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100 Content Marketing Examples July 2012 : Page 26

10 0 CONTENT MARKETING E X AMPLE S 37 The National Multiple Sclerosis Society’s Website Company: The National Multiple Sclerosis Society Originally featured in: Just How Healthy are Healthcare’s Content Efforts? by Manya Chylinksi Description: The National Multiple Sclerosis (MS) Society’s website is designed to provide access to critical information on this disease for two distinct audiences: consumers and professionals in the field. The foundation does a good job of making the division clear, and consumer information is written in suitably clear, easy-to-understand language. News coverage is offered on topics such as clinical trials, legislation and the society itself, and the site also offers information on issues such as what MS is, how to live with the disease and how to talk to children who may suffer from or be affected by it. In addition, the site features a multimedia library that is a useful repository of MS-related online magazines and newsletters (including Keep S’myelin, a newsletter for children), online videos, and other web resources. Example: Visit the MS Society’s Website 38 Home Made Simple Company: Procter & Gamble Originally featured in: “How to Develop a Microsite” by Joe Pulizzi Description: Home Made Simple is one of the superstar examples of microsites. With well over six million opt-in members at this point (we are unsure of the exact figures), Home Made Simple continues to develop fresh and relevant content, recipes and tips to keep homeowners organized. The site was developed over six years ago by Procter & Gamble (P&G). After starting with just web and e-newsletter content, Home Made Simple has grown into a TV channel, with social media integration and a ton of great content. Example: Visit the Home Made Simple site 26

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