Many people believe that to exist on the Internet and have an effective digital presence, you need to create a huge variety of different things. In reality, you only truly need one main resilient channel (one that you own the rights to, and to a certain extent, the content, format, and structure) that brings together all your work, generates backlinks, and presents all your creations in their best possible form.

Everything else can — and should — be delegated to specialized external platforms. On each of these platforms, you simply post the version of your content that is most suitable for that specific environment, using layering/superposition (see here my thesis on the interweaving of evolutionary systems).

The whole system should feel coherent and take full advantage of the immense free resources available today on the internet: nobody is asking you to have terabytes of personal storage on your own server. Want to share videos? Just create a YouTube channel. Need a nice storefront for your business? Use Instagram. Each platform has its own strengths and should simply serve as acquisition channels that eventually redirect traffic to your real home base — whether that’s your website, online store, portfolio, blog… it doesn’t really matter.

An interesting approach is to introduce granularity across the different media you use: give a little more information on one platform, more visual content on another, etc. This creates fresh interest and multiplies the perceived value of your overall work. Even people who follow you through one acquisition channel can discover added value on another.

Of course, this requires truly adapting the content to each specific platform: image sizes, titles, tone, depth of content, links, aspects you choose to reveal more (or less) on one network compared to another… But — and this is key — all of this while recycling the same core content you produce. You’re not creating entirely different content for each platform; you’re simply adapting it.

At the same time, you must avoid becoming dependent on a single mode of expression. This brings us to the second pillar of the strategy: redundancy.

Redundancy makes your work more visible and, paradoxically, more complementary across platforms. However, you have to genuinely serve the needs and format of each platform — otherwise you risk spamming your own content and diluting the power of your message.

It’s a delicate balance between resilience and overall visibility. In most cases, four to five platforms are enough to carry out your entire online communication strategy.

This system actually requires very little ongoing maintenance — especially if you set it up properly from the beginning. After that, you can focus almost entirely on creation. A handful of posts and a few strategic adjustments are usually enough to broadcast everything across the internet in one go.

SEO remains crucial, even with the arrival of AI and LLMs. Those models are still just automated content retrieval systems that rely on existing resources. The recipe is simple: write titles and descriptions that accurately represent your content, rename your images before uploading them to include exactly what they show, add relevant links to your other platforms (especially on high-authority sites like LinkedIn, Medium, or your own website), produce high-quality content that truly serves your specific niche, and stay relatively consistent and regular.

Communication must have a purpose. If you know exactly why you are posting content online, the whole curation process — and even your creation process — becomes much easier and more coherent. The goal is not to create content just to please the internet and its users. The goal is to make your online presence intentional, not the accidental result of a personal account that suddenly became visible.

That last scenario is actually one of the worst things that can happen: people quickly put you in a very specific box, you become dependent on it, and eventually you start resenting the demand you never originally asked for.

My personal advice is therefore very clear: Be visible, but for the right reasons, in a context where you maintain control and leverage over your visibility and your creations online — and stay fully aware of what kinds of compromises you are (and are not) willing to accept.