When companies really started to marketing themselves online, the mindset was to “drive” traffic to their web sites. Banner ads, keyword rankings, ad-words were some of the few means to promote a site. But the climate has shifted. Now the most effective way to get your site noticed is to “drive your content” to the visitor. There are now sooo many nesting sites like YouTube, About.com, Flickr, etc that consumers are more likely to browse THOSE sites for the content/info they are interested in. These sites have everything in one place so the viewer doesn’t have to click around the world-wide-web…they can have immediate gratification. The viewer is in control.
So if your competition is easily accessible on one of these “nesting” sites and conversely they need to click around to find you…they’ll choose the easy road.