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10 Reasons Why “Liquid” Content Should be Included in Your Social Media Marketing

If you want to get serious about marketing for your business or organisation the foundation of any focused effort is creating unique and inspiring content to publish and promote that educates, informs and entertains.

Content in fact should do much more than that if you are to succeed fast, far and large, at marketing your business and organisation.10 Reasons Why Liquid Content Should be Included in Your Social Media Marketing

The  “ultimate marketing goal” is to make content or ” ideas” so contagious that they cannot be controlled.

This is “liquid content

The Era of Distribution Technologies

Coca Cola, whose ads have delighted consumers for decades have decided to move from “Creative” excellence” to “Content” excellence as they transition into the  era of “distribution technologies” that provide greater connectivity and consumer empowerment than ever before.

Distribution technologies is another term for social media networks that allow content and ideas to spread through the power of sharing and self publishing.

Other terms sometimes used to describe this paradigm shift in marketing for this marketing approach are

  • Inbound marketing
  • Content Marketing
  • Pull marketing

These all provide a description for an alternative to traditional marketing that is all about interruption marketing including telemarketing, cold calling and traditional advertising that pushes messages “at” you.

Technology now allows us to block calls, skip channels on your TV or record and watch later.

Content Marketing is not just for B2B

The secret behind content marketing that is published and promoted on social networks including blogs, Facebook and Twitter and other social media channels is attracting loyal tribes of readers, viewers and ultimately customers.

In the past content marketing has been perceived as the domain of of businesses that sell to businesses.

Coca Cola, the ultimate consumer marketing brand in the “FMCG” sector (Fast Moving Consumer Goods) has a new marketing strategy which is the core and kernel of  its “2020 marketing vision“.

It is now positioning itself as striving to provide “content excellence”  in place of its previous objective of “creative excellence

The ultimate goal….to create “Liquid content“!

They see the future as being content as the “matter” and “substance” of “brand engagement” and “conversation”.

This is quite a change for one of the leaders in consumer marketing

To achieve this it must be the “worlds most engaging content

This allows you to attract and pull customers to you.

Ten Reasons “Why” you Should do Content Marketing

  1. To create online buzz and virality through “liquid content”. Content so contaigous that it cannot be controlled –  This is the purpose of content excellence
  2. If a personal brand then awesome content positions you as a passionate thought leader that makes a difference.
  3. If a business brand then insightful and positions your company as an expert in its field
  4. Improves search engine results – Google and search engines love new fresh content that is published and it creates “search engine credibility” when content is linked to by other websites and blogs
  5. Creates an online asset (“an information annuity that keeps giving” – Jay Baer)
  6. It educates, informs  and entertains
  7. It works 24/7 while you sleep, year in and year out
  8. Provides content that can be shared through publishing on “shareable” social media network channels.
  9. Creates loyal raving fans and followers that money cannot buy
  10. Creates engagement and builds relationships with customers and potential customers

Content should be considered “as” important as a bricks and mortar asset that you own.

Content is the real power asset of the future in a “knowledge and information economy

How is your content?, is it “Liquid“?

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Image by Hannah Bonanza

Jeffbullas's Blog


  • Congratulations for making it to the Top 10 on Social Media Examiner’s site. Looking forward for more stuff from you! Cheers!

  • Great article!!!

  • Jeff, I so enjoy reading your stuff. (I read every one.) I’ve learned so much on your blog and this post is just one of many that have made a difference in my understanding and growth. Thank you so much

  • Anonymous

    A lot of great information.  I really enjoy reading (and learning) from your posts!  Sharing on Twitter!

  • Anonymous

    This is one of the best videos on content marketing produced thus far in our opinion. The over arching concept is bold and really does open up the business potential for a giant like Coca Cola that needs to constantly be innovating. Great find. 

    • Coca Cola’s new direction from “Creative Excellence” to “Content Excellence” with its “Liquid content approach, will I think create a watershed moment and paradigm shift for retail and the FMCG Industry (Fast Moving Consumer Goods) that has till now not embraced the paradigm shift of social media. I expect many others to follow Coca Cola’s lead.

  • Thanks for your comment Jeff. I think Coca Cola’s adoption of the strategy of “Content Excellence” in place of its “Creative Excellence” in B2C marketing will result in significant changes to marketing over time in the FMCG industry sector due to Coca Cola’s leadership role in marketing in the past.

  • Thank you for sharing something really nice.  This is my first visit but I have found something enjoyable.  Great information and well worth the read. 

  • I really like this article Jeff, it’s something every blogger should strife to achieve. I can’t say I’ve perfected liquid content yet, but I can certainly see all the benefits it could bring such as link building and inbound traffic. Thanks for an interesting read!

  • Hi there! I just would like to offer you a big thumbs up for the excellent info you have got here on this post

  • Hi there! I just would like to offer you a big thumbs up for the excellent info you have got here on this post

  • Jeorgebugan

    Can I just say what a relief to find a person that truly understands what they’re discussing on the internet. You definitely understand how to bring a problem to light and make it important. A lot more people need to read this and understand this side of your story. This would popularize the liquid products. 

  • awesome information 

  • I really admire your video presentation for content information. After looking over a handful of the blog posts on your site, I honestly like your technique of writing a blog. I saved as a favorite it to my bookmark webpage list and will be checking back soon. Please check out my website as well and tell me your opinion.

  •  I really love your video presentation for a marketing. An intriguing discussion is definitely worth comment. There’s no doubt that that you ought to publish more about this issue, it may not be a taboo subject but usually people do not discuss such issues. To the next! Best wishes!!

  • Richard Leivdal

    It speaks volumes that I that really made me hanker for a coke…  Even their marketing strategy videos are highly effective marketing materials.  haha.

  • I am aware that there are several means of promoting your site. It might be necessary that we try alternative ways before we find out the best possible way to reach our marketing goals.

  • That is where the mantra of “blog a lot (write) and read a lot” needs to be embraced! That is when the magic happens.

  • The only assumption I was a bit surprised by was your statement that content marketing was not just for B2B. I would have written the exact opposite: Content Marketing is not just for B2C! My feeling is that social media marketing is more natural and “easy” to engage consumers and harder to engage businesses. It seems that businesses, particularly small business (not Coke) have a hard time using SMM to engage with prospects, compounded by the the fact that Facebook, while certainly not the only game in town, is very consumer focused. Thoughts

  • I wonder how brands that are trying to move product can afford smart content creation with enough volume AND budget for paid search and traditional advertising. Lots of money eating up these ad costs – do you think that digital agencies will be a thing of the past with each company having these services in house?

  • habeeba siddiqui

    Jeff I am an aspiring digital marketer.Reading your blog is an absolute delight for me. Thankyou for enlightining me with those words 🙂

  • I would have thought the B2C content marketing was larger than B2B.

    They both work well though, nice post Jeff!

  • Celia Dias

    Thank you Jeff. Loved the article!

  • Hello, I really like
    this article, it was really informative. I’ll be looking forward for your next
    post…. I enjoyed reading your informative article and considering the points
    you made. You make a lot of sense. This is an excellent piece of writing. Thanks
    for sharing this so we can all read it….
    KiloBytes Technologies