I have been having this debate with teams since last two years. Finally, I can throw in some insights from my experience.
Medium or WordPress?
First thing first – what’s the goal for your blog? Who is your audience?
Short term – Medium.
1. It will save you the time and hassle of setting up the blog on your own.
2. Easy distribution within your network of medium users and publications.
Long term – WordPress.
Because Long term = Branding.
It goes unsaid that if your target audience is majorly hanging out on medium, you have to be there.
If your focus is to build brand awareness and rank for those keywords just to get your name out there, Medium does perform well in search, and you can probably build up an email list if your content is high-quality.
However, hosting a blog on your site means that traffic is going to *you*, and not Medium. And I think there’s something to be said for the authority that’s built when people are actually on your site (which is branded) and can click around to see what else your company has to offer (allowing them to move through the funnel at their own pace).
On Medium, sure, they can click through to your site, but that’s one extra step.
So if your content is more top-of-the-funnel, brand awareness type stuff, Medium would probably work well.
But if you also want to use the blog for middle- or bottom-of-the-funnel content in order to improve conversion rates, I’d suggest sticking to your domain.
Let me ask you one question:
Would you have your palace built on a rented space?
Think of content as your kingdom. You gotta build your palace on your own property – that is your own website.
I would recommend medium for starting off – a good way to get in the game. You have more visibility and build a network of genuine followers. But don’t get me wrong when I say you have to start building your own brand too. When it comes to brand, the first thing is your domain. So, why not have a domain from the very start. Syndicate content on medium and on your own domain too. Have a fun combination of both! Maybe top-of-the-funnel stuff on Medium and middle- and bottom-of-the-funnel on your site? Might be worth testing out a few pieces on Medium, just to see what happens.