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Cola Content Marketing Strategie",{"__typename":83,"timestamp":84,"timezone":85,"offset":86,"time":87},"DateTime",1354114939,"UTC","+00:00","2012-11-28T15:02:19+00:00",{"__typename":83,"timestamp":84,"timezone":85,"offset":86,"time":87},{"__typename":16,"id":17,"name":18,"direction":19},"/blog/coca-cola-content-marketing-strategie",[92,99,106],{"__typename":93,"tag":94,"attributes":95},"MetaTagValue","meta",{"__typename":96,"name":97,"content":98},"MetaTagValueAttributes","title","Coca Cola Content Marketing Strategie | Liechtenecker UX Design Studio",{"__typename":100,"tag":101,"attributes":102},"MetaTagLink","link",{"__typename":103,"href":104,"hreflang":13,"rel":105,"media":13,"sizes":13,"type":13},"MetaTagLinkAttributes","http://liechtenecker-cms.liechtenecker-cms.svc.cluster.local/blog/coca-cola-content-marketing-strategie","canonical",{"__typename":107,"tag":94,"attributes":108},"MetaTagProperty",{"__typename":109,"property":110,"content":81},"MetaTagPropertyAttributes","og:title",{"__typename":112,"id":113,"name":114,"path":115,"status":20,"weight":116,"description":117,"langcode":121,"changed":122,"metatag":125},"TermCategories","8","UX/UI Design","/kategorie/design",0,{"__typename":118,"processed":119,"format":120},"Text","Themen aus dem Bereich Design & User Experience","wp_html",{"__typename":16,"id":17,"name":18,"direction":19},{"__typename":83,"timestamp":123,"timezone":85,"offset":86,"time":124},1713772777,"2024-04-22T07:59:37+00:00",[126,129,133],{"__typename":93,"tag":94,"attributes":127},{"__typename":96,"name":97,"content":128},"UX/UI Design | Liechtenecker UX Design Studio",{"__typename":93,"tag":94,"attributes":130},{"__typename":96,"name":131,"content":132},"description","Themen aus dem Bereich Design & User Experience",{"__typename":100,"tag":101,"attributes":134},{"__typename":103,"href":135,"hreflang":13,"rel":105,"media":13,"sizes":13,"type":13},"http://liechtenecker-cms.liechtenecker-cms.svc.cluster.local/kategorie/design",[137,142,146,150,154],{"__typename":138,"id":139,"name":140,"path":141,"weight":116},"TermTags","237","coca cola","/tag/coca-cola",{"__typename":138,"id":143,"name":144,"path":145,"weight":116},"238","coca cola content 2020","/tag/coca-cola-content-2020",{"__typename":138,"id":147,"name":148,"path":149,"weight":116},"258","content 2020","/tag/content-2020",{"__typename":138,"id":151,"name":152,"path":153,"weight":116},"263","content strategie","/tag/content-strategie",{"__typename":138,"id":155,"name":156,"path":157,"weight":116},"264","content strategy","/tag/content-strategy",{"__typename":159,"processed":160,"format":120,"summary":13},"TextSummary","\u003Cdiv class=\"grid-wrapper\">\n    \u003Cdiv class=\"row\">\n        \u003Cdiv class=\"default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3 \">\n            \n\u003Cp>Von großen Marken kann man immer viel lernen. Wenn man sich intensiver mit dem Thema Content Marketing auseinandersetzt, dann kommt man nicht um Coca Cola und ihrer Content 2020 Mission herum. In zehn Kapiteln wird auf anschauliche Weise erklärt, wie die Zukunft des Content Marketing beim Getränkeriesen funktionieren soll. Man sollte sich auf jeden Fall die knapp 20 Minuten Zeit nehmen und die \u003Ca href=\"http://www.youtube.com/watch?feature=player_embedded&v=LerdMmWjU_E#!\" target=\"_blank\" rel=\"noopener noreferrer\">illustrativen Videos\u003C/a> dazu ansehen, in denen alles erklärt wird. Bei mir sind besonders zwei Dinge hängen geblieben.\u003C/p>\n\u003Ch3>Liquid and linked Content\u003C/h3>\n\u003Cp>Liquid Content sind Ideen, die so ansteckend sind, dass sie nicht mehr kontrolliert werden können und sich somit dementsprechend verbreiten. „Linked“ also verbunden miteinander, sind sie durch die Unternehmensziele, die Marken und den Interessen der Konsumenten. Mit liquid und linked Content entstehen Konversationen, die Coca Cola einen großen Anteil an der populär Kultur sichern. Das bedeutet für die strategische Herangehensweise zur Produktion solcher Inhalte auch, dass man keine großen Vorab-Tests machen kann, sondern mehrere Ideen gleichzeitig ausprobiert, um dann gemeinsam im Dialog mit den Konsumenten iterativ Content zu entwickeln oder zu verwerfen.\u003C/p>\n\u003Ch3>70:20:10 Investment Prinzipien für Content Kreation\u003C/h3>\n\u003Ca href=\"/sites/default/files/styles/full_width/public/wp-migration/wordpress-media-image/2012/11/Bildschirmfoto-2012-11-28-um-16.48.541-1.png?itok=turoSlQ3\" data-rel=\"lightbox-gallery-Un7WXqAN\" data-rl_title data-rl_caption title class=\"js-image-link\">\u003Cdiv data-entity-type=\"media\" data-entity-uuid=\"262bc464-70ce-455c-b634-b6b05264e897\" data-langcode=\"de\" class=\"embedded-entity\">\u003Cdiv>\n  \n  \n  \u003Cdiv>\n    \u003Cdiv class=\"visually-hidden\">Bild\u003C/div>\n              \u003Cdiv>    \u003Cpicture>\n                  \u003Csource srcset=\"/sites/default/files/styles/image_width_medium/public/wp-migration/wordpress-media-image/2012/11/Bildschirmfoto-2012-11-28-um-16.48.541-1.png.webp?itok=fO6x8Ly3 1x, /sites/default/files/styles/image_width_medium_x2/public/wp-migration/wordpress-media-image/2012/11/Bildschirmfoto-2012-11-28-um-16.48.541-1.png.webp?itok=aDK9RFll 2x\" media=\"all and (min-width: 1024px) and (max-width: 1439px)\" type=\"image/webp\" width=\"558\" height=\"314\">\n              \u003Csource srcset=\"/sites/default/files/styles/image_width_small/public/wp-migration/wordpress-media-image/2012/11/Bildschirmfoto-2012-11-28-um-16.48.541-1.png.webp?itok=vkGnFLk4 1x, /sites/default/files/styles/image_width_small_x2/public/wp-migration/wordpress-media-image/2012/11/Bildschirmfoto-2012-11-28-um-16.48.541-1.png.webp?itok=TdZuQNcR 2x\" media=\"all and (min-width: 745px) and (max-width: 1023px)\" type=\"image/webp\" width=\"558\" height=\"314\">\n              \u003Csource srcset=\"/sites/default/files/styles/image_width_xsmall/public/wp-migration/wordpress-media-image/2012/11/Bildschirmfoto-2012-11-28-um-16.48.541-1.png.webp?itok=0jDsCunN 1x, /sites/default/files/styles/image_width_xsmall_x2/public/wp-migration/wordpress-media-image/2012/11/Bildschirmfoto-2012-11-28-um-16.48.541-1.png.webp?itok=hBJkmNlF 2x\" media=\"all and (min-width: 480px) and (max-width: 744px)\" type=\"image/webp\" width=\"558\" height=\"314\">\n              \u003Csource srcset=\"/sites/default/files/styles/image_width_xxsmall/public/wp-migration/wordpress-media-image/2012/11/Bildschirmfoto-2012-11-28-um-16.48.541-1.png.webp?itok=CNaDlTQA 1x, /sites/default/files/styles/image_width_xxsmall_x2/public/wp-migration/wordpress-media-image/2012/11/Bildschirmfoto-2012-11-28-um-16.48.541-1.png.webp?itok=8cLRA7za 2x\" media=\"all and (max-width: 479px)\" type=\"image/webp\" width=\"480\" height=\"270\">\n              \u003Csource srcset=\"/sites/default/files/styles/image_width_large/public/wp-migration/wordpress-media-image/2012/11/Bildschirmfoto-2012-11-28-um-16.48.541-1.png.webp?itok=MSTINJfE 1x, /sites/default/files/styles/image_width_large_x2/public/wp-migration/wordpress-media-image/2012/11/Bildschirmfoto-2012-11-28-um-16.48.541-1.png.webp?itok=et2BBoui 2x\" type=\"image/webp\" width=\"558\" height=\"314\">\n                  \u003Cimg loading=\"lazy\" width=\"558\" height=\"314\" src=\"/sites/default/files/styles/image_width_large_x2/public/wp-migration/wordpress-media-image/2012/11/Bildschirmfoto-2012-11-28-um-16.48.541-1.png.jpg?itok=et2BBoui\" alt title=\"cocacola_ContentMarketing_liechtenecker.at\">\n\n  \u003C/picture>\n\n\u003C/div>\n          \u003C/div>\n\n\u003C/div>\n\u003C/div>\n\u003C/a>\u003Cp>Das 70:20:10 kennt man eigentlich von Google und bezieht sich auf die Zeit, die Angestellte auf gewisse Tätigkeiten verwenden sollen. Coca Cola nimmt dieses Prinzip und wendet es für ihre Content Strategie an.\u003Cbr>\n70% sind Inhalte mit niedrigem Risiko. Der Brot und Butter Content wie klassische TV-Spots. Das gehört dazu, soll aber nur circa 50% der Zeitressourcen verbrauchen.\u003Cbr>\n20% sind Inhalte die Weiterentwicklungen und Neuerungen von Ideen sind, die bereits funktioniert haben. Sie sind etwas spezifischer, aber trotzdem noch breit und nehmen 25% der Zeit in Anspruch.\u003Cbr>\n10% sind völlig neue Ideen mit hohem Risiko. Sie können aber der zukünftige 20% oder 70% Content werden. Dabei muss man aber auch auf Misserfolg vorbereitet sein. Nur darf das nichts Schlimmes sein, sondern aus beiden, aus Erfolg und Misserfolg, kann man entsprechende Lehren ziehen.\u003Cbr>\n\u003Cbr>\nIch denke, eine Mission wie Coca Cola sie zusammengefasst hat ist wichtig, um alle unterschiedlichen Personen – ob extern oder intern – die für Content verantwortlich sein können, auf ein gemeinsames Ziel und das gewünschte Endprodukt einzuschwören. Wenn man das dann noch so schön illustrieren lässt, umso besser 🙂\u003Cbr>\nWas meint ihr zum Coca Cola Content 2020?\u003Cbr>\n\u003Ciframe width=\"560\" height=\"315\" src=\"http://www.youtube.com/embed/LerdMmWjU_E?rel=0\" frameborder=\"0\" allowfullscreen>\u003C/iframe>\u003Cbr>\n\u003Ciframe width=\"560\" height=\"315\" src=\"http://www.youtube.com/embed/fiwIq-8GWA8\" frameborder=\"0\" allowfullscreen>\u003C/iframe>\u003C/p>\n        \u003C/div>\n    \u003C/div>\n\u003C/div>\n\n\n","\u003C!-- This site is optimized with the Yoast SEO plugin v15.7 - https://yoast.com/wordpress/plugins/seo/ -->\n\u003Cmeta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" />\n\u003Clink rel=\"canonical\" href=\"https://legacy.liechtenecker.dev/blog/coca-cola-content-marketing-strategie/\" />\n\u003Cmeta property=\"og:locale\" content=\"de_DE\" />\n\u003Cmeta property=\"og:type\" content=\"article\" />\n\u003Cmeta property=\"og:title\" content=\"Coca Cola Content Marketing Strategie - Liechtenecker\" />\n\u003Cmeta property=\"og:description\" content=\"Von großen Marken kann man immer viel lernen. 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