Telling the story behind your brand and the journey of your business through interesting web content can be a great way to enhance awareness. Recently, Coca-Cola turned their corporate site into a digital magazine called ‘The Coca-Cola Journey‘, that features content such as interviews, features, blogs and photos on a range of subjects as well as the usual business features of the site like job postings and executive biographies. This New York Times article articulates the reasoning behind the project and how the digital media team have become news editors and content strategists working with photographers, marketers and public relations to run an online magazine. The format enables consumers to read a range of articles in different categories such as sports, health and entertainment, get updates on news related to the company and watch videos, comment on blogs and use other interactive features. Apparently there also might be some room for articles that might highlight some issues that put the company in a bad light but I assume they won’t be publishing anything that could jeopardise the brand! As far as a marketing exercise though it’s a good one, there’s stuff I would read about on there without necessarily inspiring me to rush out and buy a can of Coke, but would still bring me back to the site so it’s a good way to keep up their brand awareness by engaging consumers. This post has an annoying title but it got my attention. It’s also a fun and visually more interesting way to navigate a corporate website which can often be tedious and un-inspiring. I think even a small business website can create interesting content and present it in a format to promote engagement, there are so many issues and topics people find interesting that you may not realise have a connection to your brand, and you might find people more engaging when you reach out to them and tell them your journey.
I am digital marketing and media graduate from Dublin but currently living in Melbourne, I have worked in Journalism and online media for 5 years and I am passionate about blogging, online communication and French cheeses!