Are you launching a startup and looking to start a blog at the same time? This post is for you. Your startup's blog can be contained within the company website, or it can be hosted somewhere else. Maybe you want to keep the blog more personal to you, the CEO, and link it to the company website as you decide what you want it to be.
Most startups tend to prefer a complete website solution, seeing that as simplifying their world. The primary, and biggest by far, choices are WordPress and HubSpot. Descriptions of what they offer, pros and cons, and ease of use will be addressed below. If your preference is a more personal CEO blog then Medium or LinkedIn provides some of the best third-party platform options. They will also be addressed as we go. But if you don't have time for the rest of this article, the short answer to the question posed by our title is:
We're sorry that's not more satisfying, but read on and you'll see what we mean.
Let's dive in.
Before further talk of WordPress, be aware this is all about WordPress.org. Not to be confused with WordPress.com which does not offer all the functionality or flexibility of the original, WordPress.org.
This is the most popular blogging software in the world. It is said to power a full third of all the websites on the internet. It is an open source platform that allows you to build your website or blog in minutes.
You can expand your platform and add features like an online store or forums. There are thousands of themes to use in designing your blog/website, and you get access to over 50,000 plugins. These are the applications that expand what you can do with WordPress. A large number of those plugins are SEO specific, allowing you to further the functionality of your blog in that regard.
The functionality that allows you to create tags, categories, and URLs that will be SEO friendly is built in.
One of the negatives associated with WordPress is that if you're managing this all by yourself there is a learning curve involved. And you have to take care of backups and security (both of which your host should provide).
HubSpot is referred to as a marketer and developer of software for inbound marketing and sales. However, that description does not do the company or its platform justice. The aim is to provide tools for social media marketing, content management, web analytics, and search engine optimization; all via the platform and additional services. Hubspot describes itself as an all-in-one inbound marketing solution. Everything in, and related to, your startup's marketing is available in one place whether as a built-in or as an integration available via the ecosystem.
As an all-in-one growth platform, HubSpot helps companies grow by being better able to attract visitors, engaging leads and working to enable you to totally delight customers. The platform encompasses marketing, sales, and support. All the pieces use the same database, so everyone in your organization works off the same system of record. The resulting smooth handoff between marketing, sales, and support leads to better customer experience.
For a startup with a strong content marketing focus HubSpot, out of the box, offers one of the most robust ecosystems in this sphere. It has CRM, CMS, social media marketing, and analytics by default. And if that’s not enough, there are additional integrations with other industry-leading solutions like Salesforce to fill in any gaps.
In short, if the focus of your blog is content marketing, use HubSpot. And if you are looking for more information on the differences between HubSpot and WordPress, this is a thorough comparison. (Keep in mind that it was published by HubSpot.)
Any LinkedIn member can create and publish their own content using Pulse. This platform also allows you to track the demographics of your readers. You can see their industries, job titles, and locations. This can help build your reputation online, increase your credibility, and reach a large built-in audience. All things a CEO of a startup should want to accomplish.
Once you publish a post it becomes part of your profile and appears in your Posts section. Your followers and connections receive notification of your new content. Any members who don't follow you but fit your industry or share connections can also receive an update about any post of yours which just may convert them into a follower.
You can connect with your target audience, write and publish useful content to engage customers, and establish yourself as an industry thought leader. Pulse works by telling users of recommended content based on their connections, interests, and industries.
LinkedIn is first and foremost a social networking platform for C-suite and mid-level to more senior types, so it brings you an immediate audience and it does have some SEO pull.
Medium is an easy to use blogging platform that has limited social networking features. It has grown into a community of writers, bloggers, journalists, and experts. It works like a social networking site in that you start by creating an account, setting up your preferences, interests, and so on, after which you can immediately start publishing.
Medium enables you to have a blog that's separate from your company site but you have the ability to link back and forth, or to a page on the company website.
There is no setup required and no coding skills needed. You immediately have access to an existing online community of people with similar interests. And you get to focus on your writing. There's no need to design a website.
On the negative side, there are very limited features in terms of design or building your brand. Medium owns your audience so if you cease your blog, your followers go as well.
That said, this platform has other positive aspects: the built-in audience, additional SEO pull of being on a worldwide blogging platform, and the ability to link your Medium blog back to your company website, among them.
So while we can't tell you what to do or what which blogging platform perfectly meets your needs, hopefully reading through these descriptions has helped you figure out what platform will work best for you and your startup.
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