Part of expanding the audience for your blog is by using as many social media platforms as possible for organic reach. The main point of a website is to post content for click-throughs, conversions and views, so in most instances it wouldn’t make sense to place your content anywhere else. However, uploading to blog sites such as Medium is an obscure method that bloggers use to promote their websites and increase visitor traffic.
What is Medium?
Medium is a blogging platform that’s similar in scope to WordPress and Blogger. It was created in August 2012 by Ev Williams and Biz Stone, two of Twitter’s original founders, and serves as a large community for hundreds of thousands of serious readers to share ideas and deeply connect. Thousands of people contribute original articles every day to Medium and the site deters any angry-mob mentality that’s seen in various comment sections all over the internet. This determent encourages a positive think tank of sorts where users can contribute original ideas and constructive feedback.
The service itself is straightforward: users can craft their article, customize the layout to however they see fit, as well as add photos, links and videos to their posts. For the occasional blogger, Medium is a great site, but for those who publish regularly it’s better to create a website through WordPress or Squarespace.
Why should I publish on Medium?
An important feature that Medium doesn’t support is the ability to only share aggregate content that links away from the website; you can only publish original posts. This may raise some alarm bells, as bloggers don’t want to drive traffic toward a platform that’s indexed higher than their own in Google, but there is a method to the madness.
Medium, like other platforms, offers the opportunity to expand your reach by appealing to the tens of thousands of users who browse the site. Not only does growing a large following across the internet bolster authenticity, it also has the potential to engage readers who may have never stumbled upon your website elsewhere on the internet. Like my Instagram post, if a reader is hooked by your content, they will make the effort to browse your website for additional content and become a loyal reader.
The platform also curates and sends a daily email to readers with recommended articles based on their interests and who they follow, increasing the possibility for readers to find your work.
Rules for publishing on Medium
The best way for posting on Medium is to use pre-existing content that you have already published on your website. There are two rules that you must adhere to if you want to drive traffic to your website: only republish content that’s longer than a week old and add a call-to-action at the end of the post that directs viewers to view more content on your website.
Regarding the first rule, the reason for doing so is simple: it allows Google time to index your website so that it isn’t competing with Medium if readers find it through Google Search. If you were to immediately republish your article on Medium, there’s a good chance the platform outranks your website in the Google Index and readers will visit Medium before your website.
Adding a call-to-action should also be relatively simple, as you want readers to visit your website at the end of the article instead of bouncing elsewhere. You can also add internal links to your article that refer to other articles that you’ve written. A good rule of thumb is to have 25-50 percent of original content on your blog only; why would a reader bother visiting your website if they can find all your content on Medium alone?
While reposts generally see short-term spikes in traffic, it’s important to gain conversions by getting visitors to subscribe or sign up to your email list for new content. These traffic spikes don’t usually last, so reposts need to be utilized alongside your main content management strategy.
Using Medium is a great way to drive traffic and future engagement to your website. It also offers the opportunity to expand your readership and online brand by connecting with a large community that most bloggers wouldn’t consider utilizing in their social media strategy
Here’s an interesting fact about Medium: a lot of subreddits on Reddit require an 80/20 rule regarding publishing your content; however, they often don’t care if you share a lot of your own articles from Medium, even if it’s the exact same content than can be found on your website. Republishing also doesn’t have to end with Medium; LinkedIn and other platforms can be used to the same effect.