1. Host articles in your blog site and keep it active The blog is your content home base. Readers may access your blog post from myriad channels—social media, comment thread, backlinks, search—but they should all end up in a blog site. Don’t host your articles in external sites—for example, Tumblr, LinkedIn, or Facebook—because you don’t own these platforms, and you can lose your materials once these sites fold up or close your account. Instead, register your own domain and have it hosted on a paid server. There are three critical advantages for this: What about free blog platforms? They’re good at increasing your audience reach, but, again, you don’t own the site so you risk losing everything one day. Instead, use these third-party sites as complementary platforms—for instance, posting a synopsis or shorthand version of the full-text article in your blog. Same thing with your social media pages: post teasers, tweets, and backlinks in these channels to drive traffic to your blog. 2. Talk about topics, not your book Learn from content marketing experts: HubSpot and Content Marketing Institute are two top experts in inbound marketing (getting traffic from content instead of ads). When you check their websites, they talk…