Medium.com is a powerful platform for writers and content creators who seek to share ideas, engage with readers, and earn a bit of money. For B2B thought leaders and marketers, Medium provides an opportunity to cross-promote content, boost brand awareness, establish credibility, and reach new audiences. For individuals, Medium enables authors to post content without having to maintain a personal or professional website. With more than 100 million users and 700,000 paid subscribers, Medium provides a unique opportunity to share content with a vast audience.
What is Medium?
Launched in 2012, the free blogging platform was created by Twitter co-founder Evan Williams. The platform describes itself as “a home for human stories and ideas [where] anyone can share insightful perspectives, useful knowledge, and life wisdom with the world—without building a mailing list or a following first.”
As a social journalism site, Medium makes it possible for anyone to write and publish short- and long-form content. Authors just need a free Medium account to get started—there is no vetting process in place. Still, articles must adhere to Medium’s content guidelines. While there’s no fee to post content, free accounts can access only three articles each month. Memberships are available for as little as $5 per month.
Writers can post individual blogs or articles, write for Medium-based publications (collections of stories about a common theme), or create their own publications within the platform. Authors can choose to make their content available at no charge or can opt to put it behind a paywall to monetize their material. Members of the Medium Partner Program are paid based on the time paying subscribers spend reading their posts.
10 Reasons to Leverage Media for Thought Leadership Marketing
Creating a content stream on Medium has numerous benefits, including:
1. Extensive Audience Reach
Medium boasts a vast and diverse user base, providing an excellent opportunity to reach a broader audience. The platform’s recommendation algorithms help content get discovered by users who might not have encountered your company or content otherwise. Medium offers a valuable way for authors and marketers to diversify communication channels because Google indexes all Medium content.
2. SEO Advantages
Content published on Medium benefits from the platform’s high domain authority, which ranks well in search engine results. When authors embed links, it can drive organic traffic to corporate and other sites, boosting link-building strategies and enhancing SEO.
3. User-Friendly Interface
Medium’s simple interface makes it easy to publish and manage content. The platform supports various media types, allowing authors to create rich, engaging posts that include images, videos, and other embedded content.
4. Thought Leadership Visibility and Credibility
Publishing well-researched and insightful articles on Medium can establish individuals and companies as thought leaders in their industries. This credibility can attract potential clients and partners who are looking for expertise in your field. Publishing on Medium also builds brand awareness by engaging readers with valuable (not sales-focused) material.
5. Engagement and Interaction
Medium encourages reader engagement through comments and claps (the site’s equivalent of likes). This interactive environment fosters discussions and provides valuable feedback from audiences, enabling authors to interact directly with readers.
6. Networking Opportunities
Medium is home to many industry leaders and influencers. By publishing content on the platform, authors can connect with like-minded professionals, engage in meaningful conversations, and build meaningful relationships. Medium also creates opportunities for inviting industry influencers to collaborate on content.
7. Robust Analytics
Medium provides built-in analytics that offer insights into how content is performing. Authors can track views, reads, and other engagement metrics to understand what resonates with target audiences, helping them to refine content strategies accordingly.
8. Cross-Promotion Capabilities
Medium allows you to link back to your website, blog, or social media profiles in your articles. This cross-promotion can drive traffic to your other digital assets, enhancing your overall online presence. Keep in mind that there are strict policies about duplicate content. When posting content that was published elsewhere—in a trade publication or on a corporate blog, for example—it is essential to include a link to the original source of the material.
9. Monetization Opportunities
Medium’s Partner Program offers opportunities for writers to earn money based on the engagement their content receives. While this may not be the primary goal for B2B organizations, it can be a bonus for producing high-quality content. While most writers don’t earn a meaningful income via the platform, top earners have made as much as $30,000 per month.
10. Community Support and Resources
Medium has an active community of writers and readers who share tips, feedback, and support. This community aspect can be particularly beneficial for honing your writing skills and staying current on the latest industry and platform trends.
Amplify Your Content Marketing Strategy
Publishing content on Medium can be a valuable strategy for thought leaders and B2B marketers looking to expand their reach and increase visibility and credibility in their marketplaces. A hybrid approach that integrates both Medium and a personal or corporate blog or website offers the best of both worlds: a vast audience and SEO benefits of Medium, combined with the control and branding capabilities of a proprietary platform.
Similar to all content and social media platforms, it’s essential to follow Medium-specific best practices, with a particular eye toward ensuring that content doesn’t sound self-promotional. As your familiarity with the site’s tools grows, use tagging capabilities to target audiences who will be most interested in your content. Using the platform’s offerings in conjunction with your existing content strategy, you can significantly expand your reach, grow your audience, and take your thought leadership to new heights.
