A new infographic by Mavenlink gives us some more reasons to be excited about the future and growth of search engine marketing. Despite the changes in the industry, more businesses are getting serious about SEO.
Check out these staggering statistics: 40% of marketers say that their SEO budgets have grown 1% to 25% in the last year (compared to the previous year). Another 18% of marketers say that their SEO budgets have grown 26% to 50%!
At the end of the day, it all comes down to how effective SEO is as a factor of a business’ bottom line. 65% of businesses surveyed agreed that SEO has become a greater part in contributing to revenue. Hooray!
What does this all mean?
SEO is becoming more widely recognized as an important part of the marketing mix. This means more budget money is allocated to search marketing, which allows for more people to be part of that team! As SEOs become more accurate in measuring their effectiveness and contributions, you can definitely expect more to come in the world of search marketing.
If you think that Coca-Cola is just focused on selling beverages and snacks, think again! Take a look at the video above to get a better idea of Coke’s content marketing vision for today and beyond.
What is content excellence?
The main takeaway from this video is that Coca-Cola is working hard to transfer their achievements in creative excellence to content excellence. The main idea behind this term is to create liquid content (viral) that is linked (relevant to customer interest, business objectives and brands).
In the end, Coke’s changing their method of storytelling in order to provoke conversation and they plan to continue the growth of their brands by promoting content in the community, as well as acting and reacting with their audience.
A change in storytelling
The one thing that small businesses can take away from this video is that Coke is changing the way that they’re telling their story, in short… marketing their goods. Nowadays, with social media and new technology, successful companies can no longer just expect to get by with one-way storytelling. You can’t just shout at potential customers and expect them to be engaged – it’s a two way street. This is where Coca-Cola introduces the idea of dynamic storytelling:
“The development of incremental elements of a brand idea that get dispersed systematically across multiple channels of conversation for the purposes of creating a unified and coordinated brand experience”
Leveraging user-generated content
Coke’s success can be seen in the amount of positive, user-generated stories. Coca-Cola, the drink and other snacks have become such a staple in our history that people can’t help but share their own personal connections to the products. In fact, Coke says that the amount of user-generated stories exceed those that they put out themselves for most of their brands! Call it what you want – going viral, word-of-mouth advertising, buzz… To achieve this level of positive feedback requires focusing on content excellence by engaging the community. Coke shows that you can’t do it alone and expect success.
Tweet us @emarketed or comment on our Facebook Page to let us know what you think about Coca-Cola’s innovative content marketing strategy!