[Case] Content marketing-Coca-Cola gives us 3 lessons

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Coca-Cola at the Cancun Creative Festival, released its new content marketing strategy, from one-way to multi-directional, dynamic transmission. As a leader in content marketing, what are the reasons and goals of the http://www.aliyun.com/zixun/aggregation/8700.html > Coca-Cola Transformation? What can be learned and referenced for business-to-business and business marketers?

If business-to-business marketers are finding more reason to adopt content marketing, they are well worth referencing how the Coca-Cola Company is doing. Content Marketing Blog Content Marketing Cato founder Joe Piazzi said last month that Coca-Cola is doing a better job now.

Coca-Cola is obsessed with content marketing, not just because the beverage manufacturer has recognized the value of interacting with content and audiences. In fact, Coca-Cola has produced two videos (see article), outlining the reasons for this new initiative and how to implement its plan. Marketers can learn from these three lessons.

Coca-Cola not only because of trendy, but added to the ranks of content marketing. First, it establishes the corporate strategic goal of doubling the size of the business. Then, study its target audience, the latest trends in marketing and marketing, and explore opportunities.

Coca-Cola has seen three changes in the current market environment and marketing:
• Consumer online behavior is changing;
• Companies cannot separate their information from "technology" and social networks, such as Twitter;
• Companies can help develop deeper emotional ties by telling stories to audiences.

After practice, Coca-Cola acknowledges that content marketing helps business growth and branding through evoked conversations about its brand. The creative content comes from the idea of a highly contagious story that presents itself with life, dialogue and brand interaction.

Key points: Develop your content strategy based on enterprise goals and research.

Coca-Cola's narrative approach has focused on moving from one-way to today's dynamic and multi-directional. With this in mind, it plans to create more value-added and important stories about people's lives and spread them through all possible channels.

To achieve this goal, Coca-Cola will create various types of content, the story is also related to the use of multi-channel distribution. The content is not illusory, so the idea of Coca-Cola's content is based on the theme of "Active Life", the consumer's primary idea. Coca-Cola divides the content into two types, which are likened to the contents of the tree and trunk. In other words, the theme is to support the main content strategy (that is, the trunk), the interrelated story (that is, the branch) so that all the stories come together to build a unified, coordinated brand experience.

What underpins this is Coca-Cola's own definition of excellence: the idea of creativity is through the very contagious, and uncontrolled (i.e., liquid) and innate brand stories, brands, and consumer interests associated with business goals.

Key points: Create content strategies that are based on themes and interact with the audience, detailing the highest and lowest goals.

Coca-Cola has outlined how the content will be created to help it achieve its goals. Using rich data, the company aims to build itself into a leader by sharing thought-provoking concepts. These concepts will be written in the strategic outline as a starting point and will guide the idea of content creative briefings.

At the same time, Coca-Cola realizes that it needs to be creative and adaptable in the way it is conceived, because many people will need to be involved in the process. In addition to working with intermediaries and in-house personnel, it will also seek industry cooperation. Different collaborators will participate in different stages of the content concept, and they will follow the same principle:

• Encourage, do the best;
• Connect creative thinking;
• Sharing the results of efforts;
• Sustained development;
• Measure success.

While some people manage the whole process, Coca-Cola wants to encourage creativity and critical spirit. It knows that some ideas may come to naught, but only by taking risks can the truly inspiring ideas and stories come to life. In fact, it developed a formula that conceived of "liquid content":

70% will be safe, the most basic content that supports the most important themes, but can evolve fairly quickly.
20% will be an extension of the basic content
10% will completely revolve around new ideas

At the same time, companies know the consequences of the flood of content, so the content of the collation will be relentless. In other words, Coca-Cola realizes that it needs to keep updating its content, not just copying it.

Key point: Work out a plan that guides you through how to implement your content's marketing strategy.

Business-to-business Marketers who value content marketing should take this opportunity to learn the advantages of a global leader. Take a look at the following two Coca-Cola content strategy videos that may give you some inspiration. Then let us know what you learned from it.

Coca Cola Content 2020 Part One

Coca Cola Content 2020 part NonBlank

This article is from @socialbeta content contributor Brain Lai

This article link: http://www.socialbeta.cn/articles/coca-colas-content-strategy-lessons-for-marketers.html
Original link: http://www.contentmarketinginstitute.com/2012/02/coca-colas-content-strategy-lessons-for-marketers/