There are dozens of ways to distribute the articles that content writers produce to promote your brand, and each has its specific benefits and drawbacks. And, to succeed at each, you need to take a specific approach that fits that platform’s specific audience. Medium was developed in 2012 as a standalone blog platform where both professionals paid by the platform and individuals contributing on their own could share what they have to say.
Keep it more personal than promotional.
One of the best tips for garnering readers on Medium is to keep your accounts on the personal side. Talk about your personal experience with inbound marketing and why you find it a more honest and collaborative model than outbound sales. Discuss how weekend travel of the sort your company provides improved your life or the life of someone you know.
Medium is also a good place to talk about larger positive trends where your company is making a difference. Hire a content writer to tell your story about how your company’s PTO donation program makes it a more flexible and inclusive workplace, or how you are helping fight drought by installing water saving devices for clients for free.
No matter what else you do, do not publish a piece on why your company is the best choice for people in your business or why people should buy Product X from you. In a setting where people are going primarily to be entertained or enlightened, a hard promotional message can be off-putting.
Be open to dialogue.
One of the most unusual features on Medium is the ability to write reactions to what someone has written and have them appear right below the original piece. You can take advantage of this by responding to “Why marketing is dead” with your own piece called “Why marketing is not dead, just different.” Or, you can leave your own piece open ended and invite others to submit their own stories or their own takes on what you have to say.
Never forget, you are writing for the reader.
The brutal truth is that no one else is nearly as excited about your business as you are. Prospects and readers are excited about what’s going on in their own lives. So, to get readers and recommendations, you need to reach people where they live. Think about what relates to your business that is intriguing or funny or moving. It’s not a path to direct sales. Instead, it’s a way to begin a connection that can, over time, develop into a lasting and loyal relationship.
Lara S. is a freelance writer who lives on the Gulf Coast of Florida. She is adept at writing content in niches that include marketing, health, food service and more. Contact her for white papers, ebooks, blog posts and articles.
