The Biggest Mistake Authors Make with Their Content

Most authors think that the biggest problem that they have is not creating enough content, but in my experience, that’s actually not the issue. The real problem is where your content is living, because if you’re putting all of your time, energy, and creativity into platforms that you don’t own, you’re building something that could disappear overnight.

This episode is the start of a new series I’m doing this month called Don’t Build On Borrowed Land, Smarter Content Strategies for Authors. And today we’re gonna talk about the biggest mistake that I see over and over again: building your content on borrowed platforms instead of owned assets.

What is “Borrowed Land”?

So when I say “borrowed land”, I’m talking about platforms like social media, newer platforms like Substack, anything you don’t control: the platform, the algorithm, or the access to your audience. These platforms can be incredibly helpful, but they can never be your foundation.

I’ve had a website and a blog since 2007, that’s years of content, SEO, and traffic that I still benefit from today. And I’ve also seen platforms come and go. Algorithms change, reach, disappear. And every time that happens, the people who build everything on those platforms are the ones who are left scrambling.

Content Ownership Matters

So, here’s what happens when you build on borrowed land. You don’t own your audience. You can’t control who sees your content, and your reach can drop overnight, and all that hard work doesn’t compound the way it should. You’re constantly starting over instead of building something that grows over time.

Visibility does not equal ownership. Just because people see your content doesn’t mean you actually have access to your audience. Instead of building something or everything on borrowed platforms, you want to think in terms of ownership. That means having a website that serves as your home base, building an email list that you actually control. Creating content that lives somewhere permanent; platforms should support your message, not store it.

Building Ownership of Your Content

So think about it like this: social media and platforms are like renting a space. Your website and your email list – you own that property, and if you’ve poured time, energy, or money into something, you want it to build it somewhere that lasts. So, over the next few episodes, we’re gonna talk about what you should actually be building and owning; how platforms like Substack fit into this without taking over your strategy. And how to create a simple content system that actually works long-term.

And if you’re listening to this and realizing, I don’t really have a system in place like this, or I’ve been putting all my efforts into platforms, I have created something special just for you. It is called the Author’s Content Ecosystem: How to Stop Building on Borrowed Land. It walks you exactly through how to set up a simple, sustainable content system that actually works long term. I call it content repurposing 101, and you can pick it up at https://alyssaavantandcompany.com/author/.

So the goal isn’t to stop building platforms or using platforms. It is to use them wisely while you build something that you actually own. Because the content you’re creating right now, it should be working for you for years to come. I hope you will enjoy this series, and thank you for listening.

If you’d like support in building a simple, sustainable marketing system for your book or your business, you can connect with me.