Webinar: Getting Global Content Right. At the end of 2012, Coca-Cola successfully launched Journey, an online publication that began in the U.S. In 2013, the site attracted 13.1 million viewers and published over 1,200 articles that drew an impressive average attention time of four minutes and 40 seconds per story. So how did Coca-Cola get to this point? In this webinar, we talk to Journey editor-in-chief Jay Moye to explore five questions that all brands need to answer if they’re trying to publish globally: How local do people expect your brand to be? Who ultimately gets to make decisions that have an international impact? How can you build a global newsroom with the right people? When and how should you translate? Where are you going in terms of strategy, and how do you get there? Image by Lina Yu
At the end of 2012, Coca-Cola successfully launched Journey, an
online publication that began in the U.S. In 2013, the site
attracted
13.1 million viewers and published over 1,200 articles that
drew an impressive average attention time of four minutes and 40
seconds per story. It was only natural to expand this success
abroad.
A few years later, Journey now exists in over 25 countries and
has
40 different publications….
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