Why We Use Medium as Our Blog Infrastructure

Pisano is a user-friendly mobile web application collecting real-time feedback for businesses that would like to be surrounded by happy customers. In the early days of Pisano, as all other startups do, we focused on our product to satisfy the needs of our customers. We are not proud of that but we didn’t really think about the marketing part. Our Product and our Customer Success Management process helped us to reach hundreds of customers rapidly. Our customer success stories had always been the most effective sales item.

One day during a meeting with one of our best customers, we were talking about some of the use-cases and success stories that we had with other customers. The CEX expert of our customer said “Guys you need to share these use-cases and success stories continuously so that I can keep myself and my strategy up to date. I can’t wait until the next evaluation meeting”. This was the time we understood how important the experience and knowledge that we create with our customers was. In addition this was the time we all decided that we need a blog of our own.

After deciding to build a blog we started to search for the best ways to develop one. We found out that there are actually 3 phases of developing a blog:

  1. Content Publishing
  2. Content Distribution and Building a Community Around the Content Created
  3. Analysis of Your Efforts

Medium is a no-cost Content Publishing Platform

During our analysis we, actually, came up with 2 ideas. First was to develop our own blog infrastructure to publish the content that we created and the Second was to use an online content publishing platform.

Developing a blog infrastructure or customizing a WordPress theme is a big cost to a startup where the biggest advantage is speed. You need to assign some of your developers and designers to the blog project when they have all their schedule full of tasks already.

Instead we found Medium, a turn-key solution to setup everything in minutes and to focus on the content itself instead of blog infrastructure. In addition Medium has a very well-designed and easy-to-use UI.

Medium has a concept called “Publication” which is a collection of blog posts. Medium also supports custom URL forwarding to its publications. This is also a great reaction to one of the main concerns of marketing people that want to host their blogs under their own domains. We also created a publication called “Pisano Happy Customers” and forwarded blog.pisano.co to our “Pisano Happy Customers” publication.

Medium Performs Quite Well at Community Management

One of the biggest challenges of starting a blog is to distribute the content that you created to your audience. Today companies mostly focus on social media and their own media to convey their content. This just doubles the effort to be able to touch the right audience.

Medium has it’s own social network that they built on shares, likes, highlights and tags. Each article has 3 tags so that people can find the desired content inside Medium world. In addition to that whenever a user likes, highlights or comments on an article, this becomes visible to their Medium followers. It also makes it extremely easy for a first-time visitor to follow you and your blog. And you want that Medium crowd.

Analysis of your Efforts

As a SaaS startup at the end of the day you spend all your blog efforts to get more traction and conversion to your website and convert them to your customers, users. Analysis of your blog visitors’ behavior is very important to understand what the next article will be or even how to design schema of the next post.

Developing your own blog infrastructure has a huge advantage here because you determine all the KPIs and metrics, you can design your funnel and finally you can setup all analytics tools and dashboards according to your goals.

Medium, instead, has its own stats page that shows you visitor to reader conversion. This might seem pretty basic but Medium focuses on readers instead of some Marketing KPIs.

Trying to calculate some conversions and setting some goals would have been misleading. At this point we decided to focus on the quality of our content first and make as much readers as we can.

Frankly, one day, we might build our own blog to track all these KPIs and have a more professional approach to our efforts but we will keep our Medium account live for their crowd and focus on readers.

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