Marketing and communication are purposeful, and they connect with their audience in a manner that sets them apart from the competition.
Its mission does not involve selling products but rather creating positive changes in the world to make it a better place.
Coca-Cola mission statement.
Inspire moments of optimism and joy.
To make a positive difference and create value.
Recently, they have realized that the marketing strategies that worked for them for decades need to be updated. As such, they are switching from ” Creativity Excellence ” to ” content excellence”.
Coca-Cola has always placed a high priority on creative excellence in its advertising. They have now decided that content will be the key to marketing 21st-century social media.
Brand Engagement is no longer just about “content” for Coca-Cola. It is also “substance” and “matter.”
What can we learn about Coca-Cola’s marketing strategy from this new campaign?
Create Liquid Content
Liquid content is the result of a content excellence program that aims to make “Ideas ” so contagious they can’t be controlled.
Social networks like Facebook allow people to share videos, photos, and ideas easily.
Create content that is easy to share, whether it’s an image or video.
Make sure your content is linked.
Next, you need to make sure that the content created by these ideas is relevant and innately appealing to your audience.
Your company’s business objectives.
Your customer interests.
This is ” linked” …. This is “linked” content.
Make sure that your content is in line with your values and mission.
Coca-Cola realized that consumers create more stories and ideas. The goal was to provoke conversations and then ” act ” and ” react “to those conversations.
Twitter, YouTube, and Facebook’s “Distribution Technologies” provide consumers with greater empowerment and connectivity than ever before.
Interact with your tribe and audience.
Move on to Dynamic Story Telling
In the old media, storytelling was static and one-way. Newspapers and television shouted you down without any interaction.
Coca-Cola has realized that in order to grow its business on the Social Web, it needs to move from ” One-way Story Telling ” to ” dynamic Story Telling ”
It would be best if you let the story evolve while you converse and interact with your customers. You must talk with customers on many social media networks and in different media formats.
Storytelling is no longer static or synchronous but multifaceted, engaging, and spreadable.
Be Creative and Brave with Your Content
As part of the new Coca-Cola Content Strategy, a 70/20/10 investment principle is applied to create ” liquid content.”
It should only be 70% risky content. It is the bread and butter of your marketing and pays for your rent (it should only take up 50% of your time).
You should be able to innovate 20% of the content you create.
10% of your marketing ideas are high-risk and will become 70% or 20 % tomorrow… Be prepared to fail.
This is a guide to help you move beyond just writing white papers and into creating content that’s more engaging, visual, and courageous in a web world that embraces multimedia and interactive content.
The 30-second TV ad is no longer king.
Coca-Cola is of the opinion that people have moved beyond the 30-second TV commercial. Old Spice and other brands are also embracing social media in their marketing strategies.
We must move to a true consumer collaboration model, which builds buzz and takes a more iterative view of content creation.
It has never been as important to learn how to act, interact, and fuel conversations.
Social networks have liberated the creativity, ideas, and conversations of consumers. Learning to harness and manage these conversations in order to increase brand awareness is now an essential part of marketing.