Coca-Cola has been a worldwide leader for more than a century, and this is no accident. The company has been an innovator in both its product positioning and its marketing strategies. Here is one more example.
As Jeff Bullas writes: “Creative excellence has always been at the heart of Coca Cola’s advertising and they have decided that content is now the key to marketing in the 21st century on a social Web. So what can we learn from Coca Cola’s new marketing strategy?” There are 5 major lessons:
- Create liquid content (messages that encourage sharing)
- Ensure that content is linked everywhere and consistent
- Create two-way conversations
- Use dynamic story telling (through regular updates and continuing topics)
- Be creative with content