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4 hot tips B2B marketeers can steal from Coke's Content 2020 strategy

It’s a big day when a household name, a superbrand no less, THE marketing giant, who pumps in excess of $2.6 billion pounds a year (see here and here for proof) into the advertising machine says....”you know what, times have changed. ”

Coca Cola’s announcement as flagged up by CMI’s Joe Pulizzi can only be seen as a seminal date for content marketing. In short – Coca Cola’s Content 2020 acknowledges that paying for advertising space no longer offers the best marketing strategy in today’s socially, technologically and creatively connected world.

Cut through the extensive brand spiel and you’ll find a pretty compelling statement: We must use content to take a disproportionate share of popular culture.

OK – so let’s step back for a moment as we both know we’re not really interested in popular culture now. God forbid!

So what does Coca Cola’s Content 2020 strategy mean for us B2B marketers?
Well if we’re honest. Nothing directly. But there are some nuggets from the marketing team here that I think we could all use to up our game. So here goes:

1. Contagious content
It’s a very simple proposition. Don’t create content for content sake. Create content that people want to spread or share. Take that as your general maxim for producing content and your content engine will be pumping.

2. From 1 way storytelling to dynamic storytelling
B2B companies are the worst for droning on about their own products, services, la...yawn. The best stories aren’t your own, they’re your customers. Your potential prospects. Your partners. Stories that are created by that wider ecosystem in the first place.

Let’s take an example. Your whitepaper could be so much more valuable (AND credible) if it were produced in a collaborative fashion. 10 different approaches to tackling IT consumerisation for example. It could feature case studies, comments, interviews from journalists, experts with their opinions. It doesn’t JUST have to flog your product. You’ll get more kudos for your openness than you might think. 

3. The ruthless editor
Everyone needs a ruthless editor. Did you know that in 2011 the amount of data produced was equivalent to 57.5 billion 32GB Apple iPads? (Source: Silicon Republic)

That’s quite a lot.:)

So take note. Don’t be sucked into producing vast volumes of average content. Yes it may be better for SEO and will get you more traffic.  BUT if when they get there, you don’t impress them, you may as well not have bothered.

Cull your content. Focus on less but higher quality and you will see higher conversion rates.

4. Bread and butter vs high risk

Coke suggests the following breakdown for your content mix. And I have to say I wholeheartedly agree:

70% bread and butter
20% innovate the stuff that works
10% high risk (be prepared to fail....or on the upside fly but be brave, be different and see what happens)

Hm – I don’t know what happened to the other 10% but we can probably blame it on too much Christmas sherry.

There you have it. Thanks Coke. I look forward to more content inspiration.

Any more for any more?

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And this is true. The future of content marketing is bright. As a small B2B (whether it is Industrial Supply or lifestyle) owner, the concept of content marketing makes you raise an eyebrow. Original, palatable and relevant writing with a substance always triggers feedback from one’s audience. And we all know that great creative come out of the ether.


We also have adopted the content marketing strategy for our B2B Industrial marketplace offering various industrial products like industrial safety equipment, tools, lighting, electrical, safety shoes etc. 

#6 Realy this is the great

Realy this is the great strategy and will work for any of the busines not only for B2B marketplace.

Content marketing is always a proven work strategy to be in top and content should be generic, unique, crispy & helpful which can attracts readers attention. If you can do it great manner, no doubt you'll be always in top.

My company is also an online B2B market place dealing in industrial supply of Safety, tools (Power tools, hand tools, gardening tools, plumbing tools), Safety Shoes for industrial workplace, drill machines, electrical, lighting products (LED bulbs, Decorative lights etc).

We are also working with this strategy and really we are getting good result.

We'll also share our detailed case study once will achieve desired result.

Stay tune @Moglix. 

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