Control Your Content or Go Out of Business

I am convinced that some people have self-destructive personalities. And I don’t mean the individual who overeats or drinks too much, or the person who recklessly races down the freeway.

Rather, this self-destructive personality is the writer who relies exclusively on third parties to host their content, including articles, photos and other user-generated material that can simply go away in just a moment.

Last month, I wrote “Why Giving Up Blogging May Be Your Worst Decision,” to touch on the importance of maintaining your own site(s). Today, I am going to get specific on how your most valuable content can quickly disappear.

Am I being an alarmist? I’ll let you decide. However, the facts are clear that when you post material to a website or service that you do not control, then you risk having that information deleted, changed or used for purposes other than what you intended.

1. Terms of service. I read recently where a controversial website that was dedicated to exposing the lies of another organization was suddenly shut down. That website seemed to be telling the truth, but it was hosted on WordPress.com, a free blog hosting site managed by the makers of that powerful content management system. The blog’s opponents seized upon WordPress’ “terms of service,” which clearly spell out that “hate speech” is not allowed. The term “hate speech” is loosely defined, but if someone does not like what you have to say and complains to the right source, then your material can be removed. Fortunately for the owners, they had a database backup and were able to transfer their blog to a private hosting company. Others are not so lucky.

2. Rules are changed. Again. The popularity of Facebook is evident with more than 800 million global users registered as we begin 2012. Its strength and influence cannot be denied, but Facebook has lulled legions of users into pouring all of their resources into its vast pit of accumulated content, material that becomes the property of Facebook. Contributing to Facebook isn’t wrong, but it should never be your primary way of reaching your customers or the people you influence. Even if you delete your Facebook account, the process is not an easy one and your information may remain on Facebook’s servers.

3. Strong platforms fade. Facebook has supplanted MySpace in social media and Google has conquered Yahoo in web search. As difficult as it is to imagine either of these newer platforms being overtaken by an emerging entity, that possibility always exists. Back in the 1990s, message boards and forums ruled, and were destinations unto themselves. Users freely shared valuable information that took countless hours to write. Many of those sites are now gone and the content its contributors submitted has long disappeared. You may be satisfied with your content’s short term influence, but if you want what you write to last for the long haul, then only the sites you control can ensure its continued visibility.

4. Your shortened links no longer work. Besides the content you write, the links you share via social media should be of critical importance to you. Those links can attract new clients and be useful for years to come. However, if a link shortener’s service shuts down, then your links will go away with it. Use a stable link shortening platform, particularly one that allows you to track analytics. I recently started using Google’s goo.gl shortener and am impressed by what this service has to offer.

Extreme reliance on others to host your content can adversely impact your business, perhaps forcing you to close up shop. Even if the hit is only temporary, you’ll lose valuable time and will need to expend resources to retrieve what you have lost. I dobut that you can afford to take such a hit nor should you.

Blogger, Writer, Editor, Publisher

Let’s face it: the blogosphere no longer dominates the Internet, as corporations have woken up to the importance of this highly significant medium. Gone are the days where the blogger’s voice was heard louder than the journalist or the corporate communications hack or even the freelance writer.

Today, companies such as Associated Content, Demand Media, Hub Pages, Squidoo and Examiner are creating thousands of new articles daily, based on popular and obscure key words and phrases, making it all the more difficult for the traditional blogger to get noticed or to stay relevant. Facebook isn’t just a place to visit for some, it is a destination which has replaced Google search.

But, the blogosphere isn’t dead and people who want a platform (or soapbox) to speak their minds can still have one. Those once unique soapboxes are now surrounded by millions of other ones which means if you want your voice to be heard, then responding smartly – and creatively – is a must in 2011 and beyond.

You can’t do anything about Facebook or the powerful arms of online publishing companies. What you can do is maintain a style that attracts people while wearing several hats separately or at once:

Blogger – Your personality has gotten you this far and is likely to keep you relevant for months, perhaps years to come. The danger for you is taking your readers for granted, forgetting that they have many places where they can spend their time. Modifying the way you interact may be something to consider this year, perhaps inviting guest bloggers and doing likewise for their sites.

Writer – If you are an expert in your niche and a good writer to boot, there is no reason why you shouldn’t be sought out elsewhere for your skills and influence. Beyond guest blogging, you should be an in-demand writer on websites that pay you for your work. Moreover, those sites should acknowledge your personal site or blog, giving you an important backlink to go along with pay. You need help with search engine optimization like never before and can find allies to help you in your cause.

Editor – In the early days of blogging, people used to say whatever they wanted and however they wanted. You still can, but if your sentence structure is messed up or your articles are filled with typos or incorrect grammar or what you say is factually incorrect, then you have placed a huge target on your back. That target tells everyone that you don’t take your site seriously and are neglecting the editing, fact-checking and referencing other sites employ. Remember, you are not like any other blog out there. Or are you?

Publisher – Your top position is not as a blogger, rather as a publisher — so act like you own it! This means that you not only write or assign the vast majority of articles and oversee editing, voice and style, but you’re the best advocate for your site. You use the very best blogging platform out there with all of the appropriate plug-ins in place. You also have a good web host and you market your site at conventions, seminars and with friends and family members. You have a vision for your site any media company would envy, with plans to take your blog up another notch this year.

Sounds exhausting, doesn’t it? Sure, but if you want to run with the pack, you have to do what they do which takes time, money and plenty of energy. Certainly, you can blog away as always and hope for the best, but if you’re king or queen of the hill, you know that the competition is ready to dethrone you the very moment you slack off. Once dethroned, you will probably never resume your position again.

Further Musings

How to Become a Successful Entrepreneur

The 5 Components of the Writing Process

5 Minutes to a Powerful Blog Article Outline