Coca-Cola revamps corporate website to focus on content and storytellingBy Sutro January 3rd, 2013 Comments (0)
Soft drinks giant Coca Cola has become the latest brand to embrace the power of storytelling and content marketing. At the end of last year the global brand re-imagined their corporate website – it had not seen an update since 2005 which is practically Medieval times in digital terms - by turning it into a content portal, taking on the look and feel of a magazine.
Speaking about Coca-Cola Journey, Ashley Brown, head of social and digital at Coke, said:
“We want Coca-Cola Journey to be a place where thoughtful people indulge their curiosity about the world around them, engage in a civil discussion and hopefully learn a little more about one of the world’s best-known companies. For our part, we commit to be an open, transparent, and honest host and a thoughtful curator.”
Coca-Cola Journey offers something for everyone when it comes to content – environmental issues, sport, health and recipes. With several staff writers and contributors they aim to refresh the site with 45 new pieces of content per month, ensuring returning visitors will be able to find something new each time they revisit to explore the brand’s journey further.
Like many other brands, Coca-Cola have until now relied greatly on other platforms such as Facebook, Twitter and YouTube to host and spread their content socially. But we are now seeing more and more brands realising the importance of amplifying their bespoke content with a hub that they are in complete control of, becoming both a media owner and publisher in the process.
If we were to mention one slight negative thing about the site is that it is perhaps a bit too brand centric. As with all great content marketing, the stories and visuals should not be entirely about the brand – a lot can be, but not all. For content marketing must place the consumer at the heart and offer value to the consumer, while of course not losing track of the brand story. It is about finding the right balance.
Content marketing offers a great opportunity for brands to use unique content and social media to drive business goals. Storytelling is fast becoming the norm for brands that want to thrive in the digital sphere and strengthen relationships with consumers.
If you are interested in exploring content marketing, and perhaps doing something similar to Coca-Cola, we have a vast experience in producing engaging websites and intelligent content for brands – as well as for our own sites. Get in touch today to discover how we can help you tell your brand’s story.