Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less

CHAPTER 6Tomorrow’s Media Companies

If all you have is a hammer in the toolbox,everything looks like a nail.

BERNARD BARUCH

If you’ve ever seen the movie Jerry McGuire, you remember the blue mission statement. This is the moment in the movie when Jerry McGuire (played by Tom Cruise) wakes up in a cold sweat and writes what he believes is the future direction for his sports agency: one with fewer clients, more customer service, and more individual attention on the athletes.

Jonathan Mildenhall, vice president of global advertising strategy for Coca-Cola, had a similar vision—except that instead of being fired as Jerry McGuire was in the movie, he’s leading Coca-Cola into the content marketing revolution. Mildenhall’s “blue mission statement” is ...