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100 Content Marketing Examples July 2012 : Page 48

10 0 CONTENT MARKETING E X AMPLE S 82 Coca-Cola: Content 2020 Videos Company: Coca-Cola Originally featured in: “Coca-Cola Bets the Farm on Content Marketing: Content 2020” by Joe Pulizzi Description: The movement of content marketing is designed to do much more than make companies money: It’s designed to create long-lasting, dynamic and engaging relationships that integrate the stories of your consumers with your own company messages. But how do you create compelling, two-way stories? How do you interact online with your consumers while maintaining a consistent brand? In short, how do you move from creative to content excellence? Just ask Coca-Cola. They’re doing it, and showing us how and why in its Content 2020 videos. These brilliantly creative videos show, through the simple technique of writing on a white board, how Coca-Cola plans to double its business through cutting-edge content marketing and social media strategies. By sharing these plans in such an innovative way through personable narratives, it seems like they’ve already started. Example: Watch the videos 83 Technology Network: An eLearning Portal by Oracle Company: Oracle Originally featured in: The 2011 Content Marketing Playbook Description: Content is most powerful (and effective) when it solves problems, answers questions, and educates. eLearning content provides a vehicle for delivering educational information across a variety of platforms including podcasts, slide presentations, webinars and guides. Oracle’s Technology Network uses eLearning content to provide one place where all their users (from database administrators to architects) can get all the answers they seek. The helpful site includes not only wikis and helpful articles, but also provides customer support and distributes ongoing educational webinars and reports. Example: Explore the Portal 48

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