Digital Tenancy

A common error content owners make is to think they own the space they are in fact renting.

The digital world has normalised “renting” space on platforms we don’t own, primarily due to the sheer pace of technological change. While this approach delivers reach, it also brings risks, hitting businesses and influencers head-on.

I often compare it to building a house on someone else’s land. It makes you vulnerable. Your online landlord can change the rules at any time, leaving you exposed. We’re seeing this play out with many of the large platforms whether the platform itself is at risk (TikTok) or Google change their algorithms (Core updates / SRA) or Apple block infostructure (ITP and Private Rely). These external pressures can change your future overnight if you depend on them. ?

More recently publishers have encountered shopper content concerns when building content solutions based on Google’s requirements. The mechanics of digital commerce require integration with search algorithms, marketplaces, and other non-owned technologies. These dependencies introduce risks and a clear lack of direct influence over critical touchpoints like Google search.

The recent Google site reputational abuse updates in May and November have significantly disrupted businesses that thrived on EEAT (Expertise, Experience, Authoritativeness, and Trustworthiness) to rank in SEO, causing severe negative impacts. Those who had built strategies around Google's previous frameworks have found themselves needing to pivot quickly to maintain visibility and relevance. Navigating these challenges requires constant adaptation.

More than ever, success hinges on audience engagement and loyalty. Owning that direct relationship provides long-term stability, while over-reliance on intermediaries introduces significant vulnerability. Brands must meet their audiences where they are, embedding messaging through curated storytelling tailored to each environment. Never before have content owners had such a powerful opportunity to craft and distribute content across multiple platforms, maximising reach while seamlessly integrating a brand’s message.

To maximise engagement, you must leverage your omni-audience. For instance, you might begin with an in-depth print explainer on home improvement, extend it online with ‘how-to’ guides and before-and-after visuals, and then engage TikTok and YouTube audiences with vox pops asking whether they could live without a cordless vacuum, all seamlessly linking to a brand like SharkNinja. This multi-channel storytelling enhances audience interaction while embedding brand narratives organically within the content experience.

Whether you're a tenant or a digital landowner, your audience is the key to success. Relying solely on platforms means building on borrowed land, which comes with inherent risks. If you want to create something truly valuable and sustainable you need to own your foundation, not just rent the space.