Let’s face it, you have a lot of options if you are interested in blogging.
Your pearls of wisdom can be shared on Medium, LinkedIn Pulse, Facebook Articles, or dozens of other places around the web.
It’s good to get exposure for your writing, to speak to new audiences, and to become a thought leader in your subject area. However, there are certain advantages to blogging on your own home site or domain rather than an external social network. Your website is your castle.
It should be obvious, but building up a deep resource of well-written articles on your own domain will help you get found by the search engines. No trickery or keyword stuffing needed, just quality content that is valuable to your readers over a long period of time.
2. Collect Email Addresses
Social networks can be a fickle bunch. In January of this year, Medium fired a third of its staff amid a strategy shift. It appears they aren’t going away for now, but there are no guarantees when you’re not paying for use of the platform. Collecting subscriber emails gives you insurance against the vagaries of social media pivoting.
3. Control the Experience
On Facebook and LinkedIn, all published articles march out like little soldiers, exactly the same format and presentation. You can inject images and text formatting, but you certainly can’t differentiate the structure or branding. On your own site, you can make your blog stand out from the crowd with great design as well as great content.
4. Cross Promote
Did you just write an e-book? Are you speaking at an upcoming conference? On your own site, you can pop in an ad or image to promote whatever you want, in context. On a social network, you might instead have an ad for one of your competitors pop up beside your article.
5. It’s Not Either/Or, It’s And
I’m not proposing that everyone withdraw into their website cocoons. The strategy I endorse is website-first, then promote and share out to the social networks that make sense. You can even republish your entire article on LinkedIn or elsewhere, as long as you include a link back to your original post (to make sure Google knows where it originated). Be sure you tailor your posts a bit for each social network, so it fits in. Don’t forget to promote your blog posts on Twitter, Instagram, and other social networks that don’t support long-form content, as long as your potential audience is there too.
Where are you blogging right now? Do you have a castle that will endure?
Author’s Bio: Rosemary O’Neill is an insightful spirit who works for Social Strata — makers of the Hoop.la community platform. Check out the Social Strata blog. You can find Rosemary on Google+ and on Twitter as @rhogroupee
Featured image: Johannes Plenio