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Growing Our Blog: The Next Page for Unbottled

By:  Ashley Brown Feb 14, 2013
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Coke bottles

If you’re a repeat visitor to Coca-Cola Unbottled, you’ll notice something new today. We have transitioned the blog from Wordpress to the Journey Platform and finally consolidated all of our corporate publications into one network.

Making this change will allow us to streamline our publishing process (no more toggling between two content management systems) and make the sharing and syndication of content between the two publications seamless. We are always looking at how we can do more with less, and Mallory Perkins, Unbottled’s heroic editor, should get many precious minutes back each day. On the functional side, Unbottled will get a visual update and fully leverage the Journey Platform’s robust capabilities.

In short, we think it’s a better product experience.

And how is the blog doing? We knew that building a blog audience from scratch would be a long, hard slog. It has been, and some things have been easier too. All told, about 18,000 readers visit our blog in a typical month. We’ve doubled daily visits since September, and we intend to hit 54,000 monthly visitors by the end of 2013.

The numbers are all pointing in the right direction: month-over-month page views have increased +42%, reader growth is +38%, and average visit duration has increased +12%. These are all indications that more and more people are finding the blog and finding it interesting. And month-over-month organic search traffic is up +33%, indicating that search engines are indexing and serving our content, and more people are discovering our stories.

I wrote several months ago on the need for brands to have great content product strategies. This is our curtain raiser for 2013, and it’s going to be a great show.

Thanks again for following our progress and, as always, don’t hesitate to let us know how we are doing.

Ashley Brown is Director of Digital Communications and Social Media at The Coca-Cola Company.