Relying solely on social media to host your health content is risky long-term. Here's why you should own your online health content and how to do it.
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Many content creators feel right at home on sites like Instagram, Facebook, LinkedIn, Medium, and YouTube. Over time, meaningful connections have been formed, community has been built, and content has been developed.
You already know the health content you create is one of your most significant assets. It’s your prized possession. And social media sites provide an appealing offer — global sharing on recognizable platforms.
But here’s what no one’s admitting loudly: Relying solely on borrowed spaces — because that’s what those social media sites are — can leave you, as a content creator, dangerously exposed over the long run.
When “free” comes with a price
See, those social media sites weren't built for your benefit. They’re built to serve themselves. Gated platforms where only certain things thrive based on their ever-changing algorithms.
Understandably, they offer large existing audiences. However, think about how their constant algorithm updates, restrictive policies, and other uncertainties can limit you as a content creator.
These sites might suddenly put your content behind a paywall or make changes to make sure their consumers remain on their platform. Your hard work ends up at the mercy of their rules.
You put your all into creating content only to have it suddenly vanish from your followers’ feeds without explanation or recourse. Your account could get deleted anytime, instantly losing all your followers. Social media platforms can fail, deleting all your content overnight. Rules change frequently, forcing you to post only content that’s allowed.
You’ve likely heard of content creators getting blocked from accessing their accounts on social media sites. The internet has many examples of frustrating situations out of creators’ hands because they don’t own their online space.
Owning your online health content: What it means and why it matters
Owning your online health content means having it on your website where you can control it. Unlike social media, you make all the decisions about your website. This protects the personal or business reputation you have built.
Your website should be your content's home.
Of course, we all use sites like LinkedIn, Instagram, Facebook, Medium, etc., to expand our reach and grow our brand. But it's risky to keep ALL your content there long-term.
Relying entirely on their fleeting visibility puts your brand at their mercy. When your audience only knows you through a third party, you usually end up promoting that third party more than your brand.
When your writing lives on your website instead of someone else’s platform, you get to choose what you post without worrying about violating some social media rules or potentially getting blocked.
You decide how to grow your audience, make money, and showcase your skills using your content. As a bonus, you can also build a list of email subscribers who will follow you regardless of platform unpredictability.
How to own your online health content
This whole "owning your site" thing sounds like a ton of work, not to mention the expense of getting your domain, hosting, and building a website.
But, starting that foundation to control your corner of the web is a clever long-term play for your brand.
Here’s how to do it:
Claim your domain
The first step is purchasing a domain and hosting service to create a website. Shop around for a web hosting provider that offers domains and enough server storage and bandwidth for your needs.
Your website doesn't need to be elaborate right away. Consider starting with something simple. Then migrate written posts from other platforms to your website.
Create original content
With your website established, prioritize publishing new content directly to your domain. This trains followers to visit your space as the go-to hub for your latest offerings. Use your social accounts to promote what’s new on your site.
If creating health content for your website seems overwhelming, My Step-by-Step Health Writing Guide for Beginners walks you through launching your efforts from square one.
Expand ownership over time
As you build an audience, gradually expand into owning other tools. For example, you may create an email newsletter, paid online courses, etc.
The process doesn't have to be overly complex or break the bank. Take it step-by-step rather than trying to do everything at once. The benefits are well worth the effort.
It’s a wrap!
Owning your online health content allows you to control your messaging. Social media platforms may come and go, but your independent website stands on your terms. Start by claiming your domain.
Then, slowly develop original offerings and community in a space you control. The long-term rewards outweigh any early growing pains.
Need help building online health content that you own?
With my background as a nurse and health writer, I deliver content that commands attention.
Let The Write RN craft content that transforms casual visitors into engaged subscribers.
Contact me to discuss how custom health and medical personal finance content can help you reach your goal.