Coca-Cola's eight tips for a better content strategy
Content marketing has changed rapidly over recent years. More and more ad dollars are diverted to "native", "advertorial", "brand journalism" and the rest, due to increased banner blindness, rising usage of ad blockers and strong scepticism about traditional advertising.
This means many large brand owners now have content teams within their marketing departments and The Coca-Cola Company is no exception. Emmanuel Seuge, the soft drink giant's SVP for content, shared some of his best practices in a presentation at the 2016 Cannes Lions Festival of Creativity.
"For a 130-year-young brand...