{"id":1826,"date":"2017-07-30T13:18:39","date_gmt":"2017-07-30T07:48:39","guid":{"rendered":"http:\/\/credible-content.com\/blog\/?p=1826"},"modified":"2017-07-30T13:19:02","modified_gmt":"2017-07-30T07:49:02","slug":"content-marketing-strategy-cocacola-launching-digital-magazine-india","status":"publish","type":"post","link":"https:\/\/credible-content.com\/blog\/content-marketing-strategy-cocacola-launching-digital-magazine-india\/","title":{"rendered":"As a content marketing strategy Coca-Cola is launching a digital magazine in India"},"content":{"rendered":"<p><a href=\"http:\/\/credible-content.com\/blog\/content-marketing-strategy-cocacola-launching-digital-magazine-india\/\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1828\" src=\"http:\/\/credible-content.com\/blog\/wp-content\/uploads\/2017\/07\/Coca-Cola-journey-magazine-launched-in-India.jpg\" alt=\"Coca-Cola journey magazine launched in India\" width=\"1039\" height=\"769\" srcset=\"https:\/\/credible-content.com\/blog\/wp-content\/uploads\/2017\/07\/Coca-Cola-journey-magazine-launched-in-India.jpg 1039w, https:\/\/credible-content.com\/blog\/wp-content\/uploads\/2017\/07\/Coca-Cola-journey-magazine-launched-in-India-300x222.jpg 300w, https:\/\/credible-content.com\/blog\/wp-content\/uploads\/2017\/07\/Coca-Cola-journey-magazine-launched-in-India-1024x758.jpg 1024w, https:\/\/credible-content.com\/blog\/wp-content\/uploads\/2017\/07\/Coca-Cola-journey-magazine-launched-in-India-768x568.jpg 768w, https:\/\/credible-content.com\/blog\/wp-content\/uploads\/2017\/07\/Coca-Cola-journey-magazine-launched-in-India-624x462.jpg 624w\" sizes=\"auto, (max-width: 1039px) 100vw, 1039px\" \/><\/a>For a very long time Coca-Cola has had a very well-defined content marketing strategy. In fact, it is one of the first major company to openly declare a content marketing strategy. Here are the two YouTube videos the marketing and advertising division of the company released in 2011-2012.<\/p>\n<p><iframe loading=\"lazy\" title=\"Coca-Cola Content 2020 Part One\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/LerdMmWjU_E?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<p><iframe loading=\"lazy\" title=\"Coca-Cola Content 2020 Part Two\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/fiwIq-8GWA8?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>As the introductory lines of <a href=\"https:\/\/www.marketingweek.com\/2011\/10\/21\/creative-content-will-fuel-coca-colas-growth\/\" target=\"_blank\" rel=\"nofollow\">this Marketing Week article on the Coca-Cola 2020 content marketing strategy<\/a> says<\/p>\n<blockquote><p>Coca Cola no longer relies on traditional ad agencies for creative ideas, instead taking a collaborative approach to storytelling and content creation, according to its global advertising strategy head.<\/p><\/blockquote>\n<p>The article also reports Coca-Cola&#8217;s vice president of global advertising strategy and excellence Jonathan Mildenhall&#8230;<\/p>\n<blockquote><p>All advertisers need a lot more content so that they can keep the engagement with consumers fresh and relevant, because of the 24\/7 connectivity. If you&#8217;re going to be successful around the world, you have to have fat and fertile ideas at the core.<\/p><\/blockquote>\n<p>A few years ago, Coca-Cola completely did away with its official homepage for the website and instead, started displaying the Journey magazine&#8217;s homepage. The beverage company has been publishing its content marketing in many countries and now it is also introducing the magazine in India.<\/p>\n<p>Since content marketing is all about telling stories, in its 2020 strategy Coca-Cola has decided to create stories. How can the company do that? By making positive impacts in multiple spheres.<\/p>\n<p>It&#8217;s like, create positive stories and then publish those stories in the magazine. Coca-Cola is an unhealthy drink so the company would like to change the perception. This perception can be changed by telling positive stories about the brand and about the product.<\/p>\n<p>A long time ago I worked with a client who had the same philosophy for his content marketing strategy but somehow the team, including myself, were not very consistent so instead of becoming a clearly-defined strategy, it became a hodgepodge. The client constantly said that we should engage in different activities and then write about those activities on the blog, but neither the activities happened nor the writing.<\/p>\n<p>So, if you go to the <a href=\"http:\/\/www.coca-colaindia.com\/\" target=\"_blank\" rel=\"nofollow\">Coca-Cola India website<\/a>, instead of the usual business website, you encounter the Coca-Cola Journey magazine&#8217;s homepage.<\/p>\n<p>Journey was an internal magazine that was originally published for the company&#8217;s employees and stakeholders in the 1980s. When Coca-Cola decided to switch from conventional advertising to content marketing somewhere around 2010, the magazine transitioned into a globally available publication.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>As a part of its content marketing 2020 strategy Coca-Cola India has launched its Journey magazine in the country. 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