Sunday, January 22, 2012

What can Coke teach Associations & Nonprofits about Content Marketing?

Disclosure: Content management represents a core function of nearly all associations and nonprofits whether your content is shared in a magazine or newsletter, board minutes or a webinar, websites or conferences. My frustration is that most of us in the association community don’t fully see this role and fail to capitalize on emerging content marketing and management philosophies and strategies. So, I’ll be posting several content management/marketing blogs over the next several weeks.

Here are two content marketing articles of value to association and nonprofit executives and staffs. Both relate to the marketing changes at Coca Cola:

3 Content Marketing Ideas You Should Steal from Coca Cola From
Coca-Cola Bets the Farm on Content Marketing: Content 2020  From Content Marketing Institute
What are the three content marketing ideas?

Idea #1: "Liquid and linked" content
"Liquid and linked" is the phrase Coke's marketing team is using to describe its developing content strategy. To keep your content "linked" to a strong sense of who you are and what you offer. Viral doesn't do you any good if it's not linked to an underlying business strategy and goal.

Idea #2: The 70/20/10 content plan
70% = The content you create as being "low-risk" — your "bread and butter content."
20% = The content that "innovates off of what works" … it's more in-depth, it takes more time and energy to create, and it connects more deeply with a well-defined segment ofyour audience.
10% = The final 10% is what Coke’s Mildenhall calls "high risk" content. These are brand new ideas — the wild hair stuff that might work … and might fail.

Idea #3: Content excellence
Coke’s Mildenhall's says the role of content excellence is to behave like a ruthless editor, otherwise we risk just creating noise.

As you review these blog posts, be thinking of all the content your association or nonprofit produces. It may be delivered in multiple platforms: magazines, newsletters, websites, webinars, podcasts, conferences, videos, face-to-face events. How you deliver it doesn’t matter as much as whether your organization has an overall content management strategy that consistently delivers content of value to your members and/or donors.

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