Corporate self-media: a content marketing tool that even Coca-Cola and NEC love to use

[About the author] Fabius Chin, known as White Bear in the world. He is currently the co-founder of the website “Content Hacker”. He has more than 20 years of experience in public relations, marketing and media practice, and is good at marketing copywriting and content marketing planning. Qin Zhenjia has worked in the media, internal corporate marketing public relations and public relations, and marketing consulting companies, and has complete experience in the demand side and supply side of content issues. Interview experience covers information technology industry, medical biotechnology industry, financial industry and government policy, etc.

There are many types of content marketing tools, whether they are blogs, videos or white papers. When used together with social media, they will become a powerful tool to attract target audiences. But whether you communicate with your target audience through Facebook or LINE, these social tools are actually not very suitable for posting long-form content.

After all, the main purpose of people going to social networking sites or messaging software is to communicate, so they rarely use long articles to persuade people. The most you can do is click a like or reply with a picture to say “I have read it.”

Most of the current marketing operations use short Facebook or LINE posts as summaries to attract the attention of the target audience, and then provide hyperlinks in the lower half of the posts, or post hyperlinks in the response string, leading to the marketing [landing page] (https://www.contenthacker.today/2018/01/how-to-create-the-perfect-call-to-action.html) or the business [sales page] page)](https://www.contenthacker.today/2018/01/landing-page-copywriting-tips.html). The landing page for content marketing is usually the company’s owned media or personal blog.

Enterprise self-media, the main purpose is not direct sales, but to provide existing customers and potential customers with “interesting, informative, personal and practical information.” In other words, corporate self-media starts from the perspective of consumers, but the company itself acts as a provider of information in specific fields, similar to [professional magazines (trade magazines)] (https://en.wikipedia.org/wiki/Trade_magazine) on the market.

Since corporate self-media only talks about specialized fields, it is all-inclusive and can be applied to different fields such as general consumers (B2C) and the enterprise market (B2B).

In the First Content Hacker Reading Club (CHRC1) and the book “The Power of Content”, several corporate self-media cases were mentioned. Here, I would like to share with you two corporate self-media cases in different industrial fields as a reference.

###Coca Cola Journey

[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgSnWr8tYtOyOYpPYhvvayaagi6OHa6TcbKnRI9gWRYVF6vJv nr2Nr7lN3JOAXWo9snPABKqQ3odEZC0fQ1AQlgTtDgLt7DdKLNvB6TA29yC_ep6-Y-Fenwj-Z_KlG-88nNGeZPzXt_BWBQ/s1600/cocacola.png)

Originally, in my imagination, Coca Cola Journey should be an official blog or independent media that introduces various touching stories related to Coca-Cola. But after entering the website, I discovered that it is actually the official website of Coca-Cola!

Coca-Cola has directly transformed its official website into a self-media format. Even the presentation of the web page looks like a large media website, rather than a traditional website introducing products. This shows that Coca-Cola is fully committed to managing consumers.

In Coca Cola Journey, there is not only information that consumers want to know, such as “Coke Zero and Coca-Cola Zero What’s the difference between Suger”; there are also corporate messages, such as “6 things we learned about Coca-Cola’s 2017 financial report” and so on.

However, according to my personal suggestion, I hope that Coca-Cola’s self-media will talk about interesting things surrounding Coca-Cola. For example, what dishes can be made with Coke, what kind of cocktail-type drinks can you mix with other drinks to create more unique cocktails, what games can you play with friends using Coke bottles, and so on. It feels closer to consumers.

NEC Wisdom

[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiD3CbmniYinY9TtPznz0MzHIy4N6jVpQSe0DttQ8Gw6j0K lJhCIsg6bch51nFl_BwkoQB37FX7pgE6POA_rpIGU-ZVzjWaFN0ObkZOmuzEDTMa_-69_qWL1SxGUUA5M7JlmQ-BnGx5PgZp/s1600/nec.png)

NEC’s main business is to sell various technology products required by governments and medium and large enterprises, such as smart city and data center solutions. Therefore, the NEC Wisdom We-media is aimed at high-level and mid-level corporate executives (that is, potential customers of NEC), talking about corporate management and the latest technological development and other issues that executives will be concerned about, such as “[Kotler talks about the future of marketing](https://wisdom .nec.com/en/innovation/2018020501/index.html)”, “Talk about the innovation power of enterprises”, etc.

In addition to the [Japanese version] (https://wisdom.nec.com/) for Japanese companies, NEC Wisdom also produced [English version] (https://wisdom.nec.com/en/) for overseas markets. Unfortunately, it did not produce a Chinese version specifically for the Chinese market.

According to my personal suggestion, in addition to the hard-edged management and technical articles, NEC can put some “behind the scenes” of the system construction project, such as the difficulties encountered when building the system and the corresponding methods to overcome, to create a style similar to the “all-round home renovation king”, which should be welcomed by supervisors.

However, based on past project experience, this kind of system construction process has too many details that are “not easy for outsiders to understand”. As soon as they are written down, even if they use pseudonyms, industry colleagues will still guess who is being talked about. Therefore, it is not easy to control this type of content and must be handled with caution.

光看国外的企业自媒体，觉得还不过瘾吗？ I will follow up with another article to introduce you to Taiwan’s corporate self-media.

Content Hackers will share with friends some of their experiences in planning and producing corporate self-media in the content hacking lecture “[How to run corporate official websites, blogs and publications] (https://www.accupass.com/go/chl5)” on March 13th. Please remember to sign up and exchange ideas together.

★ Recommended reading: [Managing corporate self-media, starting from becoming a “growth editor”] (https://www.contenthacker.today/2018/02/growth-editor.html)

★ Content Hacking Lecture Series (CHL5): How to run corporate official websites, blogs and publications [Registration now]

★ Content Hacking Lecture Series (CHL6): How to use presentations for content marketing [Registration now]

★ To improve your content power, please don’t miss the online course “[Content Power: The Super Power of Building Brands] (https://hahow.in/cr/content-power)“

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Further reading

• Shifa Magazine and Enterprise Self-Media: Practical Theme Planning of 3C Content
• From 3C to finance, how do Taiwanese companies use self-media to deepen their content marketing?

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