Using Medium for Content Marketing

A rundown of the platform’s benefits for those looking to elevate their content strategy

Attention, marketers — if you aren’t already on board, now is the time to start using Medium to elevate your brand and distribute your content to as many readers as possible. The Boston University public relations office uses Medium to share our content, drive traffic to our site and reap the SEO rewards Medium offers.

A rundown — the past, present and future of Medium

Twitter co-founder Ev Williams created Medium in 2012. Back then, it was designed simply as a clean-cut, low-cost publishing platform to host stories. In just four years, it has rapidly evolved into something much more; it’s a living, breathing site, and home to all kinds of content aimed at different audiences within its 30 million monthly unique visitors.

High profile brands host blogs here. Thought leaders share their thoughts on their respective industries. HBO PR uses it to disseminate press releases. Mitt Romney used it to officially announce he had no plans to run for president in this election cycle. The late, great New York Times reporter david carr uploaded his BU course syllabus to Medium, and had his journalism students publish assignments there, too. Hundreds of publishers — and that number is growing — create original content on a regular basis just for Medium users. You should too.

Why? There are several concrete benefits to using Medium, from our experiences:

Your content gains an automatic audience

When you sign up for Medium, you are encouraged to do so by linking it to your Twitter account (you can now link with Facebook as well!). You can also sign up through email, but if you choose to do so you’d be losing out on one of the site’s greatest assets. When you sign in through Twitter, you gain an immediate, cultivated audience — all of your Twitter followers who have Medium automatically follow you. What’s better is that everyday, each Medium user receives a rundown email from Medium that includes new content from the blogs they follow. So, you’re automatically in their timelines, and you’re automatically in their inboxes.

When influencers find and recommend your content, their followers see it

Say you’ve written a great piece of content on the future of the tech industry, quoting a couple faculty members from your University. If you tag it as “technology” or “tech,” there’s a chance someone surfing Medium might find it. If an influencer in that sphere comes across it, reads it and likes it, they might hit the green “heart” at the bottom. That means he or she is recommending it to their followers. It’ll be packaged as a recommended piece to their audience in the next day’s daily digest email from Medium. This increases your potential for clicks, reads and shares.

You have a better chance of reaching new readers

Internet users who go to Medium.com arrive there hungry for content. They’re sick of articles riddled with advertisements and of fluff pieces — they want to read what other readers and writers are interested in. In a world where clickbait seems inescapable, Medium sticks out as a reliable source for discovering long form pieces and quality content. Thus, hosting your blog on Medium gives genuinely interested readers a better shot at finding your content.

It can only help your SEO

We’ve heard the joke 1,000 times: the best place to hide a dead body is page two of Google’s search results. Medium gets millions and millions of visitors per month, and thus ranks high on the world’s biggest search engine. Medium also allows you to “import” stories with their official site tools, so you can repurpose your existing content with the click of a button. They claim this benefits your site’s SEO while giving you Medium’s own search value. With so many users and articles hosted on their site, they have countless link backs, shares on social media, and articles with views in the millions driving up their site’s overall reputation. What’s not to love?

Medium puts the focus back on content

If you’re reading this, you can see just how clean and streamlined Medium posts are. Individual branding takes a backseat to aesthetically-pleasing, clean-cut design built to bring readers stories free from distraction. This puts the focus back on the words, the stories and the content itself, which can be refreshing for people who feel constantly barraged by ads, pop-ups and heavily branded content.

By: Margaret Waterman, Digital Communications Assistant