You’ve already been charged with driving more traffic to your client’s website, and now they’re flipping the script on you by creating a microsite that they want you to promote too.
Sounds familiar, right?

Creating microsites—branded content sites that live outside of the primary company home page and/or brand URL—is all the rage right now, especially for consumer brands rich in digital photo and video content.

These websites, often created for a seasonal or specific marketing campaign, can be a double-edged sword: you want an initiative to have its own home on the Internet, but you also want it to be fully integrated into your existing marketing plan, lest you end up cannibalizing your own traffic.

Guess what? It doesn’t have to be that way.