Since its beta launch in August of 2012, Medium has been called a lot of things: an online magazine, a blogging platform, a blend of platform and publisher and an upscale content farm to name a few. Because it takes a disruptive approach to online media, journalists, futurists, technologists and the likes seem obsessed with defining Medium. One thing is certain: Medium upends how we think about personal publishing online. It has its roots in traditional blogging but breaks a lot of rules––kind of like a rebellious, super-smart younger sibling. While Medium was conceived for individuals wanting to tell their stories online, brands have begun to experiment with it as a place to amplify their voice; it is an appealing playground for adventurous marketers looking for new ways to associate their brand with great content and gain followers and visibility in the process. Let’s look at tactics you can implement in order to excel on Medium as a blogger:
1. Re-publish content from your blog or website.
Many successful bloggers do this, and their content is popular on Medium. You can either publish articles exactly as they appear on your blog or post excerpts, like The Fader. What’s great about The Fader’s excerpts is that they often hold their ground as complete articles––like this one, which was recently selected for Medium’s weekly “best of” email.
2. Create a collection around a particular theme related to your business.
Once you’ve created your themed collection, publish content about that theme––either original work or articles syndicated from your blog. This will help establish your brand as an expert in your field. If you want, you can encourage people to submit their stories in the description on the collection’s main page so that you don’t have to create all of the content yourself. Al Jazeera’s collection Fault Lines publishes stories about the United States and its role in the world. All of the articles are from the Al Jazeera website; it would be interesting if the newspaper included quality pieces on this subject by other Medium contributors in order to encourage collaboration.
3. Created a “branded” collection.
If you publish frequently on Medium or use it exclusively as your blogging platform, consider creating a collection with your brand name as the title and publishing all your material there. That way when people begin to look to you as an interesting voice on Medium your brand will be front and centre. The Physics ArXiv Blog made Medium its permanent home in September 2013, and it publishes under the eponymous collection.
4. Link back to your website or blog.
Raymmar Tirado links to his website at the end of each article, and he sometimes includes links to his site in the middle of his posts You can also experiment with including a CTA like “follow us on Twitter” or “sign up for our mailing list” at the end of your post. When you link to your website, landing page or blog in a Medium article you should use UTM parameters in order to track which articles are performing the best.