Stop Chasing Social Media Algorithms. Own Your Content.
As small business owners, we’re bombarded with messages that social media is the ultimate marketing solution. But here’s the hard truth:
You don’t own your social media presence.
You’re building on borrowed land, playing by constantly changing rules, and competing with countless others for a sliver of attention. It’s time to break free.
I’m Hazel Quimpo, founder of The Clever, and I’m here to show you a better path: owning your content. It’s the key to sustainable growth and true connection with your audience.
The Hidden Costs of Your Addiction to Social Media Algorithm Changes
Every minute you spend obsessing over post timing, hashtags, and engagement rates is a minute you’re not investing in what truly matters — your business and your customers.
You’re pouring resources into platforms that don’t share your goals. They’re designed to keep users scrolling and serve ads — not to ensure your business thrives.
One algorithm update could obliterate your visibility overnight. All that hard work — gone in an instant.
The Power of Content Ownership
The Internet’s Not What It Used to Be
As the internet was growing, blogs were the backbone of content. It was default to “own your content.” It was messy, sure, but it was ours.
Fast forward to today. The digital landscape’s turned into an overcrowded megalopolis in a jungle, dominated by a handful of tech giants. Your carefully crafted posts disappear into the void, buried by algorithms favoring shallow trends and pay-to-play content.
This isn’t the end. It’s your cue to reclaim your digital turf.
AI: The Content Cannibal
Artificial Intelligence is reshaping the content game. AI-generated articles are flooding the web, creating a sea of mediocre, cookie-cutter content. But here’s the opportunity: as AI starts eating its own tail, regurgitating and remixing existing content, there’s a growing hunger for authentic, human-crafted material – whether written or video.
Your unique voice, experiences, and insights? They’re more valuable than ever.
The Rise of Owned Platforms
Tools like Beehiiv, Flodesk, and Kit (formerly ConvertKit) aren’t just for newsletters anymore. They’re evolving into full-fledged publishing platforms, complete with blogging capabilities.
But let’s talk websites. You don’t need a fancy, custom-coded masterpiece. A simple, clean site is your digital home base. It’s the most straightforward way to truly own your content. No algorithm changes, no “pivot to video” mandates, no sudden platform shutdowns. Just your words, your way.
The beauty of this is as you participate in communities and social media, you’ll always have some content in your back pocket to share when relevant topics arise.
The Power of Findable Content
As social media becomes increasingly pay-to-play, there’s a renewed appetite for discoverable, valuable content. SEO isn’t dead; it’s more important than ever. By creating content that answers real questions and solves genuine problems, you’re not just building an audience. You’re creating a resource that brings value long after you hit “publish.”
Your Move
The internet’s changed, but the game isn’t over. It’s just beginning. By focusing on owned content — your website, your email list, your authentic voice — you’re not just future-proofing your online presence. You’re reclaiming the spirit of what made the internet great in the first place.
It’s time to stake your claim in the digital world. No more building on rented land. Create content you own, on platforms you control. Your future self will thank you.
Your Content Ownership Action Plan
- Create cornerstone content that solves your customers’ most pressing problems. Make it so valuable they can’t help but share it.
- Publish on your website first. Whether it’s in-depth blog posts, engaging videos, or insightful podcasts — make your site the go-to resource in your niche.
- Build your email list like your business depends on it (because it does). Offer irresistible lead magnets that provide immediate value to your visitors.
- Use social media with intention. Be social. Share authentically, repurpose the content you’ve created there, don’t rely on social for just direct business growth and things will change for you.
- Optimize for search engines — but write for humans first. Make it effortless for customers to find you when they need you most.
- Nurture your audience consistently. Show up in their inbox with insights, stories, and offers that genuinely improve their lives or businesses.
