Why you need to build a content strategy on rented land. In fact, you have no choice.

One of the most cherished sayings in the content marketing world is “don’t build on rented land.”

I don’t know where this started but it has been repeated ad nauseam on Copyblogger, Content Marketing Institute, endless podcasts … well, everywhere.

But I have said for many years, that yes, you absolutely need to build on rented land because that’s where your customers are. And now, there’s data to prove I’m right. So let’s dive into the mythology of this cherished saying and why we need to shatter this outdated thinking once and for all.

In defense of the home base

First, I want to emphasize that of course, you need an archive for your content outside of the social media world. If you don’t have an “owned” home for your content, your entire web presence is at risk. I feel bad for those who bet their careers on Google Plus or, more recently, Facebook Notes, and then had the rug pulled out from under them.

But many of the anti-rented-landers argue that everything should be on your home base and that you need to own your audience and community on your own site. Their philosophy is that when you publish outside your own website you don’t have any hope of “owning” your audience.