In an ultra-competitive world where companies are constantly battling to be heard, corporate websites and traditional
marketing platforms alone are no longer enough. But articles in high-readership publications can be tricky to secure as well.
That is why many brands – and for that matter, individuals – are starting to act like a publisher and embrace the brand journalism concept.
But where should you start? LinkedIn and Medium are the two most frequently used by business leaders to publish articles. In fact, everyone from celebrities to corporate CEOs to the White House are using these services.
Which site is a better fit for you and your business? The honest answer is – it depends.
LinkedIn and Medium both allow you to publish content, but that’s where the similarities end. Before you choose one, ask yourself:
Who am I trying to engage?
What do they care about?
What am I trying to accomplish?
How do I want my audience to react?
Feeling like this, right about now? Well, don’t despair. There is a lot of great information out there about how the two platforms compare, including this article that looks at how one CEO fared when he used both platforms for the same post.
Still confused? Well here’s our take on how the two platforms compare on reach, ease of use, design and engagement:
LinkedIn: As an established platform, people and brands have had a lot of time to build up a network/following on LinkedIn. Any content published on LinkedIn goes directly to its user stream, where it typically appears in the news feeds of the people users share the most connections with — particularly shared connections who are frequently on LinkedIn via their browser or mobile app.
Medium: Since Medium was founded by Twitter’s Evan Williams, it easily integrates with Twitter. This can be a good or bad thing. Good because if you have a large amount of followers on Twitter, you automatically have them on Medium. Bad because if you don’t have a Twitter following – or if you’re not on Twitter to begin with – it’s like adding an extra (and time-consuming) step to building your platform and audience. Like LinkedIn, Medium also sends out weekly updates to your followers, showing them the fresh content for the week, increasing the likelihood of your content getting read.
Ease of Use
LinkedIn: It’s pretty straightforward. Just click on the pencil icon in the status update bar and begin writing (or pasting). The problem comes when you start to consider how to make your content stand out. Because people go on LinkedIn to network with peers, look for jobs and connect with recruiters, it can be easy for your content to get lost in the shuffle.
Medium: It’s hard to imagine how Medium could be a more intuitive platform. It’s got a full WYSIWYG interface, as well as an HTML5 text editor for any word you want to highlight. That’s pretty sweet. Unlike LinkedIn, where the pencil icon is subtle, there’s a huge “new story” button on Medium you click to get started on your content. That button’s almost asking you to “click me and let your thoughts run wild.”
LinkedIn: If all you want to do is push content … and not worry about how cool it looks, it’s all good. There’s a headline, your headshot and an option to add a photo in the body copy if you’re interested. Not much else.
Medium: Clearly the better platform for your creative juices to flow. You can add hi-res header images, better looking text and annotations for each paragraph is available instead of your typical comments section at the very bottom of the story. With Medium, you feel like the content is yours and for a second, readers might mistaken it for your own website. This makes Medium an awesome platform for longer, more thorough and cutting edge thought leadership pieces. (A long article on LinkedIn just looks like a long article). Need some inspiration? Check out these great posts – Monday NFL Hangover: Super Bowl Edition and Ubuntu 14.10 Running on my MacBook.
LinkedIn: More LinkedIn users are turning to mobile apps because they’re on the go. They’re likely to read content if it’s quick and easy (say 500 words) – just the right length to kill time while waiting in line at Chipotle. It’s one thing to reach your audience, it’s another to actually engage with them. One advantage LinkedIn has is that as your network is already familiar with you, users are more likely to share your content (how many times have you seen a post that starts with “Check out this article …”)? Also, most people are on LinkedIn to read stuff — not write stuff. That means it’s easier to find influencer content on their stream while scrolling. LinkedIn continues to send users weekly emails with status updates and recommended posts. Your article will be there too.
Medium: What’s great about Medium is that anyone can use it. What’s bad about Medium is that – well … anyone can use it. It’s a strong vehicle to attract readers and share your stories. At the same time, you’re battling other users who apparently forgot to take English class in college and just spew out rants (usually about sports or politics). After that, there are businesses that are just looking to push marketing materials and press releases. This makes it that much more important to generate thought-provoking content and publish it across social channels, instead of simply posting it and waiting to see who finds it.
So you should pick …
There isn’t necessary a “winner,” but that doesn’t have to be a bad thing. No one said you have to pick one platform over the other and instead, this is one of those times when double dipping is perfectly acceptable as long as you keep Google’s duplicate content rules in mind.
So try both. Even The White House is using both. Just prior to President Obama’s State of the Union Address, the White House announced what he was going to talk about on LinkedIn, while posting the entire transcript on Medium (you can also see the amount of views and shares).
This process may take some time (try a couple of months), but over time you’ll see the metrics yourself and formulate your own conclusion on which platform is right for you. If you can’t wait that long and need a recommendation right now – give us a call.