Content comes in all shapes and sizes, with creativity teams and budgets that can range from very modest, to astronomical. But in these times, even the biggest companies look closely at the type of content they produce, its objective, and its focus, without impacting their core business.
Recently, Jonathan Mildenhall (pictured left), Coca-Cola’s Vice President of Global Advertising Strategy and Content Excellence, spoke at Circus Festival of Commercial Creativity. In his presentation he revealed the company’s philosophy on content, which, in Coca-Cola’s case, includes higher end media like TV shows and movies.
But the strategy’s core concepts can be applied to smaller entities, and Mildenhall’s emphasis on ‘excellence’, is certainly one that should apply to all of the marketing content that a business creates.
Coca-Cola’s ‘Content 2020’ strategy (see video below), Mr Mildenhall says is to “move from creative excellence to content excellence” which he says will see them rely less on ad agencies and more on storytelling and content creation.
Mr Mildenhall’s comments reinforce Coca-Cola’s known advocacy of the shift to content marketing from traditional advertising.
Smaller Businesses Lead The Way
For years now, in the online marketing world, smaller businesses have been able to successfully compete with their big-budget brothers by using creative, yet inexpensive, content strategies. Having an online presence (website) with engaging website copy is not an expensive proposition (and if the prices you’ve been given for doing this are scary, then I suggest you contact me!).
Being disciplined about adding a regular supply of unique and interesting content to that site is also not expensive (again, contact me for indicative prices), and there are ways to leverage that content that costs often nothing but time. AND if that time takes you away from your core business, you can engage people to do this for you for not-much-money.
Even Coca-Cola is leveraging their content wherever possible, with Mr Mildenhall telling Marketing that “We’re building capabilities and understanding on how to leverage compelling content….”. Previously he has gone on record as saying:
“All advertisers need a lot more content so that they can keep the engagement with consumers fresh and relevant, because of the 24/7 connectivity. If you’re going to be successful around the world, you have to have fat and fertile ideas at the core.”
Recognising the need for creating quality, original content – written, audio and visual – thousands of small to medium businesses have captured a great slice of the online visibility pie.
If creating engaging written content is relegated to the ‘too hard’ basket, or ‘one day’ pile, I urge you to move it to the top. When you do, why not send me an email to see how I can assist, or visit my Content Services page to learn more about some options available to you.
Coca-Cola ‘Content 2020’ Part I