Kate Santore took the stage at Content Marketing World to share Coca-Cola’s storytelling ethos – and in the process inspired marketers to ask, “What if?”
“Sharing our strategies and approach to marketing has been a tradition at Coca-Cola to open the door for other brands to learn from our 130 years of marketing experience,” Kate says. “Sharing this ‘thought-ware’ collectively raises the bar for every brand and therefore makes us strive for bigger, better, bolder.”
Read on for the Chief Content Officer magazine interview with the senior integrated marketing content manager at The Coca-Cola Company.
CCO: You have spoken about Coca-Cola’s four story archetypes. Tell us more about each and why archetypes are so important for the brand.
Santore: At Coca-Cola, we want to c [...]
LyricsBell.com is an online source of Hindi song lyrics from latest bollywood movies and albums. With lyrics we also provide audio and video of song. [...]
Visa commissioned research in 2015 that uncovered an idea so wholly new that it gained widespread attention, even landing a front-page spot in The New York Times. It showed women were choosing to travel solo in historic numbers. Higher spending power, a feeling of greater safety abroad, and the popularity of Instagram travel diaries created the right conditions for a boon in solo travel.
Visa corporate communications brought the findings to its agency, Click2View, and the parties immediately got to work figuring out how to relay the story of solo women travelers in an engaging way.
Research showing rise in women traveling solo led to award-winning #video series. @Visa @click2view Read more…Click To Tweet
The story takes flight
From these early conversations was born a video series calle [...]
Voice-enabled search is one of the biggest topics in SEO circles, but many content marketers haven’t embraced the implications of virtual assistants and other voice-powered technology.
As an SEO and content architect at Moz, I urge marketers to understand voice’s importance and the need to do so today to prepare for the voice revolution.
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Voice search growing
Whether it’s Google Home, Siri by Apple, Cortana by Microsoft, or Amazon’s Alexa, voice represents an ever-growing share of the search pie. Statistics on usage are difficult to come by, but in mid-2016, voice search represented 20% of queries on Google’s mobile app, according to Google CEO Sundar Pichai. And Baidu reports that one [...]
Have you hit that moment in the holiday season yet?
You know, when the fairy dust has settled to the floor next to bits of dried pine needles, crumbs of joyously consumed (now vaguely regretted) treats, and the hair of the dog that may or may not have bitten you (but almost certainly needs a walk).
I tend to get that bah-humbug feeling a couple of days before the new year brightens things again. If there’s one thing that never fails to cheer me, though, it’s unsolicited advice.
Or, rather, Unsolicited Advice, the whip-smart (and unfailingly polite) commentary on marketing missteps Andrew Davis provides in every issue of Chief Content Officer magazine. (You can give yourself that gift for free anytime by subscribing. It’s free.)
Don’t be surprised if you find yourself nodding along [...]
2017 will go down as the year contributors to the magazine repeatedly blew my mind.
Most editors like to think they have at least a modest (if not better) grasp of the industry they cover. After all, to be a good editor you must be able to tease out the ideas that will educate or delight your readers most – and identifying those requires a baseline of subject matter expertise.
This year was different. At least a half dozen CCO articles in 2017 inspired an exclamation I can only describe as “No sh*t?!,” but for the purposes of this article, I’ll refer to as “No way?!”
Read on to learn about all the amazing contributors and ideas of the past year that blew my mind or delighted me.
Virtual reality and a sit-down with author of The Martian (February 2017)
We started the year inter [...]
Some of the best inspirational and engaging content comes from unexpected places. B2B and B2C brands surprise and delight their audiences with relevant, entertaining, or unique content opportunities, from Instagram to YouTube to new digital media partnerships.
Natalya Minkovsky finds some of the best examples for her Idea Garage column appearing in each Chief Content Officer magazine. Here are 15 of the most intriguing as she shared them in 2017.
Starbucks inspires with multichannel Upstander series (February 2017)
An ex-convict determined to keep other women from returning to prison has helped hundreds start new lives. A man who set out to help his autistic son find a job now runs a car wash where 85% of employees are on the autism spectrum. Residents of a historically impoverished town [...]
Influencer marketing is about growing your audience and leveraging the voice of well-connected people … but using influencers with the biggest audiences isn’t always the answer.
Tom’s of Maine uses a micro-influencer model to get the word out about its line of natural products. Bridget Burns, community manager for Tom’s of Maine, explains in this Q&A how micro-influencer marketing works for a brand that values substance over sizzle. (Bridget left Tom’s of Maine in September 2017 after this interview was complete.)
CCO: What is micro-influencer marketing?
Burns: Our micro-influencer program seeks superfans of Tom’s of Maine. These are not people who charge money or make a career out of influencer marketing; they are real people who enjoy the opportunity to engage with our b [...]