Coca-Cola extends content strategy with Unbottled blog

ATLANTA: The Coca-Cola Company has created a real-time corporate blog to offer consumers an inside look at the business' initiatives and news around the world.

ATLANTA: The Coca-Cola Company has created a real-time corporate blog to offer consumers an inside look at the business' initiatives and news around the world.

Unbottled was developed as part of the company's efforts to update its content strategy and engage fans with information beyond “linked content,” or content relevant to its business interests, and focus more on “liquid content” that people want to share with friends on social networks, explained Ashley Brown, director of digital communications and social media at Coca-Cola.

“We realized we're very active in social channels,” he added. “We have the biggest Facebook brand page. We have YouTube channels. And we have Twitter accounts for our top brands. But we were really missing that canvas where we could tell engaging Coca-Cola stories.”

The blog gives consumers a “peak behind the curtain” of Coca-Cola, revealing the creation of popular viral videos and personal accounts from members of the company's leadership team, said Brown.

With the help of PR and digital agency partner 206, Coca-Cola is raising awareness about the corporate blog by reaching out to both online and print reporters and media outlets that follow the industry. The firm also helped develop visual design and backend coding for the blog.

Coca-Cola's blogger influencer program in North America has been a big outreach target as well and helped the company's PR team engage technology press, Brown explained.

In addition to offering consumers exclusive news and content, the business wants to use the blog to create dialogue with its fans and encourage interaction through comments, questions, or content-sharing.

While Unbottled is English language at the moment, it also includes international news, and Coca-Cola is hoping to bring some non-English content into the blog, said Brown. He added that the non-English content would also be translated into English.

“What you're seeing now is a good global snapshot of Coca-Cola, but we want it to become even more international and more internationally relevant over the next few weeks,” he added.

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