Monthly Archives: May 2017

“Content is King”: A Retrospective

If you’ve dabbled in marketing, PR, or business, you’ve probably heard the phrase “content is king,” which was coined by Sumner Redstone (founder of Viacom) in the mid-’90s. It was an exciting era for electronic communications and marketing; Japan began to manufacture DVDs, a little auction company called “eBay” took off, and the number of Internet host computers jumped from 1 million to 10 million.

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Content is King – By Bill Gates [1/3/1996]

This essay is copyright © 2001 Microsoft Corporation. All Rights Reserved.

“Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting.

The television revolution that began half a century ago spawned a number of industries, including the manufacturing of TV sets, but the long-term winners were those who used the medium to deliver information and entertainment.”

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CASE: Brand Story Telling; The Coca-Cola Journey

Coca-Cola unveiled their answer to the content marketing trend through the Coca-Cola Journey. According to Ashley Brown, Director of Digital Communications and Social Media, Journey will provide content related to all drinks produced by the company and will be home to a vast amount of Coke-related content. More like a magazine than a typical company website, this massive content investment shows a commitment to gaining a “disproportionate share” of public interest, according to VP of Global Advertising; Jonathan Mildenhall. It also shows that the company has taken the global lead as a branded content producer.

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