Don’t build on rented land

As a legal professional you have multiple places to publish today — Medium, LinkedIn, Forbes, Bloomberg, Above the Law, and many others. But the best place to publish, bar none, is on your own site on your own domain. Sonia Simone, co-founder and Chief Content Officer of Rainmaker Digital, a widely respected digital marketing provider shared a ten step content marketing checklist this morning. Number one on her list, “Don’t build on rented land.” Before you create a single piece of content, Simones advises that you think about where that content will live and how audiences will get to it. Effective online publishing takes too much time and effort to do otherwise. Nearly all of the content you create needs to live on a domain you control, using a platform you can do as you please with. That means you’re not publishing the bulk of your original creative content on LinkedIn or Medium. (You can still get the excellent benefits of those platforms by…

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