This was a quote I read in a recent ClickZ article talking about Coca-Cola’s new Happiness Is blog on Tumblr. Lisa is dead right when she says that success will depend on creating and curating fresh, quality content. Creating AND curating is the key there. Those are two different ways to fuel a blog strategy and Compendium has many clients that do both incredibly well. Here are a two examples of great blog content creation and curation:
Indium wins awards for the content that their staff creates and publishes on their blog. While Gymboree also creates great content some of their most engaging content is curated from their customers; parents all across their country who bring their children to Play and Music classes at Gymboree.
Lisa mentions in her quote above that Coca-Cola will drawing in content form a variety of sources. This is another great blog content strategy. Our account managers work with our clients to uncover and unlock existing silos of great content. For Coke, it’s abundant. For other companies, great content might sit with customer service logs, store manager emails, past newsletters, press releases, product enhancement notifications, etc. Find an easy way to repurpose this content in a blog and it will support your content strategy.
It’s refreshing to see such a iconic brand like Coca-Cola demonstrating what kind of content strategy creates a great blog campaign. Let me quickly recap the take-aways that will help you build a better blog:
1. Create content that engages your target audience.
2. Curate content from places outside your company; news and user-generated content
3. Draw from a variety of sources for your blog content.
What do you think of Coke’s Happiness Is blog?