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).

Home Made Simple was launched as a website in 2000 with a newsletter and has since grown into a popular TV show that’s already in its fourteenth season. The P&G Everyday website, which is linked to this, is full of tips on cooking, cleaning, gardening and decorating, and is specifically aimed at women. Although you can’t miss the P&G brands on the website, it is still very highly regarded by visitors, who value it for the relevant content and the fact that they can add their own tips. And, let’s not forget, people love it because of the discount coupons that are so popular in the US. The Dutch version of the website, by the way, goes by the name ‘Lekker in het leven’.

Giving teenage girls a confidence boost
The Being Girl website targeted all subjects that matter most to teenage girls: from friendship, dating and their body to more serious issues such as addiction and abuse. Research shows that the website is four times more effective than a traditional marketing campaign. When you hear a reader saying: “It covers all the basic stuff, all the embarrassing stuff, all the worrisome stuff and all your problems!” you know you’ve hit the mark with your target audience. It’s no wonder the website was a true authority in its field and could be consulted in 32 countries. Since 2015, the name is connected to the Allways website and the topics are now less diverse, but are by no means less relevant. Take a look at the ideological mission #LikeAGirl, for instance: an award-winning campaign of which the primary purpose is to give teenage girls (the next generation of Allways products) a confidence boost. By giving a positive twist to the negative associations of the term ‘Like a Girl’, 76% of the girls who were interviewed (in the age group 16 - 24) no longer saw the term as an insult (this was 19%). The campaign gave the girls the self-confidence to express their dreams and, for instance, go for that ‘guy-only sport’.

If you are able to make that connection with your target audience and move them, you’re well on your way toward that warm relationship with your ‘user’, and thus toward brand preference.

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