Editor's Note: Making Marketing 'Pop'
August 19, 2014
Through the years, information marketing became content marketing. The use of educational material to inform and entertain is not new, but the buzzword and social media have transformed how it's done. The World of Coca-Cola in Atlanta is a great example. For a building, the World of Coca-Cola could be one of the greatest promotional vehicles ever created. There aren't many places where people pay to learn more about a product and the organization behind it. It's a marketer's fizzy dream come true. While in Atlanta recently, I visited the museum, handing over the entrance fee and getting entranced for a couple of hours. Anyone who's been there knows that a lot more than product marketing (like free tastings of 60 international Coke beverages) is at work. There's also the viewing of memorabilia, a watered-down version of a bottling plant, and short films discussing Coke advertisements through the years - aka content marketing. Manufacturing companies don't have Coca-Cola's luxury of being able to use commercials as a commercial, but their marketers are taking up content marketing nonetheless. And they are doing it on social media, with videos, as a guest article There's good and bad news. Only 30 percent of manufacturing marketers say they are effective at content marketing William Ng, Editor-in-Chief, email@example.com