{"id":2085,"date":"2019-04-25T00:00:00","date_gmt":"2019-04-25T00:00:00","guid":{"rendered":"https:\/\/zenmedia.go4wordpress.com\/2019\/04\/25\/heres-what-you-need-to-know-about-using-medium-for-a-b2b-content-strategy\/"},"modified":"2024-07-01T10:50:41","modified_gmt":"2024-07-01T10:50:41","slug":"heres-what-you-need-to-know-about-using-medium-for-a-b2b-content-strategy","status":"publish","type":"post","link":"https:\/\/zenmedia.com\/blog\/heres-what-you-need-to-know-about-using-medium-for-a-b2b-content-strategy\/","title":{"rendered":"Here\u2019s What You Need to Know About Using Medium for a B2B Content Strategy"},"content":{"rendered":"

If you\u2019re a regular user of Medium, the social platform that allows people to post original, long-form content, then you know how varied the content there is.<\/p>\n

Articles on fashion.<\/p>\n

Economic treatises.<\/p>\n

Opinion pieces on the \u00a0#MeToo movement.<\/p>\n

Academic commentary.<\/p>\n

The list goes on.<\/p>\n

What you may not know, however, is how effective Medium can be for B2B marketing<\/a>. If you\u2019ve been considering using Medium for your B2B content marketing<\/a> strategy, here\u2019s what you need to know.<\/p>\n

Why Medium content marketing is effective<\/h2>\n

As you\u2019re likely aware, quality content is becoming more and more important these days. In fact, Google\u2019s algorithm is not only rewarding high-quality content<\/a>\u2014it\u2019s actually punishing sites with poor or low-quality content. At the same time, research continues to show that the most popular content on the web ranges between 1,600 and 2,500 words, according to a report from CoSchedule<\/a>.<\/p>\n

Because Medium encourages users to write long-form, high-quality content\u2014that\u2019s entirely what the site is designed for\u2014it can be an excellent way to start creating more content like this, in addition to the short and snappy posts that platforms like Twitter, Facebook, and Instagram encourage.<\/p>\n

In addition, Medium is an ideal platform to help you establish your thought leadership, which is crucial for B2B companies. According to LinkedIn\u2019s The State of Sales 2017<\/a> report, trust is the \u201csingle most influential factor in the buyer\/seller relationship,\u201d according to buyers. Thought leadership is one of the most effective ways to build that trust.<\/p>\n

The easiest way to get started publishing on Medium<\/h2>\n

Before you start feeling overwhelmed by the idea of creating content on a regular basis for yet another platform, here\u2019s a great\u2014and easy\u2014way to get started publishing on Medium: cross-post your company blog posts there.<\/p>\n

That\u2019s it! Simple, right? Here\u2019s the best way to do it.<\/p>\n

Rather than simply copying and pasting your blog posts into Medium, you\u2019ll want to use their Import tool.<\/p>\n

Why?<\/p>\n

Because when you\u2019re posting duplicate content in multiple places, Google and other search engines want to see that there is a single authoritative source for the content. This authoritative source\u2014in the case of a company blog post, that would be your website\u2014is known as \u201cthe canonical link.\u201d<\/p>\n

If you post duplicate content in several places without maintaining a canonical link, search engines may penalize you by moving that content lower down on the search results page when people search for relevant keywords.<\/p>\n

For full instructions on how to use Medium\u2019s import tool, read our post \u201c6 Ways to Decide Whether Medium is Right for Your Brand<\/a>.\u201d<\/p>\n

As you import your blog posts into Medium, you can begin the process of creating an editorial calendar<\/a> and original content specifically for the platform.<\/p>\n

How to make Medium work for your B2B brand<\/h2>\n

There are several key tips and marketing tactics<\/a> that will help your brand succeed on Medium.<\/p>\n

1. Identify relevant publications to submit your articles to. <\/b><\/h3>\n

In addition to individuals who post articles on their own profiles, Medium also has publications, which are akin to online magazines. Organized around a theme, like \u201cstartups,\u201d or \u201cwomen\u2019s health,\u201d etc., publications have followers who receive the publication\u2019s content via the site and\/or through a newsletter.<\/p>\n

Getting your content into a publication can be a great way to increase your reach and get your content in front of a much wider group of people. People who may never have found you on their own might come across one of your pieces in a popular publication, comment on it, and<\/p>\n

Each publication has different submission rules, from how long articles should be to the types of topics they cover.<\/p>\n

In order to have your content featured in a publication, you first have to be accepted as a writer\u2014you can find out how to do this through each publication\u2019s submissions guidelines.<\/p>\n

2. Focus on quality writing.<\/b><\/h3>\n

Medium is a platform for readers\u2014in other words, people who want more than just a tweet or a Facebook post. The people who are on Medium want high-quality articles by people who know what they\u2019re talking about, not soundbites or thoughtless reiteration of current events.<\/p>\n

So when you\u2019re creating your original content for Medium, write about the things you actually care about.<\/p>\n

Here are a few ideas to help you generate some topics:<\/p>\n