No matter the size of your business or your product line, if you’re in charge of branding and marketing, you are probably spending a good bit of time thinking about how to leverage content in your marketing efforts. It’s helpful to look to one of the world’s leading brands to learn about their perspective on content, especially as it relates to storytelling and brand messaging.
Part one of a two-part video series gives an overview of how Coca-Cola thinks about leveraging its content in their overall marketing objectives.
The “Liquid and Linked” Concept
Coca-Cola begins by discussing how they want to move from “creative excellence” to “content excellence.” They use the terms “liquid and linked” to define their content strategy. They define the term “liquid” as having “the purpose to create ideas so contagious they cannot be controlled.” They take that idea of liquid content a step further and consider the concept of intermingling consumer interests, business objectives and their brands so tightly that it is all “linked.”
The Storytelling Concept
The Coca-Cola video also explores the idea of storytelling and conversing with consumers, rather than simply talking or even just listening to them. They want the stories they share and the conversations they start to be tightly integrated into popular culture. To do this, they identify five types of storytelling:
- Serial Storytelling
- Multi-faceted Storytelling
- Spreadable Storytelling
- Immersion and Discovery Storytelling
- Engagement Storytelling
Through this creation of “liquid and linked” content and the widespread, integrated use of all five storytelling models, Coca-Cola seeks to collaborate with consumers to build its brand space, while leveraging technology to disperse brand ideas across a wide array of channels.
VP Brand Marketing