Your Website is the Sun; Your World Revolves Around It

We’ve spent years hearing about the "next big thing." Depending on how long you’ve been around, you’ve seen this cycle many times.  The more recent version was the TikTok gold rush. Now, it’s the ChatGPT revolution. After Apple integrates Gemini into Siri, it could become Gemini.  For many business owners and marketers with too many tasks and not enough time, the instinct is to roll their eyes. You might think, "My customers aren't watching dance challenges on TikTok, so why should I care?"

It’s a fair question, but it misses a crucial shift in how the internet actually works in 2026.

Marketing is no longer just about where your customers hang out; it’s about where the AI hangs out.  That means content, content, content.

The Secret Life of LLMs

Whether it’s ChatGPT, Gemini, Perplexity, or GensPark, Large Language Models (LLMs) don’t just "know" things. They feed on data. Specifically, they feed on data partnerships.

Think of it this way:

• Company A has a superior product, better prices, and glowing reviews, but they only post updates on their private newsletter, never on their blog and sometimes on Facebook.

• Company B has a mediocre product, but they consistently post tips and insights on TikTok, Reddit, etc.  You get the idea.

  
  

If ChatGPT has a data-sharing deal with TikTok or Reddit (and depending on the AI platform, they all do), guess what company is going to get the recommendation when a potential customer asks for a service or product like yours?

Poof. Company A disappears. Even though you’re better, you’re invisible to the machine. By ignoring "irrelevant" platforms, you’ve effectively handed your market share to your competitor on a silver platter. Morale: Don't be Company A.

The "Hub and Spoke" Strategy

So, how do you win without losing your mind trying to manage ten different apps? You follow the Single Source of Truth model.

1. The Hub: Your Website

Everything starts here. Your data, your insights, and your product info should live on your domain first. This is the only digital real estate you actually own. It’s your anchor for SEO and the definitive record of your brand.

2. The Spokes: Social Distribution

Once the content is on your site, you blast it out to the "spokes"—TikTok, LinkedIn, Reddit, Google Business Profile, Facebook, or X, etc.

You aren't just posting for the "likes." You are posting to create a digital trail that AI models can pick up. You are making sure that when an LLM goes looking for an answer, it finds you in as many places as possible.

Marketing is a Multi-Platform Content Game

Even if your ideal customer never spends a second on TikTok, the search engine or AI tool they use does.

In the modern landscape, being "everywhere" isn't about vanity; it’s about data survival. If you aren't feeding the models, your competitors, who are more than happy to provide the "snack”, will take your place in the recommendation engine.

The takeaway? Build your house on your own land (your website), then open as many windows as possible (social channels) so the world and the AI can see inside. Revised. February 4, 2026