Coca-Cola Focuses Lens on Innovative, Lower-Budget B2B Content Play [Video]

When is your audience NOT your end customer?

If you’re a B2B marketer, you know the answer.

Your job requires engaging and winning over distributors, resellers, retail outlets, brokers, and even influencers who promote and sell your products and services. It’s a core focus of great content marketing.

This month, one of the biggest brands in the world showed why that continues to be true.

Coca-Cola launched a new B2B content platform and newsletter called Coca-Cola Lens. It provides industry trends, data-backed insights, and other thought leadership to its network of current and prospective retailers, food service outlets, and other sellers of their beverage brands.

Why would a big brand like Coca-Cola launch a B2B content platform? What does it really mean?

We went to Robert Rose, CMI’s chief strategy advisor, for his take. Watch the video or read on. (Quick note: Robert has a newsletter called Lens. He isn’t saying Coca-Cola stole the name, but he’s not saying they didn’t either.)

Looking at Coca-Cola Lens

Coca-Cola fittingly …