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Content syndication at P&G is the combination of three key ingredients: (1) True Sponsorship, (2) scarce, valuable content and (3) controlled placement.
True Sponsorship is the exclusive sponsorship of editorial content that is devoid of hard-sell advertising. It allows P&G to deliver what consumers are looking for in a way that builds brand equity and character.
Content created by nationally known authorities, thought leaders and our own subject-matter experts provides consumers with valuable, actionable information. Combined with True Sponsorship, content of this quality is perceived by the consumer as a gift from the brand.
Content is designed to be portable to scale across all Internet sites, the mobile Web and even TV and radio stations. This enables the consumer to find the content wherever he or she consumes media.
Content syndication is becoming a popular digital media choice for P&G brands. Many brands have realized a higher ROI by moving advertising MSA to developing and distributing full content syndication programs. For instance, Iams was able to achieve a $3.32 MMM ROI and spread its content across millions of consumers on over 400 Web sites. Since building a network of this size takes time, and the ROI of a fixed-cost program such as True Sponsorship increases as time goes by, Content Select is designed to help you develop a program that meets your brand's needs quickly.
An independent study published in the Journal of Advertising Research measured the persuasion of True Sponsorship -- that is, sponsorship without advertising. The study was conducted by presenting a test group with content containing a sponsorship message and comparing their survey responses to those of a control group, which saw identical content without the sponsorship message. The test group had an average lift in purchase intent/brand consideration of 28.9 percent. As a benchmark, the average lift of all persuasion tests is 4 percent.
P&G's programs provide consumers with valuable, actionable content that is relevant to the brand. The content is in the form of text, images, audio, video and/or applications. Consumers are grateful to the sponsor for giving them this gift, and they show their appreciation with an average clickthrough rate from the program to the brand site of 6.8 percent. As a benchmark, the average clickthrough rate for online advertising is 0.27 percent and getting smaller.
Brands can use the content that they create for a syndicated program on their brand site, in promotions, sampling or sweepstakes, and for CRM purposes. Additionally, because the content is multimedia, audio from the program can be used as radio spots, and video can be used on TV.
With the number of Internet sites at 175 million and growing, reaching an audience online is extremely difficult -- and getting harder. The sheer number of outlets has spawned a new generation of complex marketing disciplines, such as search engine marketing, behavioral targeting, contextual targeting, retargeting and marketplaces for purchasing remnant inventory. Content syndication offers advertisers the chance to reach a large audience simply and effectively within a carefully controlled editorial environment. With content that is designed to be portable, the number of outlets publishing the content continues to grow over time.
To begin your content syndication initiative, simply visit the "Start a Dialogue" tab above and complete the form. P&G Purchasing will select a vendor, who will contact you with a program proposal.