This article originally appeared on PR Daily in May of 2018.
Is it time to stop searching for the perfect platform?
From time to time, an opinion piece will emerge confidently stating that hosting your content is a waste of time because
MySpace, Bebo, Snapchat, Instagram or Medium is where your audience is hanging out. The argument is that it’s more efficient to host your content where people already are.
It’s a compelling argument, but here’s why you should abandon platform hunting and simply host your content on your own website:
1. You’ve got full ownership of your future.
If your content strategy revolves around a social media channel or channels, you’re at the mercy of the next algorithm change. Things can be going great when all of a sudden 80 percent of your audience disappears for reasons you have absolutely no control over. That’s unlikely to happen if you’ve got a balanced strategy in place with content hosted on your own site and promoted using the PESO model, which combines paid, earned, shared and owned methods.