Membership Hack: The Right Medium for Maximum Reach
The Fiber Broadband Association uses a platform called Medium to blog about industry news, information, and advocacy. With millions of users, it lets FBA distribute content far and wide.
How to hack it? To start a blog for your members, you don’t need a big budget or large team of dedicated staff writers and editors. It’s more important to know how to tell a good story and to use the right medium to share it.
The Fiber Broadband Association uses a publishing platform called Medium, a free tool with more than 60 million active daily users, providing access to an audience for content on almost any topic. “Medium also has a large number of built-in users whom we might not be able to reach by simply posting [to] our website,” says FBA President and CEO Lisa Youngers.
Why does it work? FBA’s blog, Fiber on Fire, delivers a stream of information to members succinctly and quickly. Most posts are less than 500 words, and the content varies week to week. “We share member updates, new research, and our opinion on public policy issues that impact the fiber industry,” Youngers says. But it also works well for longer-form content, like this post detailing several advocacy goals and objectives.
What’s the bonus? Medium can also be configured as an extension of an association’s web and social media presence. FBA embeds Medium content in a homepage sidebar. Meanwhile, it’s “incredibly easy to use and integrates well with the other social media platforms we also use on a regular basis,” Youngers says.