For over a century, Coca-Colaha was a real master in the art of telling stories. However, how to tell stories of Coca-Cola has until recently been one way. To the demands of the new digital era, the popular soft drink brand is ready to reinvent herself again and has therefore decided to fly the flag of content marketing. Copyblogger summarized below the three pillars of the new marketing strategy of Coca-Cola contained, so bright that everyone should “copy” a bit of it:
1. Content “and related fluid”.
“Liquid and related” are the words used by the advertising team Coca-Cola, led by Jonathan Mildenhall, to define new content strategy for the brand.
Each year, Coca-Cola produced countless “stories” that are created by multiple agencies and multiple formats (apps, viral videos, TV spots). Each of these stories are like molecules in a glass of Coca-Cola. Each molecule is a single piece of content, but in fact each and every one of the pieces are joined together. The content strategy of Coca-Cola acts as a “glass” container of all these molecules.
The content of Coca-Cola is “related” because there is order in all its parts, but it is “liquid”, as you navigate freely through the network, which can be shared and even also altered.
2. The 70-20-10 plan.
The content plan Coca-Cola, 70% of the content is “low risk”, since it is somewhat controversial and in turn takes less time.
The 20% is content that innovates what works. Making this kind of content is investing more time and energy, and its ultimate goal is to properly connect with the audience. Therefore, this type of content is also created in the image of the audience.
Finally, the remaining 10% is held “high risk”, composed of completely new ideas that could win but fail. And this 10% is content to come from that after 70% and 20% of Coca-Cola.
3. Excellence of contents.
To achieve excellence in the production of content, Coca-Cola aims to become an “editor” ruthless. Otherwise, you run the risk that the content is full of noise.
And is that without excellence, time and money invested in the production of content are time and money thrown away.
To create excellent content, the key is that the mark be honest with yourself. Thus, if the mark is aware that it can create its own content is good enough, should ally itself with those who stand to make great content.