Cards, blocks and girls: online content examples
Joe Pulizzi, mentioned in Simon’s previous post on online content, has an excellent blog on online content marketing. Here are some of his examples of corporates who are getting it right when it comes to online content:
MasterCard Small Business: Billed as “Solutions for companies with revenue less than$10 million”, this site is very heavily branded and oriented toward doing business with MasterCard, although it also contains a number of useful articles about running a small business. M/C reports that 50% of new small business signups come directly from those informational articles.
Lego Brickmaster Club: Joe Pulizzi has produced a very detailed analysis of this customer loyalty program on his blog, speaking with first-hand experience as the father of a six-year-old Lego fan! Regarding Lego’s online content marketing, Joe says that a site for ‘power builders’, plenty of user-generated content, user case studies and user discussion forums integrate well with offline collateral such as Brickmaster magazine to keep customers excited about Lego.
Proctor & Gamble’s Beinggirl.com: Produced by P&G’s Tampax tampon brand, this site mixes product information with, well, girl stuff. Joe Pulizzi writes: “P&G is very transparent on the site. Any person can tell that the site sponsor is Tampax. They also have a few product sections, one of which is free samples. But the majority of the site focuses on content for girls - music, discussion, video…it’s all here. And frankly, some of the discussion makes me thankful that I have two boys and no girls.” Research conducted by Forrester for P&G found that Beinggirl.com is four times as effective as a similarly-priced program using traditional media. That makes it worth closer study.
Tags: Content, joe pulizzi, lego, linkedin, mastercard
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