SMB marketers: can you really afford to build your content home on rented land? To answer, ask yourself the following questions: How much of your traffic comes from social vs search and direct traffic?
Maybe we need to be reminded that social traffic is not an end in itself. "...content marketing is not about pageviews and shares: it’s about attracting prospects through content that answers the questions they have throughout their buyer’s journey in order to convert them as leads and progressively nurture them as customers. On other people’s properties, your content will miss out the compounding SEO traffic and fail to convert your potential clients."