Hosting your own agenda advertisement as a subdomain of your company’s website is accepted convenance in the business of agreeable marketing, and for acceptable reason. You appetite an accurate amplitude to allotment and adapt all of your agreeable that allows you to allege anon to your barter and break constant with the bulletin and angel of your capital brand. However, accepting bodies to ascertain that agreeable can be a alpine order. It can be adamantine to adeptness new audiences aback they consistently charge to admission into your brand’s “home” to apprehend what you accept to say.
That’s why companies like Square, Sweetgreen, and AirBnB are publishing on the accepted association blogging belvedere Medium and bringing their agreeable to audiences that are actively gluttonous new stories. So what is Medium, exactly? A platform? A publisher? A CMS? And best importantly, is it absolutely the appropriate approach to broadcast or administer your branded content?
Like its name implies, the acknowledgment is about in the middle. Medium positions its archetypal as an online publishing belvedere and agreeable arrangement that is committed to absolution readers ascendancy and adapt their experience. Described as both “Twitter for long-form content” and a amalgam amateur in the new mural of amusing journalism, the armpit is arresting to marketers attractive to abound the readership of their content. However, some brands may still be alert about giving up ascendancy to a third-party platform.
Before you embrace Medium either as your primary administration approach or a apparatus for agreeable syndication, there are some pros and cons that you’ll charge to counterbalance adjoin your agreeable goals.
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Convenience adeptness as able-bodied be Medium’s average name. The belvedere has a congenital readership of 60 actor annual users, according to the company. Additionally, if your cast already has a absolute Twitter account, your followers on that belvedere will automatically chase you on Medium as able-bodied (given that they’re additionally Medium users). This affiliation is badly benign if you’ve invested time in accepting a Twitter afterward and lets you alpha publishing to the belvedere after accepting to body an admirers from aboveboard one.
If you’re acclimated to creating and carrying agreeable via a committed blog, this is area you’ll accept to accomplish your compromises—you aloof won’t accept as abundant ascendancy or flexibility. That’s not necessarily a beating on Medium, though; the aforementioned goes for any belvedere that’s not endemic by your brand.
There is alone one blazon of agreeable on Medium: a post. You can bury added media into it, but at the end of the day, it’s still a column and relies mainly on that antecedent analysis moment aural a user’s augment to get attention. If your cast goals are to extend the constancy of your agreeable and advance a familiar, vested absorption with readers through things like common beloved agreeable or periodically afterlight beyond assets and educational resources, a Medium column aloof isn’t the abode for them. You’ll charge a full-fledged web folio to host it as able-bodied as a website to absolute visitors to to absolutely extend the activity of your agreeable ecosystem.
Medium is one of your best bets for republishing content. You can breathe new activity into an old allotment or get the best out of a afresh appear commodity by authoritative it accessible on their platform. One adeptness accept that the downside of agreeable alliance (anywhere, not aloof on Medium) is cannibalizing your own chase rankings. Medium has already taken affliction of these considerations by including a clearing tool, an acceptation tool, and a WordPress plugin so that chase engines can actuate the aboriginal antecedent of the agreeable and basis appropriately.
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Even if your agreeable is stellar, few cast blogs are alive hubs of discussion. One of the capital factors captivation your agreeable aback could be the belvedere it’s presented on: your company’s website. It’s artlessly not area best bodies go to appoint in that way.
By contrast, Medium positions itself as a amalgam agreeable host and amusing media forum, acceptance readers to collaborate with your cast agreeable through recommendations, responses, and highlights.
One of the primary affidavit you’d appetite to broadcast or syndicate your agreeable on Medium is to bazaar your cast to a bigger admirers and booty advantage of addition admission that could allure readers to your capital site. If your agreeable is acute abundant to abduction readers’ interest, again Medium adeptness aloof advice you accomplish your goals. However, there are some big limitations to be acquainted of if you’re because Medium as the primary agent for your agreeable marketing.
If you’re acclimated to depending on advance bearing accoutrement like landing pages, gated content, or pop-ups, you’ll acquisition yourself woefully ill-equipped. One address you can still put to use, though, is a newsletter sign-up form, which is embeddable on your Medium blog posts acknowledgment to Upscribe.
Medium is abundant at breeding backlinks and adopting assurance with your readership—both of which may advice your content’s chase rankings. Beyond optimizing for a keyword, alignment your content, and crafting your descriptions, there’s not abundant added you can do on the platform. Medium does not action custom domains, and URL anatomy customization is bound as well.
Medium’s stats accommodate basal insights into your views, reads, and fans, with cartage breakdowns according to referrers and clairvoyant interests. While that advice is useful, it cannot alter the granularity of a abounding business analytics solution.
The cons of application Medium as a primary belvedere for cast publishing may assume absolutely amazing at this point, but it all depends on your brand’s specific agreeable business goals. There may appear a time aback your cast is accommodating to abandon advance bearing accoutrement and owning its own agreeable in favor of aing with Medium’s audience. Perhaps you abridgement the assets to angle up an owned-domain agreeable destination, but you’re still absorbed in exploring what allowances agreeable business can bring. In this case, Medium may act as a accessible jumping off point that gives you the adeptness to administer agreeable and advance a cast articulation afore advance in your own site.
While there is still a use case for authoritative Medium your absolute publishing platform, remember: every time addition clicks through to your accessories from a chase agent after-effects page, your cast appears as a subdomain beneath Medium. And, if the belvedere eventually goes, your agreeable will go with it. For beyond scale, action brands attractive to broadcast frequent, aerial volumes of content, you acceptable appetite to accumulate your cast advertisement aural your capital domain.
As a belvedere for agreeable syndication, on the added hand, republishing on Medium will crop you all of its allowances after any of the sacrifices: you get to abundance and abbey your agreeable on your capital website after cannibalizing its SEO, and you’ll accept admission to your admirers beyond assorted platforms.
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