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Content Discovery Special Section Coca FEBRUARY 2013 ALSO INSIDE: Content Discovery Special Section Coca-Cola’s Jonathan Mildenhall CONTENT MARKETING STRATEGY FOR EXECUTIVES NARROW CASTING MARK WILSON from Avaya explains why going bigger isn’t better. ALSO INSIDE: BRAND BROADCASTERS: Meet the new media moguls. The Official Magazine of the Content Marketing Institute FEBRUARY 2013 www.ContentMarketingInstitute.com @juntajoe Joe Pulizzi Throw another blog on the barbie, ’cause CMW’s going Down Under to Sydney this March. All you Aussie CONTENT MARKETING STRATEGY FOR EXECUTIVES marketers should come say g’day! 16 NARROWCASTING Mark Wilson from Avaya explains why going bigger isn’t better. Cover and interior photos by Douglas Zimmerman Making of a Modern SPECIAL SECTION: BRAND CMO BROADCASTERS: A serial Chief Marketer Content Meet the new (brand) shares lessons from media moguls. the journey. DIscoVerY 22 19 27 CCO DEPARTMENTS What’s Online.............6 Social Web ............... 25 Idea Garage ............. 36 Talking Innovation ....8 Vertical View ............ 30 Marketoonist .......... 38 Tactician .................. 12 Tech Tools ............... 34 4 CHIEF CONTENT OFFICER CCO STAFF FOUnder JOE PULIZZI • [email protected] VIce PresIdent & PUBLISHer PETER LOIBL • [email protected] VIce PresIdent of OperatIons Chief Content Officer magazine Pam KOZELka • [email protected] is for YOU, the content marketer. MarKETIng DIrector CATHY MCPHILLips • [email protected] EDItor CLarE MCDErmott • [email protected] Content DEVELopment DIrector MicHELE LiNN • [email protected] CReatIVE DIrector JosEPH KALINowski • [email protected] ProJect DIrector ANGELA VANNUcci • [email protected] Proofreader ANN GYNn • [email protected] InternatIonaL EDItors SaraH MitcHELL, Australian Editor We don’t like long-winded and boring. Our goal is NENAD SENIC, European Editor to give you practical strategies and tips that keep ADVertISIng InQUIRIES PETER LoibL you on the leading edge of content marketing. (347) 725-3565 • [email protected] If you like what you read in the pages ahead go to http://bit.ly/CCOmagazine and subscribe. ReprInts Article Licensing, Permissions, Reprints/Eprints, Plaques YOU HAVE TO SUBSCRIBE TO KEEP GETTING THE MAGAZINE (THAT’S NO JOKE!). Toll free: (877) 652-5295 • www.wrightsmedia.com TO UnsUbscrIbe TO CCO E-mail [email protected] and provide your Best of all, it’s FREE! name, company name and address. Join thousands of others who are already subscribed. http://bit.ly/CCOmagazine CCO CONTRIBUTORS JONATHAN CROSSFIELD @kimota ANN GYNN @anngynn CMI BENEFACTORS NATALYA MINKOVSKY @hejhejnatalya CMI is partially funded by our benefactors, which include: ROANNE NEUWIRTH @roanneneuwirth TOM FISHBURNE @tomfishburne ROBERT ROSE @Robert_Rose RACHEL FOSTER @CopywriterTO BRIAN KARDON @bkardon CARLA JOHNSON @CarlaJohnson KEVIN CAIN @kevinrcain ROB CIAMPA @robciampa CMI has more than 150 of the leading content experts. Check them all out at www.contentmarketinginstitute.com. WWW.CONTENTMARKETINGINSTITUTE.COM 5 WHAT’S ONLIne www.contentmarketinginstitute.com PRINT STUDY: What are your peers doing with content? Find out how other companies are using content from the Content Marketing Institute’s 2013 Benchmarks, Budgets & Trends report, available for both B2B and B2C marketers. You’ll learn: B2C marketers use 12 tactics to achieve their content goals. The most DIGITAL SOLUTIONS popular of these tactics include social media (84%), articles on a company’s website (84%), and e-newsletters (78%). B2B marketers spend 33 percent of their marketing budgets on content marketing, up from 26 percent last year. The majority (54%) will increase No time to read the report? Check out our video roundtable discussion with contentmarketing experts: http://bit.ly/b2b_round • Multi-channel digital editions viewable on PCs, Read the reports: smart phones and tablets http://bit.ly/b2b2013report • ContentXpress to http://bit.ly/b2c2013research semantically tag, text mine, store, search, republish and share content dynamically Reasons To How Global Brands • E-mail marketing solutions Be Better Use Content 42 In an ongoing interview series, • PICA to create electronic Need some content inspiration? Check Lessons from Brand Marketers, job instructions, plan ad out Joe Pulizzi’s 42 Content Marketing and editorial placements, we ask top marketers how they Ideas for 2013 for a keep-it-simple generate estimates and use content, what they struggle approach to improving your content in manage budgets with and how their strategies are 2013. Here’s a preview: evolving over time. The series #11: Stop one content initiative in 2013. includes Sandra Zoratti from , Leslie Reiser from #17: Start a podcast series for executives. Ricoh IBM and Alan Belniak from PTC. It’s your business, #37: For every story idea in 2013, plan but it’s our passion. on developing 10 pieces of content http://bit.ly/BrandMktr from it. #41: Ask whoever is in charge of customer service what their top 10 complaints were in 2012. Build a content program to help with answers. http://bit.ly/42_Ideas www.pubpress.com 6 CHIEF CONTENT OFFICER cco12.12.indd 1 12/18/12 9:51 AM FL_purposefire_resized.indd 1 1/11/13 3:49 PM TALKING INNOVATION Brand Storytelling Lessons from Coca-Cola’s Content 2020 Project f you haven’t already seen the Robert Rose: Tell us about the birth together again. Monday through Ioverview of Coca Cola’s Content of the Content 2020 idea? Thursday, my role was simply to 2020 Project on YouTube, stop be disruptive and ask questions. reading this right now, and go Jonathan Mildenhall: First of Then, on Thursday night of that spend the 18 minutes. If you’re all, as a company, the Coca-Cola week, I took what we’d come up at all interested in how content brand has constantly defined its with and I stayed up all night and is going to reshape the strategic own benchmarks in marketing. basically wrote the words to the marketing process, this is a We were the first brand to do manifesto you see in the video. manifesto. sampling. We were the first brand The next morning, I came in and The architect of the Content to do coupons. We were the first presented this to the room, and 2020 Project is Jonathan to depict women in the workplace. when we were done, everybody Mildenhall — the Coca- Coca-Cola is a history of firsts. And, put their signatures on it. Cola Co.’s vice president of we found ourselves facing such We knew immediately that we global advertising strategy massive change in terms of both had created something significant. and creative excellence. the distribution of technology and That’s a mouthful of a title to the distribution of creativity. Rose: How did you decide to “give be sure, but put quite simply, We are lucky enough that it away”—that is, give away a core Mildenhall is the chief storyteller millions of consumers now want to piece of your marketing strategy? for Coca-Cola, and Content 2020 is produce content and be a driving a bold move to create emotionally part of our conversation. This gave Mildenhall: The answer is very connected brand stories that us the opportunity to take time simple. Coca-Cola is the biggest are shared in a much more out and really think about how purchaser of marketing services (ahem) fluid way. (See what I to articulate our evolved creative in the world. There is no way we did there?) agenda for our key global and can have a quiet conversation When I first came local brands. about this. I told my CMO that across the Content 2020 in order to put this into place, I Project, I was immediately Rose: So, how did you could spend the next two years struck by the business goal actually create the initiative? briefing every agency that we it presents at the very outset: deal with on how to do this, or “We intend to double the size of Mildenhall: We pulled 40 people we can simply give it away and I our business,” Mildenhall says in from around the company—all can get straight to work. the video. And, as he points out, of whom worked in the Creative We chose the latter, and it’s they plan to do this while realizing Excellence group. We gave been extraordinarily successful. that, “Consumer-generated stories ourselves a five-day period where We’ve been blogged about and outnumber their stories on most of we would collectively write a talked about in innumerable their brands.” content manifesto. We broke it publications across the globe. Have you told your boss that down into subjects and allocated And, most importantly, the you want to double the size of one subject area per mini group. advertising industry has really your business? Oh, and that you’re Executives would then present responded. The Coca-Cola Co. going to use brand storytelling as their thinking, and the rest of is enjoying our most successful a primary driver to get there? So, the room would rip the points of year ever in terms of volume and yeah, I became a fan right then. view apart and put them back creative awards this year. 8 CHIEF CONTENT OFFICER Rose: How do you envision Content 2020 being integrated into traditional marketing and advertising? Is it infused into, additive to or does it ultimately replace what you’re doing from a traditional advertising and promotions perspective? Mildenhall: It’s additive for sure. We fully understand that we are still going to have to do Coca-Cola’s Content 2020 video explains how the brand is remaking itself, moving promotions, price messaging, from a traditional ad model to new media storytelling and customer-created shopper bundles, traditional content. Jonathan Mildenhall, Coca-Cola Co.’s vice president of global advertising advertising, etc.—that isn’t going strategy and creative excellence, believes “every contact point with a customer away. But content is the way should tell an emotional story.” Check out the video here: http://bit.ly/coke_2020 consumers understand the role and relevance of the Coca-Cola Co.
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