I was asked via email by a reader whether a companyâ€™s blog should live at blog.mycompany.com or mycompanyblog.com.
If the blog will get more links by being at an armâ€™s length from the corporate site, then Iâ€™d have it on a totally separate domain.
For example, if a life insurance company had a blog about health and wellness at www.stayinghealthy.com, I would expect that to garner many more links from the blogosphere than one at blog.lifeinsuranceco.com.
This may seem like an oversimplification, since I havenâ€™t discussed the branding implications, but I believe the â€œlink-abilityâ€ of the blog is the key ingredient for long-term success with a corporate blog. Everything else to me is peripheral.