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.