When do microsites make sense?

I was on a call with a founder last week and he told me he was considering launching a microsite. The company had a blog that they used for product updates and company news. He wanted to create a new site, probably on a dedicated domain, to house all educational content. The microsite would be “Sponsored by” or “Powered by” the company.

Here is what I told him: most of the microsites I’ve come across have died a slow, quiet death. Yes, there are counterexamples, but as a general rule, I’m not a fan of microsites. I’ll explain why and because I want to be fair, will also offer a few pros.

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