The Advanced Guide to Medium Marketing
Most business blogs take months, if not years to become successful.
You have to keep publishing new content constantly, optimize for SEO, and sticking it out over the long term.
Until now, that’s been the standard way businesses have built their blog.
But recently, there’s a new option that has come about — a platform with a massive, built-in, targeted audience who you can reach with your content on a daily basis. A platform that can help give your content the “push” it needs to go viral and generate tens of thousands of leads for your business in a matter of months.
That platform is Medium, launched by the co-founders of Twitter.
One of the biggest advantages of leveraging Medium over normal blogging strategies is that you don’t need to rely on social media promotion or backlinks to get your content in front of more people.
Some of Medium’s publications have over a hundred thousand followers — and you have the opportunity to get your content pushed out to all of them. You just have to write a blog post on the platform, and submit it to the owner of the collection.
Depending on what your business does, there are tons of different publications with large targeted audiences that you can choose from.
If your customers are mostly entrepreneurs, you can target them through the Startup. If your content is professionals who are into personal development, you can target them through The Mission. If you’re targeting marketers, you can push your content to them through Marketers and Growth Hackers.
This is completely different from publishing a normal blog post on your site and promoting through your social media channels. When you publish a post on your site and promote it, the only people who see it are those who follow you on social media or search for your specific post topic on Google.
But through Medium’s internal discoverability features, you can get your content in the feed of your target audience — even if they don’t follow you.
To get a sense of the kind of traction marketing related posts get on Medium, here’s a list of some of Buffer’s Medium posts, along with their number of views, reads, read ratio, and recommends:
According to Mike Essex, within 6 hours of publishing on Medium he found that he had surpassed the average number of views a post on his own site would get in its entire lifetime. And within 24 hours, those numbers quadrupled.
In terms of promotion, he did all the same things he would normally do for his blog posts — promote through tweets and through his Google plus page.
Here are just some of the results that I saw with my own Medium posts:
Medium’s audience mostly consists of highly educated, tech savvy people.
95% of Medium’s readers are college graduates, and 43% of them earn six figures or more. They’re also mostly young, with over half of them between 18–34 years old and 70% of them being under 50.
Medium has seen big name celebrities as well as global brands publish blog posts on the platform.
People like Leonardo DiCaprio and Barack Obama have published on Medium, and brands like BMW and Marriott have hopped on board too.
You can also expect a higher engagement rate on your Medium blog posts compared to content on other platforms. According to Riddhi Shah, head of creative strategy at Medium, readers spend an average of two and a half minutes on every Medium story. Chartbeat estimates that people spend only one to one and a half minutes on average reading a news article on other sites.
Keep reading and we’ll give you some advanced strategies to use Medium to generate more leads and grow your business.
Incorporating Medium into your marketing strategy
It’s easy to get overwhelmed with all the new marketing tactics popping up every day.
You’ve got Medium, high growth platforms like Snapchat, video marketing, etc. And there are guides that tell you why you should be doing all of them.
It’s important to stay on top of the latest marketing tactics, but only if you have a systematic way of incorporating them into your overall marketing strategy. In this section, we’ll talk about how to make sure that using Medium will actually help you grow your business instead of just gathering meaningless “likes” or “shares.”
Let’s have a look at this marketing funnel diagram from KISSmetrics.
Marketing funnels are broken down into various steps to guide potential customers all the way from the “awareness” stage where they first hear about your business to the stage where they’re ready to purchase your products or services.
The first step in the funnel generally consists of blog content, paid ads, video marketing etc to make potential customers aware of your business.
Next, there needs to be some way for prospects to take action and express interest in your business — usually by signing up for your email list in exchange for an opt-in incentive. According to Neil Patel, this is the best way to begin building a relationship with your audience after the “awareness” stage…..