Brand journalism at Coca-Cola: Content and data that cuts through noise?

Already a member? Watch now
Presented By: 

The full content of this page is available to members only.

What You’ll Learn:: 

A few years back, Coca-Cola took a hard look at its PR and decided it was time to change.

Digital communications were taking off, but Coke’s website had little interactive-potential. It drew a million visitors a month—journalists, job-seekers, fans—but it wasn’t used as a content hub.

So the company launched its new site in 2012, “recognizing the power of storytelling, of great writing of great content, and two-way engagement,” says Jay Moye.

Perhaps you’ve seen the site, admired the platform. Dig into the details of how Coke does it, from creating a digital newsroom to producing dynamic content that fans will share.

In this session, you'll learn:

  • Why investing in real content is the future of PR
  • How content investment fuels rapid social channel growth
  • Why it's important for communicators to think and act like journalists
  • Whether Big Data is a big resource or just a bigger haystack

Hear what Coca-Cola covers and why. Find out why it choses non-Coke-related content, and learn the five points needed to make a great story, starting with, “Know your audience.” And learn why Coke is cranking out food content.

Gain insight for your organization. Start here.

April 2014

unilimited access
to all videos

per year
Presenter bio: 

Jay Moye

As senior writer and editor for Coca-Cola Journey, the Coca-Cola Company's global digital magazine, Jay Moye oversees editorial strategy, content development and creative direction for the award-winning storytelling platform.