P&G turns website into TV show

Proctor & Gamble have made a big success of their web strategy - they have invested heavily in producing content rich sites that were useful and used that consequent loyalty to promote relevant brands - the best example is probably Pampers.com which is probably the top web source for young mums looking for advice and information on caring for young babies.

In the US their magazine style Home made Simple site has been similarly successful and enabled P&G promote a wide range of brands that might struggle to justify significant ad spends. Now we see that P&G are evolving their content strategy by turning this site into a TV show in a deal with the Discovery Channel (reg. req.) When you look at this sort of thinking, you understand why they're are reducing their spend on traditional advertising.

If P&G are doing it, you probably should be too - are you experimenting enough? Have a think about your brands and see what useful information/advice you could offer to your customers and prospective customers. Its not the only way to develop a content strategy but its a good starting point.