Don't Meet the Benchmark, Become It: New brand content strategies

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What You’ll Learn:: 

Coca-Cola Journey—the soft-drink company’s magazine-style content marketing platform—was a bold idea. But it wasn't easy to launch, execute, and bring to success. Ashley Brown, once Coca-Cola Journey's champion and now Spredfast's vice president of social strategy, takes you through the importance of "the story," why you need to be brave and stand out, why controversy is OK, and why there's nothing worse than being average.

Key Takeaways:

  • Create shareable content and win loyal readers
  • Get your leadership on board for your brand journalism project
  • Prove brand journalism ROI to your critics
  • Define your audience and create a content plan
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Broadcast: 
February 2015
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Presenter bio: 

Ashley Brown leads digital communications and social media for The Coca-Cola Company. He develops and executes the company's digital strategy, amplifies the Coca-Cola story online and guides digital and social media policies and training. He also trains employees to be effective brand ambassadors, and advises Coca-Cola's customers and partners on their digital and social media.