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3 Reasons Why Medium Matters to Marketers

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Content marketers, we have one word for you: Medium.

That’s Medium with a capital M–the platform/publisher hybrid that’s making big, beautiful waves on the Web. Since its launch in 2012, Medium has evolved from an ambiguous, blog-ish website to a carefully curated online magazine that’s chock-full of interesting ideas, stories, and even visual content.

The best part? The site sorts posts based on topic rather than author or date, and it rewards them based on readability. That means Medium basically finds your audience for you–so it’s a fantastic way to gain followers.

Oh, and did we mention it’s completely free?

If you’re looking to improve your content marketing strategy, Medium is the perfect place to experiment. You won’t waste any money, and thanks to Medium’s audience-building analytics and extremely easy-to-use interface, you won’t waste much time or energy, either.

Below, we’ve listed the top three ways you can leverage Medium for your own marketing efforts.

1. Use Medium to Republish your Current Content

The easiest way to use Medium to market your business is by reposting your current content on the site. By introducing it to a wider audience, you have the opportunity to garner greater awareness and attract new followers. Plus, since those new followers clearly resonate with your content, they’ll be more qualified leads than those you could get from a search engine alone.

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But be sure to republish only posts that are relevant to the audience you want to attract. Since Medium prides itself on generating high-quality reading material, your content will never be promoted well if it’s considered too self-serving or sales-y.

Similarly, try to stick to reposting pieces with a long shelf life. Because Medium doesn’t sort posts chronologically, those that are pertinent to a specific timeline will fall flat.

You can also consider republishing excerpts of posts, rather than the entire piece. As long as it can stand alone and still make sense, a passage from a post can serve as a nice little teaser to send visitors back to your site.

2. Use Medium to Create New Content

Of course, you can also generate entirely new content on Medium. You can either write individual posts that are tagged under various topics or (what we recommend) create your own “collection” to represent your brand in a more cohesive way.

If you have a large quantity of content or are planning on using Medium as more than a sporadic post-booster, you can build what Medium calls a “collection” of articles centered on a similar idea. You can form your collection around your company or a specific topic or theme you believe in. By crafting interesting pieces grouped around a certain idea, you can engage a targeted audience and establish yourself as an expert in that field.

And you don’t have to limit yourself to text alone–Medium is also an excellent venue for visual content, like the collection I Love Charts. To shake things up, you can publish comics, illustrations, and infographics on the site. These images can be a welcome break from lengthier, more abstract posts.

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3. Use Medium to Link Back to Your Website

The third main way to leverage Medium is to shepherd readers back to your website or blog. If you’re using Medium for marketing purposes, you must make sure visitors know where to find you on your own turf–and including linked call-to-actions (CTAs) is the easiest way to do that.

You can include links throughout your post, but you should always place at least one CTA at the end as well; that’s where your readers will be expecting it. And your CTA doesn’t have to be just a referral to your site–it can also encourage readers to follow you on social media, subscribe to your email list, or try your product or service.

Whatever type of CTA you use, be sure to incorporate it seamlessly. If readers sense that they’re being sold to, they’ll check out–and possibly discredit all the wisdom you’ve just imparted to them.

Who Already Uses Medium (and Who Else Should Too)

Though it hasn’t quite taken off as a marketing method yet, Medium is already being capitalized by a few big brands.

BMW paved the way with Re:form, a Medium collection of stories centered on design. Launched in July, Re:form represented the first sponsored collection on the site. BMW’s sponsorship lasted six months and included a tagline (“Presented by BMW”) at the top of the collection, brand-specific articles throughout it, and brand-specific videos at the bottom of each article. The campaign was intended to emphasize the design aspect of BMW’s new 4 Series Gran Coupe in a way that focused on storytelling rather than traditional advertising.

In December, Marriott followed suit by introducing the collection Gone, a series of travel stories sponsored by the hotel chain. The launch, part of a creative campaign including Snapchat and YouTube initiatives, was meant to feature the Marriott culture in a fresh way and nurture brand evangelists.

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Other brands that have published on Medium include General Electric, UNICEF, O’Reilly Media, Penguin Random House, and Tesla Motors.

Wondering whether Medium is right for you? Here are the individuals and brands that can benefit most from Medium:

  • Those new to blogging
  • Those who don’t already have a large following
  • Anyone looking to establish their reputation, expand their reach, and draw more qualified leads

With 17 million unique visitors each month and an emphasis on quality content, Medium offers a marvelous new way to market to a tailored, built-in audience.

Intrigued by Medium, but not sure where to start? 9 Clouds can help you generate the quality content you need to post on Medium. Click the button below to learn more about our content marketing services.

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If you want to learn more about using Medium for your marketing efforts, check out KISSmetric’s Marketer’s Guide to Medium or Medium’s own Complete Guide to Medium for Marketers.

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