Recently they have realized 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." 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. 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, your brand, and your customers' interests. Ensure that the content communicates your message and is congruent with your mission and values.
Lesson 3: Create Conversations
Coca-Cola has realized that the consumer creates more stories and ideas than they do, so the goal is to provoke conversations and then react to those conversations 365 days of the year. Don't just publish, but interact with your audience and tribe.
Lesson 4: Move on to 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 knows that to grow their business on the social web they need to move on 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.
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
- 20% of your content creation should innovate off what works
- 10% of your content marketing is high risk ideas
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