Watch Coca Cola’s 2020 Content Marketing Strategy Video
Nearly one year ago Coca Cola launched a new content marketing strategy, Content 2020, which revealed a monumental shift in direction for the company. They have moved from ‘creative excellence’ towards ‘content excellence’.
The world has changed and Coca Cola understand that remarkable content is now the most valuable currency when it comes to brand engagement. The new goal of marketing & advertising is to educate and entertain the user to the extent that they feel connected to the brand and want to share this with others.
What is even more interesting is that Coke published their new strategy online taking corporate transparency to a whole new level.
Coca Cola’s Content Marketing Strategy Part 1
Coca Cola’s Content Marketing Strategy Part 2
Coca Cola also has a new marketing investment strategy called the ’70/20/10 investment principle’. 70% of their spend on content marketing is dedicated to low risk, bread and butter marketing, such as safe TV adverts. The next 20% is for content which includes some innovation but is based on what already works well for them. The final 10% is the higher risk experiments with entirely new ideas, which one day may move into the 70% or 20% segment.
In an earlier Forbe’s aticle Coke’s Global Advertising Vice President stated:
Jonathan Mildenhall, Vice-President, Global Advertising Strategy and Creative Excellence at The Coca-Cola Company exclaims how the soft drink marketer will transform “one-way storytelling into dynamic storytelling” and “from consumer insights to provocations” thus potentially adding value and significance to people’s lives, he also reveals the positioning architecture for all products and other information that (even in our WikiLeaks world) is usually left behind the corporate firewall. Suddenly, it’s all chunked down for everyone to see, including consumers. Source Forbe’s
Follow Jonathan Mildenhall on Twitter at https://twitter.com/Mildenhall