Coca Cola made brand publishing a part of its identity by transforming its main site into a digital magazine – a place to showcase brand values through lifestyle content.
“Leadership refuses to call it a corporate website anymore,” said Jay Moye, senior writer and editor for Journey. “It’s a media platform.”
Journey is a mix of Coke-focused content, food articles, cultural pieces, music, and more. Coca Cola’s digital magazine attracts an average of 1.1 million visitors each month who help determine the direction of the publication.
How could you use brand publishing to attract an audience?