Almost every marketer should be aware by now that the digital landscape is evolving into a new phase. The initial adoption of social media resulted in massive fan acquisition initiatives. In the beginning, it was evident that there was minimal concern for true content and instead it was more about simply syndicating what might be a slightly modified traditional marketing message.

Changes to the search engine landscape (SEO) and now further changes to the social landscape (Edgerank) are slowly closing the reach of marketers that aren’t leading their clients in the direction of publishing valuable content.

How significant will this next phase be? Well, it’s always a good idea to look at the thought-leaders for the most innovative brands that seem to always be ahead of the curve, like Coca-Cola. As a marketer, I couldn’t possibly be more excited about the next phase because it involves a lot more creativity and true responsive engagement and interaction than traditional marketing.

The Cognitive Media Company (U.K.), which produces animated videos, published these videos in August of 2011 and they illustrate The Coca-Cola Company’s 2020 Content objectives, observations and strategies and should be a ‘must-watch’ for any marketer. This is truly worth your time and both videos take a combined 20 minutes total. The takeaways are well-worth the time spent – trust me on this one:

Chapter 1 through Chapter 6

Chapter 7 through Chapter 10

Jason Small
Social Media and the Big W
Founder
www.SocialMediaandtheBigW.com

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