A microsite for the maximum effect
What does the future hold for online content marketing? Relevant content leaves a more lasting impact when the reader isn’t constantly made to feel like he or she has to buy something. When the content has value, the consumer will appreciate the brand all the more and the brand will become an evoked set when making a purchase decision. That’s why we’re seeing more and more market leaders setting up microsites: separate websites focused on a specific subject or niche market, sometimes – but not always – clearly sponsored by the brand.
By offering in-depth content, you not only come across as a brand that knows its stuff, but also as a brand that understands what goes on in the minds of the target market. It creates a positive bond with the brand, bringing with it brand preference. In some cases, the microsite can become a brand in itself. An additional benefit is that you can send traffic through to your primary website or other websites. This positively influences your SEO!
Every target group has its own site
Procter & Gamble operates a number of popular microsites targeted toward specific segments of the market, such as: teenage girls (Being Girl), empty nesters (Empty Nest, Full Life), the black community (My Black is Beautiful) and housewives (Home Made Simple).