Big Brands Rely on Content Marketing. Do You?
MARCH 8, 2012:
Jim Larranaga, Executive Vice President
Branding Content Marketing
My last blog post was on January 26. I can’t believe how time flies when you’re helping clients with content strategies and rebranding. Since that time, I have been busy tweeting, testing Social Media Daily
and attempting to understand Facebook’s new Timeline
feature. The beauty of these tools is that you typically stumble upon new ideas you might not hear about in the office. For example, this interactive Flash video, The Scale of the Universe 2
should blow your mind.
When it comes to content marketing
, the marketing teams at Coca Cola have realized that they need to participate in and facilitate conversations around their brand. Lately soft drink companies have been criticized for promoting the sugar-filled drinks that lead to obesity. Coca Cola wants its brand to go viral and become “liquid” (interesting choice of words) by linking to other conversations online – showing how its products has a positive impact on the world. We used to call this "spin" in the PR game.
Today it's just another side of the conversation. Here’s a the video from Coca Cola that explains their commitment to Content Marketing. (I recommend expanding to full screen.)
Is your marketing team finding natural ways to include your brand in conversations? Consider a “Content Audit” where your team studies the messaging across your chosen offline and online media. A content audit can help you answer questions, such as:
- How does your messaging rate against your competitors?
- How often are consumers engaging and interacting with your messages?
- Where are the conversations that relate to your brand happening?
Just like Coca Cola, your marketing team should take a proactive and ongoing approach to content marketing
. Small changes can make a big difference over time. Need assistance with a Content Audit? Contact our team here at Priority.
This blog post was originally published on the Priority Blog at priorityresults.com/blog. Priority Integrated Marketing is now BlueSpire Strategic Marketing.