Coca-Cola Focuses Lens on Modern, Decrease-Price range B2B Content material Play

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When is your viewers NOT your finish buyer?

Should you’re a B2B marketer, you realize the reply.

Your job requires partaking and successful over distributors, resellers, stores, brokers, and even influencers who promote and promote your services and products. It’s a core focus of nice content material advertising and marketing.

This month, one of many largest manufacturers on this planet confirmed why that continues to be true.

Coca-Cola launched a brand new B2B content material platform and e-newsletter known as Coca-Cola Lens. It supplies business traits, data-backed insights, and different thought management to its community of present and potential retailers, meals service shops, and different sellers of their beverage manufacturers.

Why would a giant model like Coca-Cola launch a B2B content material platform? What does it actually imply?

We went to Robert Rose, CMI’s chief technique advisor, for his take. Watch the video or learn on. (Fast be aware: Robert has a e-newsletter known as Lens. He isn’t saying Coca-Cola stole the identify, however he’s not saying they didn’t both.)

Taking a look at Coca-Cola Lens

Coca-Cola fittingly introduced its new content material advertising and marketing platform on the Nationwide Restaurant Affiliation Present. Coca-Cola Lens isn’t for shoppers; it’s for the retailers and restaurant companions who promote Coca-Cola merchandise of their institutions. It’s an amazing instance of utilizing content material advertising and marketing to distinguish your model for a selected viewers.

Coca-Cola Lens encompasses a library of thought management articles that study shopper habits and supply the financial context to assist eating places and retailers turn into higher enterprise managers.

It additionally publishes authentic and proprietary analysis, third-party sources, and information on matters equivalent to multicultural shoppers and the expansion of merchandise like premium water. And it supplies tips about managing stock and optimizing different components of enterprise.

Clearly, Coca-Cola designed the initiative to ascertain deeper ranges of belief and provides retailers and eating places but one more reason to align with the worldwide beverage model.

3 issues to note

Should you suppose I’m pitching Coca-Cola, I’m not. I haven’t spoken to anybody on the firm, however I’m excited by a couple of concepts seemingly evident on this launch.

First, Coca-Cola, one of many extra refined entrepreneurs on the planet, made its B2B-enablement technique a visual and notable piece of its model and advertising and marketing strategy. It publicized the location launch with a press launch and a session on the Nationwide Restaurant Affiliation Present. It’s not just a few non-public challenge.  

Second, with solely 16 articles at launch and a fundamental website design, Coca-Cola doesn’t appear to interrupt into anybody’s piggy financial institution to do it. The finances for this was seemingly the equal of a rounding error on the rounding error of the general advertising and marketing finances.  

Folks can subscribe to the content material through e mail, so Coca-Cola appears intent on doing this long-term. And making it public signifies that they not solely need present clients to suppose they’re an excellent associate but additionally need to develop relationships with potential retailers and eating places.  In reality, the subscription type consists of calls to motion for non-customers, indicating an awareness-building technique for the platform. 

Lastly, I could also be a bit overexcited about Coca-Cola Lens as a result of it demonstrates an eagerness for brand spanking new content material advertising and marketing platforms. Even well-established manufacturers can see worth in doing one thing revolutionary that’s small in scope however mighty in ambition.

In current months, I’ve seen a decline in these sorts of experiments in small- to medium-sized campaigns. Manufacturers annoyed with natural search efforts are usually not nurturing their blogs, useful resource facilities, social methods, and thought management packages as they may. Concepts for brand spanking new content material platforms get shot down as a result of they aren’t large enough to make a dent or are too large and dangerous to execute. Given the supply of AI and paid advertisements, why trouble with a tough and long-term initiative like an natural content material advertising and marketing platform?

Whether or not Coca-Cola Lens succeeds stays to be seen. However that’s OK.

Coca-Cola didn’t over complicate it. They didn’t make it so large that they’d take a giant danger if their restaurant and retail clients didn’t discover it precious. Nonetheless, in addition they didn’t short-shrift the location and make it a touchdown web page for the commerce present presentation.

Be versatile and right-sized

As I’ve stated many occasions, with as we speak’s advertising and marketing know-how and processes, launching a brand new content material advertising and marketing platform like this one ought to be straightforward, fast, and right-sized.

I not too long ago talked with a worldwide know-how firm that did not get buy-in for a thought management program. The rejection got here as a result of integrating it into their enterprise content material administration and advertising and marketing automation techniques would skyrocket the price to seven figures and eight months of technical improvement. After all, it wasn’t price that degree of danger.

Your owned media platforms ought to be as versatile to deploy as the rest you need to do. The timeline ought to be talked about in days, weeks, and perhaps months, not quarters or years.

Sure, Coca-Cola could discover the usefulness of Coca-Cola Lens restricted to some months, a couple of quarters, or a few years. However by doing the attention-grabbing factor, they’ve demonstrated that whilst large as they’re, Coca-Cola is open to doing new issues with out assured success.

When Joe Pulizzi and I wrote Killing Advertising and marketing, we made the premise about launching content material platforms that might present a lot worth as to turn into a worthwhile side of the enterprise.  We opened with a quote attributed to Mark Twain (although he most likely by no means stated it):

“It ain’t what you don’t know that will get you into hassle. It’s what you realize for certain that simply ain’t so.”

That’s why I like Coca-Cola’s launch a lot. If Lens works, it’ll most likely shock them simply as a lot as the remainder of us. They don’t know what’s going to occur, and actually, that’s a extra thrilling option to work on advertising and marketing.

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Cowl picture by Joseph Kalinowski/Content material Advertising and marketing Institute