Many authors choose the indie publishing route for its creative and commercial freedom and control, but this method also comes with enticing third-party platforms offering reach and visibility—ranging from publishing platforms like Amazon to social media giants such as Meta and TikTok.

However, complete reliance on these third-party platforms poses significant risks. Anyone who has ever had a book delisted or an account blocked can attest to the volatility and uncertainty inherent in trusting external companies.

“If you’re not building your own media platforms in 2025, you are begging for algorithms to take your entire business away from you at any minute. Even if you own the entire chain of custody of your customer data from end to end, it’s getting harder and harder every year for the independent creator. Without building your own platform, it’s going to become impossible.” — Russell Nohelty, ALLi advisor.

In our April 2025 issue, we explored direct sales as one core aspect of "building on your own land." In this article, we'll delve into another crucial pillar: owning the relationship with your readers.

For Beginning Authors: Build the Foundation

Establishing an email list remains the single most critical step in reducing dependence on third-party platforms—a timeless piece of indie author advice.

Owning your email list protects you from the disruptions caused by ever-changing algorithms or devastating platform bans. Specialized email marketing tools such as Mailchimp, MailerLite, Kit, or MailPoet significantly reduce these risks, allowing you full control of subscriber data and easy platform migration.

These tools also offer additional advantages, including:

  • Professional email templates and analytics
  • Automated workflows to simplify subscriber interaction
  • Compliance with data regulation (GDPR, CAN-SPAM Act)
  • Segmented unsubscribe features that help maintain more precise connections with your audience

Additionally, establishing a professional author website provides a stable foundation independent from social media algorithms. Benefits of maintaining a robust author website include:

  • One-stop resource: Centralized content for books, blog posts, news, and contact information.
  • Audience Building: Enabling easy newsletter sign-up.
  • Searchability: Enhanced discoverability through SEO.
  • Professionalism: Elevates your credibility and author brand.

For Emerging Authors: Think More Broadly

Once you’ve established core digital assets (email list, website), evaluate your presence on external platforms critically. Selling books directly through your own website allows you full earnings retention and direct access to customer data.

Consider your content, too: with the popularity of platforms like Medium, Patreon, and Substack, authors often move their written pieces away from personal sites. Yet, hosting content on your website delivers powerful monetization and audience-building opportunities. You can fully own email subscription signups, offer exclusive discounts, and encourage additional purchases without splitting revenue or relinquishing control over audience insights.

ALLi Director Orna Ross notes her positive experience transitioning away from Patreon to hosting her reader-member offerings directly: "Moving to my own website allowed me to have more control and build a more direct relationship, without a third party in between. Plus, all the revenue, minus a small transaction fee, stays with me."

Pro Tip: Avoid duplicating content across your website and third-party platforms. Doing so splits your visibility and risks search engine penalties.

For Experienced Authors: Explore Discoverability

Experienced indie authors balance discoverability on third-party platforms and ownership of reader relationships on their own sites. Treat platforms like Amazon, Kobo, Apple, Patreon, Substack, and Kickstarter primarily as discovery tools, while driving actual sales and long-term reader engagement back to your author website.

"I now think of all third parties as discovery platforms, encouraging readers over to my own website for the sales action," says Orna Ross.

Think creatively: extend the notion of "building your own land" into the physical world as well. ALLi advisor Anna Featherstone proposes unique ideas for visibility beyond virtual realms:

"The concept of building on your own author land extends beyond the online world. You could showcase your book covers on T-shirts, earrings, tote bags, or even removable magnetic signs on your car to attract real-world attention."

Building independence is evolutionary—begin with a website and mailing list, expand through content strategies, and ultimately leveraging third-party platforms strategically to funnel readers back to your owned platforms.

This progressive approach requires setup and adaptability over time. Ultimately, though, it’s the safest, most sustainable, and most rewarding path indie authors can take.

Further Resources from ALLi

Matty Dalrymple, ALLi Campaigns Manager

The Alliance of Independent Authors (ALLi) is a global membership association committed to self-publishing excellence and advocacy. For more, visit www.allianceindependentauthors.org.

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