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December 2008
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Content marketing watch – a new more absorbing Pampers website

Content Marketing Watch is our weekly opinion piece on the latest news from the digital sector. The Pampers website is a great application of the principle of content marketing – by providing content that is of real value, Pampers has created an engaging web presence for its customers. There is no hard sell of the pamper range on the site. Product placements are subtly targeted within highly relevant and useful information depending on the options (e.g. baby, toddler) selected. Called the Pampers village (from the concept that it takes a village to make a child) the website provides articles, videos and newsletter to provide valuable information to help parents such as
  • nutrition and health advice for mothers
  • feeding and development for new babies
  • bedtime and potty training for toddlers
There are web 2.0 elements such as forums, blogs and commenting to create the sense of the village with people sharing experience, rating articles and staying connected. In addition there are a range of practical tools available such as
  • a pregnancy widget that can be downloaded onto your PC
  • a baby name finder
  • an Out and About Guide for those child friendly restaurants and cafes
What we like about this site is that is built around a simple concept of building a long term relationship with the customer through content. Pampers know that the lifetime of one of their customers is from the time when they become pregnant to when their child is potty trained. The site cleverly provides content that is relevant as each stage of their child’s development allowing Pampers to build their relationship over time You can read another analysis of the website on David Meerman Scott blog.
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