What's in a Story? A glass half-full view of branded content creation from the Coca-Cola Company

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What You’ll Learn:: 

Why did the famous soft-drink bottler launch Coca-Cola Journey?

Coke wanted to be a leader in the digital realm by becoming a content publisher, not a pusher.

And through Journey, the bubbly beverage bottler found a way to use brand loyalty to drive business by creating winning content that resonates with readers. Wouldn’t you like to do the same?

Are you considering a major content marketing or brand journalism venture? Learn from the best.

Key Takeaways:

  • To create brand content that your fans will love to share.
  • Coca-Cola uses data from keyword research and Google Analytics, and “expressions of interest” to track effectiveness
  • The brand benefits by publishing a mix of magazine-style feature articles and op-eds, high-definition videos, pro-shot photography and other multimedia content
  • To tell stories about both yourself and unrelated topics that still draw readers
  • Coke covers non-Coke stories—and why
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May 2014
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Presenter bio: 

Ashley Callahan

Ashley Callahan is manager of digital and social media communications at The Coca-Cola Company where she oversees global digital content strategy and external communications.