Publishing thought leadership content on owned properties allows for complete control, the easiest monetization, but also limited reach and high maintenance. Long-term lease sites offer excellent audience growth, short-form content opportunities, direct conversations, and organic content creation, but come with a risk of losing control over or access to content, and being in an absolute cesspool. Vacation rentals provide outreach beyond potential customers, social proof from established platforms, but involve cumbersome selection processes, editorial guidelines constraints, and platform ownership of content. Diversifying across these types of publication properties can help build a robust thought leadership portfolio.