Content marketing · Blogging

Would you move your company blog to Medium?

Ryan Weldon Founder/CEO at Breakable

April 27th, 2016

I'm sure you've seen that Medium has gained popularity and now offers ways to monetize (although more for bigger publishers). I've seen several companies moving their blogs to Medium and wondering if this has worked for anyone here or not worked - would love to hear the good and the bad. 
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Anthony Zeoli Digital Strategy and WordPress Consultant and Trainer

April 28th, 2016

First, let's get crossposting from your own personal/company blog to Medium out of the way. Google frowns upon duplicate content. Posting content to your personal/company blog and then cross posting it to Medium may result in that post being penalized. Google wants to see one authoritative post that it can deliver in a SERP.

Second, when you publish to Medium, you lose control of your content. Medium now owns your content and Medium drives traffic to its own service - not yours. Sure, you can link to your site, but is anyone really going to click through after reading your Medium post? Probably not.

Third, when you're on Medium, you lose the frame of your company branding in your own website. Do you want readers going to Medium, or do you want readers to find your organization's voice on your own company blog? While Medium may look attractive and your company blog looks shabby, maybe it's time to think about why your company fails to maintain its online presence and needs to jump on someone else's solution, because they can't manage their own?

Fourth, you lose all the SEO value and page rank your site could have gotten, if you published your post there. You've now passed that on to Medium and they control the eyeballs.

Fifth, Medium is an aggregator. At the end of the day, you're going to need social media to push your content out to your readers. So, you're effectively sending people away from your site and to Medium to read something, instead of sending them to your site, where they could have learned more about what you do.

Now, that's not to say Medium or LinkedIn's publishing tools are not important for content marketers. If you are trying to get a thesis out into the marketplace, these services are effective tools to get your message published and disseminated. But, do not make a mistake in thinking that these services can replace your personal/company blog. They support your content marketing, but should never replace the real estate that you manage online.  

Kelly Manthey Global Chief Strategy Officer

April 27th, 2016

May find this useful. We are considering it. https://medium.freecodecamp.com/we-just-abandoned-our-blog-for-medium-you-probably-should-too-33e742a1d49#.men2lsrsk ---- Sent from my iPhone

David Bloom Editor, Writer, Communications Strategy, Social Media

April 27th, 2016

Google doesn’t own Medium. Google owns Blogger, which was co-founded by Medium’s founder Evan Williams and later sold to Google. Williams also was a founder of Twitter and served as chairman and CEO. He went on to found Medium, some say as a “medium”-weight blogging platform between what is offered by Twitter and Blogger (or a heavy-duty CMS such as WordPress). There’s a bit more here, and you can follow the bread crumbs back for the rest of it. https://en.wikipedia.org/wiki/Medium_(website) All the best, David Bloom davidbloom@earthlink.net c) 310-621-4284 @davidbloom ------- "Words are, of course, the most powerful drug used by mankind." - Rudyard Kipling

David Bloom Editor, Writer, Communications Strategy, Social Media

April 27th, 2016

We’ve used posts on Medium and LinkedIn (crossposted) to elevate visibility for CEOs of some clients. It’s been useful as part of a broader thought leadership effort in content marketing to build awareness of companies, their leadership and issues in their industries. Different, slightly, from what you’re asking, but pertinent. For publishers who’ve shifted over to Medium, they only just announced a big initiative here to reach out to smaller publishers, backed by another $50 million in investment earlier this month. Medium has a lot of attractions, but the secondary question to ask is whether there are ways for a publisher to also leverage recent announcements at Facebook to drive readership there as well. Lots of complications for publishers trying to find both audiences and revenues right now. All the best, David Bloom davidbloom@earthlink.net Fabric Media c) 310-621-4284 @davidbloom ------- "Words are, of course, the most powerful drug used by mankind." - Rudyard Kipling

C.K. III Chief Product Officer at YouEarnedIt

April 27th, 2016

If you have an existing blog with existing traffic, I wouldn't move to Medium, although I would cross-publish key posts that would be of interest to Medium audience there and link back to original on your site.  If it's a new blog, I think you could make it Medium powered (again, if what you will be posting would be of interest to that broader audience you are trying to catch), but still cross publish the posts to some place where you can retain all the data in case Medium ever goes away or is acquired by Twitter and changed drastically / ruined. 

Edward M. Yang

April 27th, 2016

Coincidentally I just read this article today on the topic:   http://startupsummit.co/finding-a-new-medium/

I've been considering the same thing.

The benefits of having a blog on your own site is having a positive impact on search engine rankings for long form content, long tail keywords, keeping people on your site.

Medium has a benefit of a growing readership, along with interesting tools that make blogging more interactive and productive.

In a perfect world, I'd suggest doing both.

James Hipkin CEO, Managing Director at Red8 Interactive

April 27th, 2016

Why? What's wrong with what you are using now? 

Change isn't always a good idea. More often than not it's the result of boardroom boredom. If you are having issues with what you have now, explore how to make this better. Beware the shiny new thing :-)

Susanna Rantanen Entrepreneur | Organizational Culture | HR Tech | Employer Branding | HR Marketing

April 27th, 2016

I wouldn't move it to Medium all together, but we are also doing what David Bloom mentioned: crossposting to to Medium and to Linkedin. Not all of the posts, but selected posts. We do this to expand visibility beyond our own immediate followers. I was also invited to publish posts to one specific themed publication on Medium which has thousands of followers which furthermore expand our audience. I recommend crossposting. 

Eric Fontenay Founder at MusicDish*China 独立小炒, Yaogun (Chinese Rock) Advocate

April 28th, 2016

I would like to note that Medium has recently been blocked by the Chinese government, for anyone interested in that market. If you are interested in that market, you should be using local web and mobile platforms which we can help you set up and manage.

Frank Watson Co Founder at Kangamurra Media

April 28th, 2016

I would do standalone pieces on Medium but source certain details in them to stuff on your blog - try not to do more than one link to it per post - but you can point to other stuff that links to you - if you are mentioned somewhere or have guest posted.

But for sheer traffic Medium will get you more traffic and major brand recognition beyond what your own blog will