Think Beyond Your Brand Site and Deportalize Your Content

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Here are the slides from a presentation at the recent  Local Social Summit in London.
What caught my eye was slide number 11 where Seb Provencher talks about how fragmented the web is and the need to deportalize your content to reach consumers where they are and where the conversations are taking place.
Here’s his entire presentation.
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The deportalization of content idea has been around for awhile and I think only gets more important as social media really demonstrates how many ways consumers can come into contact with your brand online.

Now, more than ever, you have to think and market beyond the safe confines of your brand site.

Building microsites for your dealers is a good way to deportalize your content and your brand message to reach more consumers.  A dealer microsite, unlike your brand site, presents locally available product, local  price and local promotion on one site that is easily navigated by consumers.  Reach consumers who are not only in the market for your brand but literally in physical markets where you can close the sale.

It’s a great place to link to from your dealer locator.

Modify this microsite slightly and you have a Google landing page for your best dealers.

It works to support outbound email campaigns, newsletters, banner ads, social media and much more.

It’s time to think beyond your brand site.

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