Coca Cola’s Liquid and Linked Content

Why has Coke, one of the leaders in adopting new marketing techniques and technologies, embraced content marketing as their primary approach to engaging their audience?

The always insightful Neil Perkin of Only Dead Fish recently called my attention to two videos (part 1 and part 2), where Coke explains their new marketing strategy, which they describe as “Content Excellence”. The videos are full of jargon and neologisms, but I think they represent an important trend, one that other brands will follow. It’s worth deconstructing the videos to look at where marketing, and specifically content marketing, is going in 2012. [Read more…]