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.
Tweet us @emarketed or comment on our Facebook Page to let us know what you think about Coca-Cola’s innovative content marketing strategy!
Many times, there are misconceptions that there aren’t a lot of things you can do to improve your e-commerce site. Sites with many products might have difficulty looking beyond their products and at their actual site. Focusing on the basics, here are some things you can do elevate your site:
Make Contact Forms Appealing – Have you thought about getting rid of some unnecessary fields in your forms? Having less clutter can help improve your contact forms’ conversion rate as this study shows, up to almost 50%! For example, did you know that about 50% of top 100 retailers ask customers for the same information twice?! Additionally, fewer fields can also help establish trust as your customers don’t feel like you’re invading their privacy and only gathering relevant/necessary information.
Utilize User-Generated Content (UGC) – Reviews, testimonials, product reviews, Q&A are types of content that you can easily add throughout your e-commerce site. These snippets can be added via microformat codes to be integrated into search results or they can have their own dedicated section. Having UGC is yet another way to boost credibility and enhance the consumer experienced.
Make it Easy to Link to – If you’re on a retail site, it’s not unusual to see “ahwe3&67xjshw=” and other characters in the URL. Whenever possible, it’s important to have SEO-friendly URLS. This helps with users bookmark your site and encourages sharing, whether it’s via Facebook, Pinterest or even e-mail.
Improve Security – Security is an important issue when it comes to online shopping. Many people are afraid of having their contact information or even credit card information stolen. Unfortunately nowadays, this is becoming more of a pressing issue. There are some necessary steps you need to take in order to ensure your customers’ security like: using SSL(Secure Socket Layer) certificate, never automatically storing credit card information and using reliable a checkout gateway (like Paypal and Google
Checkout). Having prominent disclaimers showcasing your security is up to date is equally important.
KISS – In the end, this applies to most of the elements of your e-commerce site (or any website for that matter). Elements like your main navigation, search bar, check out process, and method for collecting contact info is crucial. But sometimes, even the most important elements can be overlooked. There are ways to cut down on this clutter to ensure a smoother and more efficient shopping experience and all it takes is an audit through the eyes of a customer. Keep it simple, stupid!