Welcome to Content24. What makes this different is that it’s a digest of the stories that have made an impact over the past 24 hours and not just a platform for recycled content marketing strategy. Today we’re looking at content marketing news on Coca-Cola and Outbrain, and content marketing software.
Coca-Cola user-generated campaign comes unstuck
Getting consumers to engage with your campaign is seen by many marketers as the marker of a successful campaign. But if you give people the option of contributing, and publishing, then you need to keep your wits about you.
This story outlines how the company went awry with its ‘Share a Coke’ campaign. As part of it Coca-Cola allowed people to go online and make up their own labels for the bottles. They could then buy the bottle for $5.
Thanks to the Center for Science in the Public Interest, a US health advocacy group, Coca-Cola has had to ban the word ‘obesity’ from the site. The group printed ‘Share a Coke with Obesity’ on bottles of the drink and then used it in a video.
Outbrain marketing appointment
Outbrain has hired Pinterest’s head of partnerships Eric Hadley to become its global head of marketing solutions. According to The Drum, Hadley will be tasked with raising the profile of the company through “strategic initiatives and premium partnership models”.
Yaron Galai, chief executive and co-founder of Outbrain, commented: “Eric’s wealth of experience and knowledge will make him a key addition to this company, and his proven track record demonstrates his effectiveness in the art and science of marketing.”
Content Marketing Software
Recently, this column flagged up the number of content marketing software products coming onto the market. It raised the question of whether they are innovative or simply snake oil.
This piece of native advertising on Business2Community talks about the value of content marketing software and how to use it etc. There is a link at the bottom of the page going through to a ‘guide’ on using this sort of product. It is produced by a company called ScribbleLive, which has a content marketing product with benefits including managing workflow and measuring campaign effectiveness.
We thought it would be worth flagging. This sort of piece should provide good reasons to buy this sort of product. But it is unconvincing to us at least.
Good content marketing is about quality not managing a workflow.