Publishing content at your own website gives you control over the content, and hopefully also more direct traffic. User activities and conversions happen at your “home”. This provide valuable data when analyzing what works and what should be adjusted in the content strategy to reach your goals: What kind of content should be produced? Is the content useful to the target audience? What distribution channels reach the target audience? Does the content stand out, is it noticed? Do you achieve the desired action? How to keep your content up to date? And much more.