{"id":40639,"date":"2012-05-22T03:24:10","date_gmt":"2012-05-22T02:24:10","guid":{"rendered":"http:\/\/www.corporate-eye.com\/blog\/?p=40639"},"modified":"2012-05-22T03:24:10","modified_gmt":"2012-05-22T02:24:10","slug":"coca-cola-takes-content-marketing-to-a-new-level-with-the-content-2020-project","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/coca-cola-takes-content-marketing-to-a-new-level-with-the-content-2020-project\/","title":{"rendered":"Coca-Cola Takes Content Marketing to a New Level with the Content 2020 Project"},"content":{"rendered":"<p><img decoding=\"async\" class=\"alignleft size-full wp-image-40646 lazyload\" title=\"coca-cola company content 2020 project\" data-src=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2012\/05\/coca-cola-company-content-2020-project.png\" alt=\"coca-cola company content 2020 project\" width=\"249\" height=\"180\" data-srcset=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2012\/05\/coca-cola-company-content-2020-project.png 300w, https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2012\/05\/coca-cola-company-content-2020-project-150x108.png 150w\" data-sizes=\"(max-width: 249px) 100vw, 249px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 249px; --smush-placeholder-aspect-ratio: 249\/180;\" \/>The Coca-Cola Company is prioritizing content more than ever in its marketing strategy as part of a new mission to move from &#8220;creative excellence to content excellence&#8221; through its Content 2020 Project in the U.K.\u00a0 The company defines content as &#8220;the creation of stories that are to be expressed through every possible connection.&#8221; For the Coca-Cola Company, &#8220;each story must have value and significance to people&#8217;s lives.&#8221;<\/p>\n<p>The Coca-Cola Company views content as an opportunity to &#8220;create ideas that are so contagious, they cannot be controlled.&#8221; The company calls these ideas &#8220;liquid&#8221; and explains them as follows:<\/p>\n<blockquote><p>&#8220;[Liquid ideas] are so innately relevant to our business objectives, our brand, and consumer interests, we call this &#8216;linked&#8217; and through the stories we tell, we will provoke conversations and earn a disproportionate share of popular culture.&#8221;<\/p><\/blockquote>\n<p>Using a Conversation Model, the Content 2020 Project starts with brand stories that become liquid ideas to which the company reacts. Leveraging technology, the Project is built on what the Coca-Cola Company refers to as a &#8220;demand culture where consumers can turn their demands on 24 hours a day.&#8221;<\/p>\n<p>You can learn more about the Content 2020 Project in the two-part videos below.<\/p>\n<div id=\"video-container\"\n style=\"padding-bottom:56.25%; position:relative; display:block; width: 100%\"><br \/>\n<iframe data-src=\"http:\/\/www.youtube.com\/embed\/LerdMmWjU_E?rel=0\" frameborder=\"0\"   style=\"position:absolute; top:0; left: 0\"\n  width=\"100%\" height=\"100%\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" data-load-mode=\"1\"><\/iframe>\n  <\/div>\n<div id=\"video-container-2\"\n style=\"padding-bottom:56.25%; position:relative; display:block; width: 100%\"><br \/>\n<iframe data-src=\"http:\/\/www.youtube.com\/embed\/fiwIq-8GWA8?rel=0\" frameborder=\"0\"   style=\"position:absolute; top:0; left: 0\"\n  width=\"100%\" height=\"100%\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" data-load-mode=\"1\"><\/iframe>\n  <\/div>\n<p>Already, the Coca-Cola Company has launched a variety of content initiatives on Twitter, Facebook, videos, live online events, and blogs as part of the Content 2020 Project. With a goal to increase reliance on listening to consumers and engaging with them to gain deeper insights than traditional market research can provide, the Coca-Cola Company expects that the Project will enable it to create content that can be flexible and evolve with consumers&#8217; demands.<\/p>\n<p>What do you think of the Content 2020 Project? Leave a comment and share your thoughts on the Coca-Cola Company&#8217;s new strategic focus on content marketing.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The Coca-Cola Company is prioritizing content more than ever in its marketing strategy as part of a new mission to move from &#8220;creative excellence to content excellence&#8221; through its Content 2020 Project in the U.K.\u00a0 The company defines content as &#8220;the creation of stories that are to be expressed through every possible connection.&#8221; For the [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":40646,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[95],"tags":[3771,235,100,57,7497,6119,135],"class_list":{"0":"post-40639","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-brand","8":"tag-brand-development","9":"tag-brand-marketing","10":"tag-brand-strategy","11":"tag-coca-cola","12":"tag-content-2020-project","13":"tag-content-marketing","14":"tag-social-media-marketing","15":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ 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