So, you want to start sharing your ideas with the world (again, for some of you who quit blogging a few years ago). You’ve got expertise, insights, and maybe even a few spicy takes that people need to hear. The big question? Where should you publish your content.
For freelancers and online business owners, two main contenders stand out: Substack and a self-hosted blog.
On the surface, both seem like solid options. Substack promises an easy setup and built-in monetization tools, while a blog offers complete control and the chance to build a lasting digital presence. But there’s more to this comparison than meets the eye.
What is Substack?
Substack is a platform designed to help writers and creators publish newsletters and build an audience. It takes care of the technical setup (like hosting and payments), so you can focus on what you do best: writing. Part of the draw for people is the thought that the platform will “do the marketing” for you because of all of the reach, and business owners don’t want to have to market.
Many Substack creators will offer both free and paid subscriptions, turning their email lists into a steady income stream.
But to be clear, it’s not a substitute for your blog or your email list, it’s something separate.
Here’s how Substack works:
- Create a newsletter: You can start for free and begin publishing content immediately.
- Grow your subscriber base: Readers can subscribe to your newsletter, and you can offer paid content as well.
- Monetize: Substack allows creators to charge for subscriptions, and it handles payment processing for you.
This simplicity is a major draw for freelancers and solopreneurs who want a quick way to start sharing content without dealing with the tech side of things. High-profile creators have built large audiences using Substack, proving that it can be a powerful tool for content distribution. For example:
Ken Klippenstein Substack
Ken Klippenstein, known for his investigative journalism and sharp political commentary, has built a large following on Substack by consistently publishing in-depth, well-researched pieces. His Substack acts as both a news outlet and a direct communication channel with his audience. Interestingly, Ken does not rely heavily on a separate website; his Substack is the primary hub for his content.
Alex Berenson Substack
Alex Berenson uses his Substack to publish controversial takes on current events and public policies. His platform has garnered significant attention due to his unfiltered approach and frequent updates. Alex does have a. (semi-outdated) website, in addition to his Substack.
Emily Ley Substack
Emily Ley, a successful entrepreneur and founder of the Simplified brand, uses Substack to share insights on business, life, and personal growth. What makes her approach unique is that she already has an established website and brand outside of Substack. Her main website serves as the central hub for her products and services, while her Substack offers a more personal, behind-the-scenes look at her journey.
This dual strategy allows her to leverage the built-in audience of Substack while driving traffic back to her primary site and online store. have built large audiences using Substack, proving that it can be a powerful tool for content distribution. I like Emily’s approach since this is more personal insights, but I think it could still live on the Simplified website if she wanted. She has the following that she could also even host it on her own Emily Ley website, too.
Why Choose A Blog?
Unlike Substack, where your content lives on someone else’s domain, a blog allows you to build your own ecosystem, where you have FULL control.
Some benefits of using the blog on your website:
- Positioning & Branding: When you have your own blog, you’re not just another writer on someone else’s platform. You’re building a brand. This is crucial for freelancers and online business owners who want to be seen as credible experts. Your website becomes your digital HQ—a place where potential clients can learn about your services, read your content, and get in touch.
- Lead Generation & Automation: Unlike Substack, where lead generation is limited to subscriber sign-ups, a blog allows you to create lead magnets (freebies in exchange for email addresses), automate email sequences, and guide visitors through a sales funnel. You can also track user’s journeys throughout your site to see if they are going to your sales pages and other posts. (But yes, you can also get email subs from Substack or use Zapier, etc.)
- Monetization Flexibility: With a blog, you can monetize in multiple ways: ads, sponsored posts, affiliate marketing, online courses, and more. And since you own the platform, there are no revenue-sharing fees.
As a business owner, if you already have a website, why did you spend your money, time, and energy on a website, to now point people to Substack? Make it make sense.
Notifications on Your Own Blog
One functionality people really love about Substack is that it pushes out the blog post to the subscribers automatically. Well, good news: you can do this on your own blog, too!
- Notification plugins
- RSS notification plugins
- Or, you can use your email marketing provider to setup RSS emails
Don’t switch to Substack for a functionality that already exists on your website 🙂
Substack SEO vs Blog SEO
Let’s talk SEO, because this is where blogs really shine. And I love SEO, obviously.
Substack SEO: Yes, Substack newsletters are indexed by search engines, meaning people can find your content on Google. However, your content helps Substack’s domain authority more than it helps yours. You’re essentially building equity for Substack, not just yourself.
Blog SEO: When you publish on your own site, every post strengthens your domain authority. Over time, your site becomes a trusted resource in your niche, leading to more organic traffic and higher search rankings.
You can also check out my SEO and blogging trainings below:

Can’t I Just Do Both Substack and a Blog?
Yes! In fact, many successful creators use both platforms strategically. Here’s how:
- Use Substack to grow your email list quickly: Its built-in network can help you reach a wider audience faster, and get in front of new people.
- Use Substack for more personal insights: Like Emily, if you want to use Substack for more personal insights without having to setup a whole website, that’s an option. This is also good if you want to write about things outside your niche and not put it on your blog.
- Use Substack to post archives of your newsletter: This is one way business owners are utilizing Substack; it allows you to have the archives public without clogging up your blog.
- Use your blog for SEO and long-term growth: Direct your Substack subscribers to your blog, where they can find more evergreen content and resources. Keep ALL business content on your website, instead of sharing it on Substack.
🚨 IMPORTANT: Do not duplicate posts between Substack and your blog. You don’t want duplicate content out there to confuse Google.
By combining the strengths of both platforms, you get the best of both worlds: immediate engagement from your newsletter and lasting traffic from your blog.
Conclusion: Build a Platform That Works for You
At the end of the day, the right platform depends on your goals (duh).
People are attracted to the exposure that the platform provides, that makes sense. But, once business owners want to eventually grow or move off the platform, it’s not as easy (or fun) to do. Build on your own website where you control and influence everything.
If you want a quick, easy way to start sharing content and monetizing, Substack is a solid choice. But if you’re playing the long game and want to build a platform that works for you 24/7, blogging on your own site is the way to go.
Ready to build a platform that doesn’t just look good but positions you as an authority in your field? Start with a blog that brings in traffic, leads, and clients—on autopilot.