Paytm’s blog has moved from WordPress to Medium. I think it’s a clever decision.
I haven’t seen many brands who have utilized Medium properly in India. WordPress is more ubiquitous here, with its templates for blogs not very appropriate.
For brands, Medium does not offer much. But the little package it offers definitely has all the necessary features for new-age company blogs: simple flat interface with Georgia typeface that make the articles read like stories, easy-to-use blogging engine, HTTPS by default (for free) and integrated social networks for better discoverability.
With Medium, you get free hosting and it’s reasonable that you see Medium’s branding (logo on the top) even with custom domains.
I think brands don’t always have to spend time and resources on building a blog. With its design, Medium seems to have considered this nexus between brands and blogging platform is important and hence provided an effective solution.
I agree with Marco Arment’s opinion that individuals don’t have to depend on free platforms like Medium and could actually invest time building their own blog. But for businesses and some times publications, I feel Medium is a great option. The Slack blog and Backchannel are a couple fine examples I know.
Medium’s platform is really useful for a company’s blog when the company’s root domain is a an application/utility, like Paytm. So that the blog doesn’t have to feel native to the application’s interface and being familiar at the same time.
The match between Paytm and Medium is perfect because their UX team uses a lot of white space. From what I have been following up, Paytm has always stayed up to date with technological implementations on its website, app or the blog. Ahead from the competition.
Here’s Paytm CEO Vijay Shekhar Sharma’s comment on the competition:
We never talk about our competitors because what we are doing is never related to what they’re up to.
Even though Paytm says it doesn’t like to look at its competitors, its blog is effective compared to the blogs of FreeCharge, Mobikwik, Citrus Pay and Ola Money (recharge and wallet); Amazon, Flipkart and Snapdeal (shopping). Visiting most of these (WordPress) blogs which indulge with all sorts of crap is just an awful experience.
When compared to WordPress, setting up a Medium is largely simple. You don’t have to look at choosing and customising themes. WordPress is simply not ready-made.
Currently, the Paytm blog is not too noisy with only important updates being published. They are not even sharing their supposedly entertaining video ads. After the announcement of demonetization, Paytm went all guns blazing. As a solution in the time of cash crunch in the country, more people want to know about Paytm’s new announcements. Medium is being at the forefront helping them to do this effectively.
I wish to see brands and publications to implement Medium for announcements and stories.