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100 Content Marketing Examples July 2012 : Page 17

10 0 CONTENT MARKETING E X AMPLE S 19 “Man of the House” Community Company: Procter & Gamble Originally featured in: “Man of the House” by Jeremy Seth Davis Description: “Man of the House” is an online community geared specifically for – you guessed it – the family man. The online community is incredibly popular due to its niche content, which is directed toward men who are actively involved in their household activities and child-rearing (check out the great article “4 Meals Every Father Should Know How to Make” ). The site is packed with compelling advice on guy-to-guy topics, such as money, careers, gadgets, parenting and, of course, sex. One of the reasons why the community is so popular is that the content is not limited to P&G messaging: The site was built to be a helpful and robust resource, which means P&G does not limit the types of information or products it features on the site. Example: Visit the community 20 “Being Girl” Community Company: Procter & Gamble Originally featured in: “How to Develop a Microsite” by Joe Pulizzi Description: The “Being Girl” online community stems from a similar concept to the “Man of the House” community, also created by P&G, by delivering content targeted toward its pre-teen/teen female audience. The community provides their niche content in an engaging way, using color schemes to compliment the equally colorful content on the site. The content mission is clear: “Being a girl is like being part of a club where everyone knows what you’re going through… at least on some level. Girls have fun. Girls have opinions. Girls have a lot of questions about stuff like PMS, dating, their bodies and even serious subjects like addiction and abuse – just about anything you can think of that has to do with being a girl .” A nice content mission. In a study performed by Forrester Research, P&G found that a microsite like was four times more effective than a traditional marketing campaign. Not too bad. Example: Visit the community 17

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