the world are suffering from – just think how amazing it would be to stay in an actual castle. We already know what the beauty would be from the female perspective, but when it comes to the gentlemen out there, just think about how much … [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...]