WE Communications Blog: Relevant, Riveting Content
Thought leaders and executives are all over Twitter, sharing 140 characters worth of wisdom and insight. But what if you need more than 140 characters? Medium and LinkedIn are two we often recommend to help expand the dialogue. Knowing which one to use can be a hang-up for many, though. So we’ve taken the liberty of jotting down what you need to know, and knowing is half the battle.
Medium lets anyone to post long-form content about any topic. Medium’s algorithm delivers relevant content directly to readers’ homepages. Anyone on Medium can see your content, whether they follow you or not.
So when should you use it? We’re glad you asked:
LinkedIn is a social network primarily used for professional growth and thought leadership, where groups of like-minded professionals can network and read about industry trends. But do all of your posts belong there? Not really. Here’s when to use it:
It makes sense to use Medium and LinkedIn in tandem when you have the time and variety of content to post multiple times per month. Content on one platform should not just be reposted to the other – but instead, each piece should be crafted for the platform and audience where it will be published.
A couple of examples of leaders who are doing this well - creating original content designed for each platform that generates conversation and attention – include Sallie Krawcheck, CEO & Co-Founder of Ellevest (LinkedIn & Medium) and Hillary Clinton, former Secretary of State and Democratic nominee for President of the United States (Medium & LinkedIn).
When considering a platform for long-form posts, think about the audience you’d like to reach and the type of content you’d like to share. As storytellers, we always keep in mind several key things: What problem are we solving for, who is our audience, and so what? Think about these when assessing your objectives. Does one help you meet your goals better than the other? Do you have enough differentiated content for both?
It’s is always best to execute on one platform well, as opposed to two platforms poorly, but if you have the time and dedication, using Medium and LinkedIn together can be an effective way of reaching very different audiences.
Have more questions? Let’s talk: WESocial&Digital@we-worldwide.com