I'm not going to deny observing the phenomenon described in this article. "The major social, discovery, and amplification platforms have reduced the value of externally-published content." Or to say the same thing another way, "The incentives for content creators is clear: make stuff for our platform. Native video. Native images. Native text posts. Don't you dare link out. Or we'll crush your reach." Now we need to understand what constitutes 'incentives' on this account: links, shares, visibility, engagement. Rand Fishkin suggests that the options are essentially limited to playing the platforms' game, trying to keep some space for oneself, or focusing on high-engagement contacts, like email followers. I would argue that the biggest change people can make is in changing where we read.
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