Medium vs. Substack: A Guide for Authors Looking to Grow Their Audience and Authority

Many authors ask us: “Should I be writing on Medium? What about Substack?” If you’re trying to grow your thought leadership, build a loyal readership, and create momentum for your book or business, publishing content on platforms like these can be a smart move.

But choosing the right one—and using it effectively—requires strategy. In this guide, we’ll break down:

• The differences between Medium and Substack

• Which platform makes sense for your goals

• Best practices for each

• How to avoid common pitfalls

• And how both can support your long-term author platform

Why Medium and Substack Are Powerful Tools for Authors

• Write and publish long-form content with minimal friction

• Build an email list or subscriber base

• Demonstrate thought leadership in your niche

• Drive traffic back to your book, website, or offer

• Keep your writing muscle strong while your book is in progress

Medium: A Content Discovery Engine with Built-In Reach

Best for: Authors who want exposure, thought leadership, and new reader discovery.

Strengths:

• Huge existing audience (100M+ monthly readers)

• Algorithmic distribution—your post can reach strangers, not just subscribers

• Clean, professional UX

• Built-in SEO value (if posts are optimized well)

• You don’t own the audience (followers ≠ email list)

• Revenue via Medium’s Partner Program is minimal unless you go viral

• Limited control over branding and formatting

1. Write for search and story. Combine compelling storytelling with clear SEO keywords. Medium posts can rank well in Google.

2. Use tags wisely. You can add up to 5 tags per post—choose strategic ones that match your niche and readers’ interests.

3. Leverage publications. Publishing under large Medium publications (like Better Humans or The Startup) can 10x your reach.

4. End with a call to action. Direct readers to your newsletter, lead magnet, or book. Every post should funnel people into your author ecosystem.

5. Stay consistent. Publishing once a week or even biweekly keeps you visible in Medium’s algorithm and builds a following over time.

Substack: The Modern Email Newsletter Platform Built for Connection

Best for: Authors building a loyal, recurring readership or preparing for a book launch.

Strengths:

• You own your list (and can export it)

• Intimate, direct connection with readers

• Supports audio/podcasts, comments, and paid subscriptions

• No algorithm—everyone gets your content

• Harder to grow organically—you need an existing audience or promotional strategy

• Not optimized for search (Substack SEO is improving, but not its core strength)

• Readers must “opt in,” which raises the bar for conversions

1. Create an onboarding sequence. Use a welcome email to explain who you are, what kind of content readers can expect, and where to find your book or resources.

2. Give more than you sell. Lead with value. Thoughtful insights, behind-the-scenes book progress, curated recommendations—these build trust.

3. Use Substack’s recommendations feature. Cross-promote with other writers. This is one of the few built-in discovery tools on Substack.

4. Test paid tiers strategically. If you want to monetize, offer bonus content, behind-the-scenes looks, or community access. But wait until you’ve built trust.

5. Stick to a schedule. Weekly or biweekly emails keep you top of mind. Inconsistent publishing = churn.

Which One Should You Choose?

• You want to reach new people via content discovery

• You don’t yet have a big list or audience

• You want to experiment with ideas, essays, or thought pieces

• You’re focused on SEO, virality, or topic authority

• You want to build a long-term relationship with readers

• You already have a list (or are ready to build one)

• You’re preparing to launch a book, product, or coaching offer

• You want full ownership of your audience

• You repurpose content strategically (e.g., publish full essays on Substack and repost excerpts or versions on Medium)

Final Tips for Authors

• Start simple. Don’t overthink your content. A thoughtful 700-word piece can outperform a flashy 2,000-word essay.

• Link back to your book or lead magnet. Always drive people into your funnel.

• Track what’s working. Use Medium’s and Substack’s analytics to see what topics or styles resonate.

• Think long-term. These platforms build slowly—but the results are cumulative. One post could change your life six months from now.

The Bottom Line

Whether you’re trying to build authority in your niche, grow your email list, or create momentum around your ideas, the key is consistent, reader-first content that aligns with your goals.

And if you’re serious about turning your ideas into a high-quality book that builds your brand and legacy, you don’t have to do it alone. That’s where we come in.

Ready to write the book that changes everything? Schedule a free consultation with our team to learn how we help authors publish world-class books that grow their authority and business.