Where to Publish Your Content: The Pros and Cons

Susanna Gebauer offers these pointers on what to think about in deciding between publishing on your own blog or elsewhere:

"Are you looking for quick publicity for a [short-term] project, or do you really want to build something that lasts and grows?...Your own blog gives you the opportunity to publish anything you like on your own site. It’s a hub for all your content. It does not necessarily and always have to be a sophisticated article, [but] it can be an announcement for an event, a short review of a past experience or even a very promotional piece about what you are really doing...[K]eep in mind what your target audience wants...Your blog is as much a portfolio for yourself or your organisation [sic] as it is a publishing opportunity. Just imagine someone searching on Google for your company and finding your content segmented through various outlets like LinkedIn, Medium and elsewhere without a central place to find it...The advantage of using established outlets is that they give you an existing audience. You can get attention to your own purposes via the content, the bio and links therein. In addition these links can help your SEO...If you already have a large following in social media it might be worth the effort...An audience needs to be built whether it is on social media or your website...Social Media audiences do not come for free...[S]tart with a combination of your own blog and posting to an established audience in other outlets...For [short-term] projects where you do not aim to build an audience which you can grow and reuse over a longer period of time, it might be an option to just go for guest posting and not using your own blog...For everyone else who is rather looking to build a community and lasting success an own blog should be included in your efforts."