A great article from search engine land, www.searchengineland.com, talked about the value of microsites and mini-sites and why it is more effective to have content an a URL, domain name, other than your current one. Why is this so?
Their first point is that you want content not related to your brand or site circulation on the Internet. Simply put, create your own competition and support infastruture though outsider sites (mini-sites and microsites).
Second point is content will spread better away from your domain. The content will be less biased and more universally marketable.
The third point is your brand or industry isn't sexy. This is so true and the way to make it more sexy is to put a human interest factor into your industry. A separate website gives you the platform to talk about the human side to your business and get the power of gossip and the People Magazine factor behind your brand and industry.
Fouth is reputation management. You can not manage your reputation on your own website. The only way to do this is by creating mini-sites to get your point across.
Lastly, is that your domain or brand is diluted. Again, you can do more with a mini-site or microsite and get the power of multiple websites working all for one cause...your business.
