I put together this post and findings is a result of my previous experiment about content syndication on LinkedIn, Medium, and your site. Here are those results.
From link building and SEO to gifs and Instagram, I’ve had a blast writing for Search Engine Journal (SEJ) every month for the past six months. And, more than 20+ articles later, I’ve been looking for new ways to gain more engagement on my old articles.
What began as a curious experiment has grown into an ongoing content marketing distribution strategy for myself and, hopefully, SEJ.
In the beginning, I had a lot to learn about how to syndicate content on Medium and LinkedIn. It’s hard growing an audience. There is a lot of work involved. And, you have to have the right kind of content for each platform. The truth is, I still continue to learn new things about how to best repurpose my content — all of which I’m excited to share with you.
In this post, I’m happy to share some of my experiences of repurposing my content from Search Engine Journal to Medium and LinkedIn. I hope these lessons will be helpful for you as you start and distribute content across multiple platforms.
Let’s get started!
Key Lessons I’ve Learned from This Experiment
What Do You Think? Top Takeaways
I’m grateful to have the opportunity to partner with SEJ to research some of the top performing brands on Medium and their content syndication strategy over the past couple of months. I’m really excited to have learned (and now I’m able to share) with anyone interested in the specifics.
If you’re new to content syndication strategies and how best to syndicate your content, check outthis article by Amanda DiSilvestro.
A couple of notes:
I used a tiny sample size to audit performance on Medium, LinkedIn, and other sites for repurposing content. It’s fair to assume this data is not prevalent for all brands or industries.
I chose to share the most interesting findings versus all of the findings to keep things sweet and straightforward.
This experiment allowed me to play with content in new ways. My most intriguing findings were these:
Publishers are, in fact, repurposing their content from their site to Medium, LinkedIn Pulse, and other top publishing sites.
What performs great on one platform, doesn’t mean it will perform well on another.
Success comes with help from the others and building a community.
Below I go into further detail explaining this experiment.
Who are the Big Players Repurposing Their Content?
I analyzed the latest ten articles of favorite brands on Medium .
Here is the list of brands I monitored:
Convince & Convert
ReadThink (by HubSpot)
I wanted to know what is working for them. How do people promote their content on Medium? Do they repurpose it LinkedIn? Or, other publications? I didn’t know. I’ve never syndicated my content to Medium or LinkedIn.
Here’s what I found after analyzing my favorite brands.
Note: This is only a sample size of brands who are dominating on Medium, LinkedIn, and content syndication. I recommend you conduct your research for your niche industry before moving forward with these tips. Good luck!
Do Publishers Syndicate Content From their Blog to Medium?
Publishers are syndicating content from their main website to Medium.
After looking at this small group of publishers, I found that brands mostly posted to their main website blog first before repurposing their content to Medium. It makes sense, seeing as both hold SEO benefits.
Here’s the breakdown of each brand:
Convince & Convert syndicates recent pieces from their blog.
ReadThink (HubSpot) does not syndicate content from their blog, but they do syndicate content from guest writers like Larry Kim whose article has been featured in multiple locations. For example, this post was featured on Inc. before publishing on ReadThink.
Buffer syndicates old content from their blog. Typically, the content Buffer syndicates on Medium has also been syndicated on other publisher sites like Huffington Post, NextWeb, etc. Here’s an example of a piece that was published in April 2013 on Buffer that was then repurposed on Huffington Post in January 2014, then finally posted to Medium in August 2016.
Fast Company syndicate’s new pieces from their magazine.
Product Hunt does not syndicate content from their blog, but Ryan Hoover, the founder of Product Hunt, does repurpose his Medium articles to LinkedIn Pulse .
Do Publishers Post Original Content to Medium?
In addition to repurposing content on Medium, publishers are sharing additional original content to Medium.