CHAPTER 16
The Content Platform
BY JOE PULIZZI
Expect the best. Prepare for the worst. Capitalize on what comes.
ZIG ZIGLAR
Your content platform can be built in several different ways: as a website, blog, Twitter presence, YouTube or TikTok video, Twitch stream, print book, newsletter, and more. Although some may disagree, there is one true way to build your platform with content: by owning it.
Writer and coach Sonia Simone said it best: “Don’t build on rented land.” Yes, you can create a following on YouTube, Twitter, or TikTok, on someone else’s blog, or as a guest writer on a popular media site, but you don’t own or control anything on those channels; someone else does. Building your platform by focusing on, say, Facebook, is like building ...
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