Be yourself. Everyone else is already taken

John the copywriter’s recipe for content marketing—Coca-Cola style.

John the copywriter’s recipe for content marketing—Coca-Cola style.

Calling all content marketers. Stop whatever you are doing and watch this two-part video. It’s that important.

Coca-Cola’s marketing mission statement is Content 2020, a content marketing brainchild of Coca-Cola’s Jonathan Mildenhall, VP Global Advertising Strategy and Creative Excellence, feels more like an internal video prepared especially for the Coca-Cola marketing team, laying out their strategic vision for the future.  Overall, it’s the strategy that Coca-Cola’s marketing future rest on the ideals of content marketing.

  • Coca-Cola needs to move from creative excellence to content excellence,
  • They need to develop content that makes a commitment to making the world a better place and to develop value and significance in people’s lives…while at the same time driving business objectives for Coca-Cola, and
  • Through the stories they tell, to provoke conversations and earn a disproportionate share of popular culture.

Enjoy…

 

Source: http://contentmarketinginstitute.com/2012/01/coca-cola-content-marketing-20-20/