Page 259 - Social Media Marketing for Dummies

more on claps), the author is allotted some of their subscriber money. There is no
advertising on the site.

There is a debate going on among some marketers as to whether a business should
consider setting up their first blog on Medium instead of one of the major blog
platforms such as WordPress over which they have full control. In the next section,
you look at some of the pros and cons of setting up a blog on Medium.

Looking at the pros and cons

The good news about Medium is you don’t have to choose it or another blogging
site. You can, in fact, do both. You can set up a blog on Wordpress.org (with your
own domain) or other blogging tool and still have a blog on Medium at the same
time. This is because you can repurpose content. You can take the content you
have published elsewhere on the web and re-purpose it on Medium.

Those who are inclined to use Medium as their first or only blog include the fol-
lowing arguments:

» Distribution: You have a built-in audience on Medium. You can take your
Twitter and Facebook followers onto Medium (Medium links followers from
both and adds them) and gain new followers who find you there when they
look for your topic.
Just because Medium has a larger audience than your blog (presumably)
doesn’t ensure that you’ll find additional readers. But it does put you in a
position to be found by new audiences. The potential exposure to new groups
is significant.
» Structure: Medium has an almost effortless blog setup. You fill in the blanks,
take your content from anywhere on the web, and publish it. They allow you
to use visuals, so the content looks appealing. Also, because they handle the
blog structure, you don’t have to pay for hosting or other fees associated with
running a blog.
» High quality: If you’re a member, you receive hand-curated content by
Medium editors who present the best stuff first. This also cuts down on
clickbait headlines and poor-quality content. Subscribers are serious about
reading good content.
» Expertise: You can create collections of content that can establish you as an
expert in that topic.

CHAPTER 16 Engaging Customers Using Other Platforms 243