Which platform should you publish content on? Medium, LinkedIn Pulse, or now, Facebook?
Aug 27, 2015
I keep seeing my colleagues and acquaintances writing blog posts on Medium and LinkedIn Pulse. This led me to a series of questions: Which of these platforms is better for posting content? Is there a reason to post on one or the other? Can you just post the same thing to both and call it a day?
I’m naturally more drawn to Medium as a place to post because of its clean UI, but I wondered if I was missing out on something by dismissing LinkedIn Pulse. Then I saw an article that Facebook has revamped its “Notes” function to be more visually appearing, much like Medium. So, should you just pick whichever platform you like best or is there more to it than that?
After doing a bit of research, or – let’s just call it what it is – Googling, here’s what I think you should consider before choosing a platform to blog on.
Post to Medium if…
…you want to be discovered by new audiences. Use specific and relevant tags for your post to be discovered by those browsing posts by tag.
…you don’t have a personal blog. Who says you can’t blog if you don’t have a website? These publishing platforms like Medium and LinkedIn Pulse provide a way to get your thoughts out into the world.
…you have a large Twitter following. When you sign up to Medium with Twitter, your account will automatically follow all of the people you follow on Twitter.
…you suck at design. It’s virtually impossible to screw up design on a Medium post. Throw in a couple images, and add in some quotes and bam: beautiful blog post.
…you have a really interesting story to tell with an attention-grabbing headline. By taking a look at the top stories on Medium through Buzzsumo, you can see that they all have one thing in common. They’re all about pretty out of the ordinary things with headlines that make you really curious. If that’s your specialty, you might just go viral on Medium.
Post to LinkedIn Pulse if…
…you want your post seen by your current connections. LinkedIn sends a notification to each person when one of their connections posts to LinkedIn Pulse. Currently, this is opt-out only, so you can guarantee that a notification will be displayed for your connections that haven’t opted out yet.
…you want to expand your LinkedIn network. If one of your LinkedIn connections likes or shares your post, their connections will see your post in their newsfeed and have an opportunity to add you as a connection.
…you are writing about a career/personal growth related topic. From a quick search on Buzzsumo, you can see that these are the most popular topics on LinkedIn.
Post to your blog if…
…you want to own the relationship. When a user is on your website, you are in control of what else they see on the page. You can include specific call-to-actions to guide their next step and keep them on your website for a longer period of time, leading to a better chance of conversion.
…you want in depth-analytics. The analytics through Medium and LinkedIn Pulse are limited – only showing you the number of views, likes and comments. Whereas if your personal blog is hooked up to an analytics platform, it will give you much more detailed information such as referral websites, time on page, bounce rate, etc.
Knowing all of this leads us to our next question – can we post the same thing to multiple platforms for extra exposure? I’m no SEO expert, and the experts don’t all agree. You could get penalized for duplicate content by the Google algorithm if you post too closely together. Instead, test out both platforms by posting different content on the same topic and see which platform does better for you. Or better, repurpose or create content that’s complementary to your blog post and publish that on LinkedIn Pulse or Medium.
As for the Facebook Notes feature, I’m not expecting much, but we will have to wait and see until it is rolled out to all users. But, consider your audience. If your target audience is more accessible through Facebook than other channels, maybe it will be a viable option.
Do you have experience blogging across these different publishing platforms? What have you noticed?
When I was in elementary school, I would get in trouble for doodling in the margins on homework and tests. So, I had to start carrying around a "doodle pad" to keep those important papers clean. That doodle pad has now taken form in my planner, sketch pads and Field Notes. And, some of my best ideas come from putting pen to paper. While I got a degree in business marketing, I let my creative side out through freelance graphic design while in school. Post graduation from NC State, I worked in PR, then went on to get my Masters of Global Innovation Management in France. When I came back, I still found myself wanting to fuse together marketing and creative in a job. I wasn't sure that job existed until I found my role at Centerline as a Marketing Coordinator/Graphic Designer. Now I enjoy using my skillset to develop strategies that further the growth of Centerline as a whole.