Coke and content

Coca-Cola�s brilliant new content marketing strategy keeps it ahead of the game

The Message has long been a fan of how Coca-Cola markets itself across a variety of platforms. From film clips to Facebook, the soft-drinks giant clearly understands the importance of creating engaging content as not just a marketing tool, but a whole marketing strategy.

In fact, Coke takes content so seriously that it has recently released a new approach. Called �Content 2020� it is essentially a manifesto highlighting how the company �will evolve its approach to the creative agenda on its key brands�.

The key point is that Coca-Cola plans to �move from creative excellence to content excellence� to create ideas so contagious they cannot be controlled�. Talk about an inspiring vision! Coke doesn�t just want to be part of the conversation, it doesn�t just want to sell products (although, obviously, that remains the goal), but it wants to do that by earning, in its own words, �a disproportionate share of pop culture�.

In other words, Coca-Cola wants to be up there with The Beatles, Jack Kerouac, Andy Warhol, Apple, Muhammad Ali, the PC, mobile phones, social media, Lady Gaga and everyone and everything else who/that has shaped and changed the way people think and live.

The plan is to start with brand stories that provoke conversations that Coca-Cola constantly acts on and reacts to. So why is it doing this? Because the paradigm has shifted � because content is changing, with user-generated content becoming more important as a result of social media and mobile content creating an �on demand culture�.

Coca-Cola acknowledges that it has looked at other brands and business models for ideas/inspiration about how to best create this greater engagement. But we�re betting it will end up being better than any of them. And as a template for creating a successful content marketing strategy for all businesses great and small, it takes some beating.

This video explains Coca-Cola�s �Content 2020� strategy in detail. Although there won�t be a quiz at the end of it, it�s still not a bad idea to take notes�

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