creating brand value through content excellence

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  • The contents of these pages are copyright Frost & Sullivan. All rights reserved.

    growth team m e m b e r s h i p

    Creating Brand Value through Content Excellence

    A three-page excerpt from our 19-page Best Practice Guidebook:

  • The contents of these pages are copyright Frost & Sullivan. All rights reserved.

    growth team m e m b e r s h i p 1

    Creating Brand Value through Content Excellence

    Best Practice Guidebook

    Storytelling is a powerful tool to use within a company, just like it is for your target audience. It is all too frequently overlooked by companies. Businesses need to use persuasive storytelling to create cultural change, which can galvanize a new strategy and align companywide stakeholders.

    When creating a new strategy, collective inputs are important to ensure cross-functional perspectives are incorporated.Thatsaid,itiscrucialthatthefinaloutputhasoneprimaryauthorandvoice.Thisensuresthenarrativeofthestrategyhasaconsistenttoneandflow,whichinvariablystrengthensthemessageandenhances receptivity.

    Facing profound changes in the way consumers access and share information, The Coca-Cola Company recognizes that the effectiveness and relevance of traditional creative media are fast diminishing.

    READ MORE

    Coca-Cola designs a content-based marketing strategy to drive consumer conversations, inspire purchases, and enhance brand value.

    Coca-Colas Key Lessons Learned

    SolutionChallenge

    Devise a Content Strategy

    Create Liquid and Linked Ideas

    Develop Compelling Content Measure Impact

    Solution Components

    The Coca-Cola Company

    INDUSTRYConsumer Packaged Goods

    REVENUE (2013)$46.85 billion USD

    CorporateStrategy

    Corporate Development

    Marketing

    CompetitiveIntelligence

    MarketResearch

    SalesLeadership

    R&D/Innovation

    Investors/Finance

    CEOMarketing

    Applicability to Executive Functions

  • 2The contents of these pages are copyright Frost & Sullivan. All rights reserved.

    best practice guidebookgrowth team m e m b e r s h i p

    Source: The Coca-Cola Company; Growth Team Membership research.

    Contents

    Integrated Marketing Communications and Capabilities Organization Structure . . . . . . . . . . . 3

    Overview Page . . . . . . . . 4

    Devise a Content Strategy . . 5

    Create Liquid and Linked Ideas . . . . . . . . . 9

    Develop Compelling Content. . . . . . . . . . . 10

    Measure Impact. . . . . . . 11

    Business Results . . . . . . 12

    Key Lessons Learned . . . . 13

    Question-and-Answer Summary . . . . . . . . . . 14

    Supporting Tools & Resources . . . . . . . . 17

    Content Strategy Development Team 17

    Managing Consumer-Generated Content 18

    Content 2020 19

    An internal leader to spearhead the project

    A team of key creative experts representing all the regions

    An internal creative director/producer

    Increased global unit case volume

    Boosted stock prices

    Recognition through international marketing and advertising awards

    Business Results Resources Required

    HEADQUARTERS Atlanta, Georgia, United StatesGEOGRAPHIC FOOTPRINT Global

    OWNERSHIP PublicEMPLOYEES (2012) 150,900

    Contact the Growth Team Membership (GTM)

    GTMresearch@frost com www gtm frost com twitter com/Frost_GTM

  • 3The contents of these pages are copyright Frost & Sullivan. All rights reserved.

    best practice guidebookgrowth team m e m b e r s h i p

    Source: The Coca-Cola Company; Growth Team Membership research.

    The Coca-Cola Company develops and implements a content marketing strategy that significantly elevates the role of content across the brand portfolio

    Content Strategy Implementation Process

    Devise a Content Strategy Create Liquid and Linked Ideas Develop Compelling Content Measure Impact

    ObjectiveDevelop a framework to guide content production through 2020

    ObjectiveGenerate compelling ideas that support key marketing objectives

    ObjectiveCreate content that drives brand conversations and value

    ObjectiveAssess the effectiveness of the Companys content marketing efforts

    Key ActivitiesExamine trends in generation

    and consumption of content

    Convene creative leaders from throughout the Company to craft a content strategy

    Solicit Companywide feedback on the content strategy

    Share the content strategy publicly

    Key ActivitiesDevelop engaging ideas that can

    take on a life of their own

    Ensure the ideas assist the Companys business objectives, brand goals, and consumer interests

    Key ActivitiesCategorize content as high,

    medium, and low risk

    Designate how much time and resources to invest in each category

    Prioritize the content through a voting-based selection process

    Key Activities Identify meaningful metrics for

    each content initiative

    Analyze consistent metrics to gauge contents impact

  • The contents of these pages are copyright Frost & Sullivan. All rights reserved.

    growth team m e m b e r s h i p

    Please contact us to learn how to access the full Best Practice Guidebook or for information on Growth Team Membership.

    Email us GTMresearch@frost com

    Visit us online www gtm frost com

    Follow us on Twitter

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