As Facebook grew in popularity, there were scores of businesses that put all of their marketing eggs into the Facebook basket. They could reach their customers right where those folks were already spending their time online (and on their phones!), so much that businesses could not afford not to have a presence on Facebook. They spent countless hours coming up with witty and engaging posts, asking for reviews, and chatting with potential customers on the world’s front page.
Well, unfortunately for those businesses, Facebook changed its news feed algorithm, and one major difference was to make it more difficult for businesses to reach their followers. Many magnitudes of difficulty, actually. Facebook’s algorithm now prioritizes posts from your friends and family, so even business pages you follow are now at the bottom of your news feed.
If you based your entire content marketing strategy on Facebook, you have just taken a colossal hit. Now, this is not to say you should not be marketing on Facebook or any other social media platform. Quite the contrary—if your past, present, and future customers are using it, you would better be there too. However, you would better have something else backing up your social media strategy, something you control.
Like a blog that is not necessarily hosted on Medium.
Medium Requires an On-Platform Marketing, Too
Medium is great. Personally, I love it. Having access to a ton of in-depth articles written by world-class specialists is really something. However, I would not recommend any business to base their entire content strategy on somebody else’s land.
It is often said that Medium provides the writers with huge exposure of more than 30 million visitors a month. While that is statistically correct, it is not like all this traffic goes to your account. Moreover, it is not like all this traffic goes to your website. If you are a business, and if you want to somehow convert your readers into customers, you have to do the extra work. Your CTA is not one click away.
Another argument that is being tossed around often is that Medium lets you to start to blog instantaneously. And it does—but do you remember the renting vs. owning analogy? The more work you put into developing and maintaining a blog in your own domain, the wisely you will do it, and the more heart you put into the whole thing, the more rewards you will be able to reap afterwards. Now, I am not saying that a custom blog is cheaper. At first, it will be significantly more expensive to build the thing since you have to develop the website, learn about content marketing, or care about stuff like mobile-first indexing, AMPs, or web design mistakes. Or even the accessibility aspect. The long-term results, however, will be immensely more fulfilling than anything you might have built somewhere else.
A blog in your own domain can position your entire business. Thanks to high Google rankings, Insane Lab is signing new clients that come from organic traffic.
Medium is perfect for individuals. For example, I have an account on Medium—and to be honest, I have yet to do something about it. For now, it just serves as a reposting mechanism, which is probably why I do not get enough traction on the platform. Essentially, I neglected it so much that it even looks bad.
“But doesn’t Medium show up high in Google searches?”, you might ask. It does. The more content you provide to Medium, the higher medium.com domain will rise in rankings.
Now, I get what’s in it for you as an individual. I get what’s in it for your business from the brand and trust-building perspective. I understand the motivational aspect of clapping and a community that supports your efforts.
But you are still dependent. You are giving your traffic and SEO juice away. You are not exactly thinking long-term.
Why Do Businesses Need to Blog Anyway?