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, history...la 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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Submitted by Lucinda on Mon, 01/09/2012 - 10:27