If you think that Coca-Cola is just focused on selling beverages and snacks, think again! Take a look at the video above to get a better idea of Coke’s content marketing vision for today and beyond.
What is content excellence?
The main takeaway from this video is that Coca-Cola is working hard to transfer their achievements in creative excellence to content excellence. The main idea behind this term is to create liquid content (viral) that is linked (relevant to customer interest, business objectives and brands).
In the end, Coke’s changing their method of storytelling in order to provoke conversation and they plan to continue the growth of their brands by promoting content in the community, as well as acting and reacting with their audience.
A change in storytelling
The one thing that small businesses can take away from this video is that Coke is changing the way that they’re telling their story, in short… marketing their goods. Nowadays, with social media and new technology, successful companies can no longer just expect to get by with one-way storytelling. You can’t just shout at potential customers and expect them to be engaged – it’s a two way street. This is where Coca-Cola introduces the idea of dynamic storytelling:
“The development of incremental elements of a brand idea that get dispersed systematically across multiple channels of conversation for the purposes of creating a unified and coordinated brand experience”
Leveraging user-generated content
Coke’s success can be seen in the amount of positive, user-generated stories. Coca-Cola, the drink and other snacks have become such a staple in our history that people can’t help but share their own personal connections to the products. In fact, Coke says that the amount of user-generated stories exceed those that they put out themselves for most of their brands! Call it what you want – going viral, word-of-mouth advertising, buzz… To achieve this level of positive feedback requires focusing on content excellence by engaging the community. Coke shows that you can’t do it alone and expect success.