Coca-Cola’s eight tips for a better content strategy

This article describes best practices from Coca-Cola on how to design a successful content strategy and stay relevant in consumers' lives.

Coca-Cola's eight tips for a better content strategy

Joseph Clift

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands