We keep reading and seeing more and more bigger sites and brands start to move away from their own blogs because the expense to maintain a blog can get out of control. I know many business owners who only post on Linkedin Pulse, Medium or Quora which leads me to this article on Marketing land about posting your content on a much larger eco system than your own blog. A few of the points made in this Marketing Land article really hit home for us.
1. Brands and their readers have become platform- and website-agnostic. Third-party marketing channels are replacing owned marketing channels
2. Tomorrow’s successful content marketing campaigns will happen on third-party distribution platforms instead of owned ones.
3. Had we built our blog on Medium, we’d be part of a larger ecosystem. There is no newsletter readers have to join. The community already exists.
4. I believe that content marketers will be willing to sacrifice owned media and continue transitioning to third-party channels if it allows for access to a larger readership, intuitive UI, faster load times, cheaper design and a more consistent reading experience — especially when the switching costs are practically nil.
What are your thoughts about posting your content on third party sites as the trends continue to change toward content distribution?The fact that a deep-pocketed publisher like The Ringer and a small startup like Free Code Camp can both use Medium as their website or blog should make anyone in content marketing stand up and take notice.