Content Marketing: What We Can Learn From Coca Cola

“People will remember how you make them feel.”

What pops into our heads when we hear about, see, or drink a Coke? It’s classic. It’s iconic. I recently read an interview and watched a speech on Coca Cola’s senior content manager Kate Santore. It got me thinking about the whole content marketing process and how we communicate.

Kate spoke a lot about the concept of telling a story. There is so much information out there that we as consumers are exposed to, so it’s vital to take the consumer point of view into account as we are marketing. It’s easy to get lost in the fray. There’s so much content overload, so it’s important to tell your own unique story, whether it’s a product or service.

Making a personal and human connection will connect your story and brand to the people. With the internet playing such a huge role in our everyday lives, I think we’ve become a sharing generation. When people connect to something, they’ll want to share it with others. They’ll tell their version of your story through their own eyes, through word of mouth, social media, all across the board. It gives brand exposure that you don’t even have to work or ask for.

The biggest point I took away from Kate’s speech is the question, “if our product is taken out of the story we are trying to tell, can this story still be told?” She explained that if the answer is yes, then it’s time to go back to the drawing board. The story is important, but the brand must play the largest role in it.

What do you want people to feel and experience with your brand? Regardless of what type or how much content you put out, you want to keep that feeling and experience at the heart of it all.


If you would like to read more about Kate’s interview with the Content Marketing Institute, here is the link:

Photo Credit: Guy Aroch 2017

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