By Joe Pulizzi published August 3, 2012

4 Must See Content Marketing Resources

Wherever I speak around the country, I always like to share a handful of amazing content marketing resources with the audience as homework assignments.  Here they are for your reference all in one place.

Content 2020 from Coca-Cola

Quick Overview: Two videos totaling 17 minutes that detail Coca-Cola’s strategy to move to what they call liquid storytelling.

Key insights:

  • Coca-Cola states a wish to move from creative excellence to content excellence.
  • They seek to develop content that makes a commitment to making the world a better place and to develop value and significance in people’s lives…while at the same time driving business objectives for Coca-Cola.
  • Through the stories they tell, they hope to provoke conversations and earn a disproportionate share of popular culture.

Google’s Zero Moment of Truth

Quick Overview: ZMOT (as it’s called) is the Google eBook based on their research of Internet buying patterns. ZMOT is the idea that brands can win over the consumer when they are researching products or services online.

Key Insights:

  • Specific to content marketers, the amount of content that shoppers engage with before making buying decision doubled from 2010 to 2011.
  • If we needed any more proof, the consumer is in complete control.

2012 B2B Content Marketing Benchmark Study

Quick Overview: Research from CMI and MarketingProfs from over 1,000 business marketers detailing content marketing spending patterns, usage and challenges.

Key Insights:

  • 9 out of 10 organizations market with content marketing.
  • On average, B2B marketers employ eight different content marketing tactics to achieve their goals.
  • Marketers, on average, spend over a quarter of their marketing budget on content marketing.

Red Bull Media House

Quick Overview: Red Bull Media House is the center of the Red Bull content marketing empire.

Key Insights:

  • It’s evident when reviewing the content assets from Red Bull that they are a media company that just happens to sell energy drinks.
  • Red Bull is one of the few non-media brands that actually syndicates its content assets to drive ancillary revenues.

Author: Joe Pulizzi

Joe Pulizzi is the Founder of Content Marketing Institute, a UBM company, the leading education and training organization for content marketing, which includes the largest in-person content marketing event in the world, Content Marketing World. Joe is the winner of the 2014 John Caldwell Lifetime Achievement Award from the Content Council. Joe’s the author of five books, including his latest, Killing Marketing. His third book, Epic Content Marketing was named one of “Five Must Read Business Books of 2013” by Fortune Magazine. If you ever see Joe in person, he’ll be wearing orange. Follow him on Twitter @JoePulizzi.

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  • Paul C. Eze

    The coca cola content rethought is actually the deepest thought content plan I’ve come across yet and will surely help us in building one for