Coca-Cola’s, “Content 2020″: The Blueprint for Tomorrow’s Marketing Strategy.
Welcome back folks, I hope you enjoy last week’s intellectual visit to Andy’s Marketing World, okay, okay, let us hold the applause until this week’s intellectual ramble is complete. Joking and blogging aside, let us take a second to wish the best of luck and recovery to all those individuals affected by the natural disasters. It is a tough time for the planet, so, if I can, let me take your mind of these troubling times and distract you with my marketing ramble this week.
The Future of Content Marketing Strategies?
Coca-Cola’s “Content 2020,” (which consists of some pretty awesome graphics) depicting the shift of Coca-Cola’s marketing strategy from “creative excellence to a content excellence” truly puts the transformation from traditional marketing to content marketing at the very front of the marketing world. We all know that at the core content marketing is value and compelling content, and, that is exactly the driving force behind Coca-Cola’s marketing strategy into the future. So, if you have not seen it already, please take 18 minutes (which is much less time than you would spend retweeting, reposting, or poking someone on Facebook) out of your time and watch it.  You may quite possibly be witnessing the marketing strategy blueprint that many other companies will be mimicking moving forward.
Coca-Cola’s Content Excellence
Content excellence, which Coca-Cola described as, “having a purpose of creating ideas so infectious, they cannot be controlled,” or as they called it, “liquid.” Those liquids (ideas) already naturally infused with aiding Coca-Cola’s business objective (mas mula), brands (consumers will find out about ALL our products), and of course, consumer interest (they think about it, they will buy it) will create conversation amongst consumers; those stories, excuse me, brand stories will create more conversation, which leads to more liquid that will continue to aid Coca-Cola’s business objective, brands, and consumer interested, and more importantly, forever create content excellence, which is the sole foundation for which “Content 2020” is built on. You, the consumer, provide the stories, Coca-Cola uses them to build content excellence, and, this will provide Coca-Cola with an infinite amount of valuable and compelling content, that are distributed systematically across multiple distribution channels of conversation, or, “Dynamic Storytelling.”  Coca-Cola will have to react and capture these ideas quickly, by expanding their technological and social media channel capabilities, because we will know Social Media channels and technology change faster than a father with the television remote control (Guilty), but already has the plan to connect with those social media giants of Facebook, Instagram, and, Twitter. Coca-Cola also knows they will have to build relationship with technological giants like Google, Yahoo, and Konnect, it is all built into their innovative approach, “Content 2020.”
In the end, you can see Coca-Cola’s “Content 2020” just set created a map that will aid other companies in adapting to this new way of marketing, Content Marketing!! Boy, that term sounds familiar, I could have sworn it was written about, somewhere in my blog. So, grab a Coke and be happy!! Especially, if you are a business, Coke just did all the hard work for you.
Let us look at some companies that would benefit from that same Content Excellence approach:
I picked Corona to represent the entire alcohol beverage market. Plus, I loved me some Coronas in my hay-day. Think about it, what better way to cover up the fatal after effects of alcohol consumption, by only providing the ideas that would make you talk to your buddies about having a blast enjoying some alcoholic beverages, and, sharing that story with your choice of beverage company, shoot, they already are. Just look at that hashtag, “#Corona”.
Popeye’s Chicken, we will use to represent the fast food industry. It is clear that a health conscious revolution has been under way for quite some time, and, one of its main target has been fast-food. Therefore, this innovative marketing approach that will allow companies like Popeye’s Chicken to distract their consumers from the dangers of eating that delicious chicken regularly, by generating content like shown above to spark the conversation among their consumers, that Popeye’s Chicken is truly the shizznit!!
Lastly, and, an industry will officially become legal in California next year would most definitely benefit from this marketing approach. The sticky icky, wacky tabaccy, devil’s grass, pot, whatever you choose to call it. The Marijuana industry will find that content excellence marketing will reduce some of the harsh backlash that will come next January, when they become as legal as that Corona up there. Stories of medicinal success, and, enjoyment of responsibility enjoying their joints will provide that content excellence and greatly disguise what negative effects may come along with its usage.
