Learning Content Marketing From Coca-Cola

If B2B marketers are looking for more reasons to use content marketing, they are well worth the reference.

Coca-Cola is obsessed with content marketing, not just because the beverage manufacturer has realized the value of using content to interact with audiences.

In fact, Coca-Cola has made two.

Lesson 1: develop content strategies that are consistent with business goals.

Coca-Cola does not just join in the content marketing because it is catching up with the trend.

First of all, it has established the strategic objective of doubling the business scale.

Then, we study the latest trends of its target audience, market and marketing, and explore opportunities from them.

Coca-Cola has seen three changes in the current market environment and marketing:

Consumer online behavior is changing.

Companies can not separate their information from technology and social networks, such as Twitter;

A company can help people develop deeper emotional bonds by telling stories to the audience.

After practice, Coca-Cola acknowledges that content marketing can contribute to business growth and brand promotion through the induced dialogue on its brand.

The creation of creative content stems from the idea of creating highly infectious stories, presenting their own lives, dialogues and brand interaction.

Key point: develop your content strategy based on enterprise goals and research.

The second lesson: outlines the content objectives of the audience.

The narrative way of Coca-Cola has focused on the evolution from one-way to dynamic and multidirectional today.

With this in mind, it plans to create more value added and important stories about people's lives and disseminate them through all possible channels.

To achieve this goal, Coca-Cola will create all kinds of content, and the stories will be distributed through multiple channels.

The content of creation is not illusory, so the content of Coca Cola Co is conceived based on the theme of "active life", the primary idea of the consumer.

Coca-Cola divides the content into two categories, which are the contents of tree branches and the contents of tree trunks.

In other words, the theme is to support the main content strategy (i.e. trunk), and the interrelated story ledge (that is, twigs) brings all the stories together and builds a unified, coordinated brand experience.

What supports all this is Coca-Cola's own definition of excellence: creativity is conceived through the most infectious and not controlled (that is, they are liquid) and the brand story, brand and consumer interests associated with business objectives.

The key point is to create a content strategy based on themes and interrelated with the audience to minimize the highest and minimum goals.

The third lesson: make a road map and plan.

Coca-Cola has outlined how to create the content to help it achieve its goals.

With abundant data, the company aims to build itself into a leader through shared and thought-provoking concepts.

These concepts will be written in the outline of strategy, which will guide the idea of content creation briefing as a starting point.

At the same time, Coca-Cola realizes that it needs creativity and adaptability in the way of content design, because many people will need to take part in this process.

In addition to cooperation with intermediaries and internal talents, it will also seek industry cooperation.

Different partners will participate in different stages of content design, and they will follow the same principles.

Encourage and do best;

Connecting creative thinking;

Share the results of efforts;

Sustained development;

Measure success.

Although some people will manage the whole process, Coca-Cola hopes to encourage creativity and critical spirit.

It knows that some ideas may be lost, but only by taking risks can real inspiring ideas and stories emerge.

In fact, it developed a formula for "liquid content":

70%, it will be safe, the most basic content and support the most important theme, but it can develop quite rapidly.

20% will be an extension of the basic content.

10% will revolve around new ideas.

At the same time, the company knows the consequences of flooding, so it will be merciless in content reorganization.

In other words, Coca-Cola realizes that it needs to constantly update its content rather than just copy it.

The key point is to work out a plan to guide you in implementing your marketing strategy.

Those B2B marketers who value content marketing should take advantage of this opportunity to learn the advantages of the global leader.

Take a look at the following two Coca-Cola's content strategy movies, which may give you some inspiration.

Then let us know what you learned from it.