This year Coca Cola launched a content marketing strategy, Content 2020, which revealed a monumental shift in direction and emphasis. This new strategy has been built on recognition of the fact that the world is changing rapidly. This means that traditional marketing methods are becoming outdated. The rise of social media and the consequent effect on customer expectations has forced Coca Cola , one of the worlds most successful brands for over 100 years, to reassess how it connects with people. The fact is people trust editorial more than adverts (69% – 18%). This statistic has inspired a rethink in marketing techniques away from ‘creative excellence’ towards ‘content excellence’. The TV advert is no longer the ultimate way…