Content has become a major part of most marketing strategies. But where should you host your content?
While content has traditionally been hosted on websites and blogs, many marketers are beginning to post their content to third-party platforms such as LinkedIn and Medium.
These third-party platforms allow you easily create an account, post content and make it available to other users, followers and search engines. You don’t need to set up a website or blog, or purchase a domain or hosting to get started. It’s easy. It’s convenient. And it has some SEO benefits, allowing you to inherit their domain authority and gain followers.
However, third-party content platforms do come with some tradeoffs. A post on a third-party platform can do well and garner traffic and shares. But the site that benefits is the platform, not yours. All the ranking signals go to the platform’s domain – medium.com, for example – and doesn’t help you grow your own domain authority. A second tradeoff is design. You have no control over the look or feel of the content platform or how people feel using it.
Rand Fishkin, of MOZ, discusses the pros and cons of these systems and offers his advice, suggesting that third-party platforms can be great for building connections but recommends using them for posts that are supported by other content items posted to your own site or blog and never using them as your primary content host.