As businesses and brands we often pay for attention. But there is a different way. There is a tribe of marketers who can amplify your brand for free.
In 2011, Coca Cola decided to move from agency driven “creative excellence” in marketing to “content excellence“. They decided to become the publisher. Content excellence starts with creating your own content. it could be videos, images or blog posts.
Their goal was to create content so contagious it couldn’t be controlled and create buzz and virality online.
They flipped the old model."