653 - The Core You Own vs the Platforms You Rent
About this episode
The episode discusses the importance of owning content on your own platforms rather than relying solely on rented social media spaces.
The Core You Own vs the Platforms You Rent Most of what gets called a content strategy today is really a collection of rented rooms. LinkedIn is rented. Instagram is rented. A Substack newsletter, however well it performs, sits on infrastructure someone else controls. The post goes up, the algorithm decides who sees it, and the account itself can be switched off tomorrow without explanation. None of that is a criticism of these platforms. It is simply a description of what they are. Earned presence is presence you have built inside someone else's system, and that system was never obligated to keep you in it. Working inside large organizations for close to thirty years has taught me to notice where control actually sits, not where it appears to sit. A CEO with 200,000 followers looks powerful on the surface. But if that account disappears, so does the audience, the archive, and often the proof of everything that was ever said. The presence was real. The ownership never was. The system that solves this is not complicated, though it does take one extra step. Every piece of content is first placed into a structure the organization actually owns, usually the website, in a form built…
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