A year ago,
An Editorial Scramble
That experiment started off in a surprising way. The stories our readers loved surprised us month after month, and the stories we thought they would love fell flat. It was the digital equivalent of a star candidate polling below expectations.
What followed was a veritable editorial scramble. Six months in, we took a two-week break and dug into the data.
Within weeks we launched food and
music channels, a jobs filter for the home page, and made more than 60 tweaks
to the site design.
We also realized that people like
to smile. Stories that are bright, fun, and brilliant are hits. Readers voted
for more Coke-focused stories than un-branded content. They gravitated to
stories that focused on Coke’s rich heritage, innovation, careers, and our
marketing programs. Virtually all of our coverage of
Content is King, and the
Corporate Website is Dead
Like any winning campaign, we let the data guide us and inform our content decisions. Replacing a transactional corporate website with a digital magazine upended how we work. With KPIs focused on engagement, the new newsroom meant publishing content based on what readers want to read.
Today, fans tell the company when to communicate, not the other way around. We’re a communications team that’s as comfortable with data sets as editorial calendars, and we’re using a year of Coke Journey data to make our communications plans smarter.
Today’s anniversary and home page re-launch marks a final break with the corporate website. You read it here first: for consumers, the corporate website is dead and “press release PR” is on its way out.
Today, more than ever, we believe
that content is king and that syndication is the role of social. All of our
corporate social networks are growing at 100+% year-over-year, and we don’t
expect you to go to
Every Day, It’s Your Choice
Next year, we’ll focus on taking our fledgling media group global. Over the next 12 months, we plan to launch in more than 15 languages. I’m also pleased to announce the launch of The Opener, an exclusive, invite-only contributor network that will bring the best food, culture, and innovation writing to the pages of
Let me be clear, we’re still learning and we’re not declaring victory. This isn’t over.
Every day you have a choice of what to read and what to drink. Every day is election day, and our team will be here - working hard to get your vote.
Ashley Brown is Group Director of Digital Communications and Social Media at The