Enterprise blogging platform, which platform to choose?

Comparing Ghost, Medium, and WordPress: Choosing the right blogging platform for enterprise
Han Jang's avatar
Jul 11, 2023
Enterprise blogging platform, which platform to choose?
When evaluating a enterprise blogging platform, it is crucial to consider several key factors. An enterprise blog necessitates a distinct approach compared to a personal blog, as it requires a high level of expertise in the relevant domain and the ability to provide valuable content that is relevant to the product or service offered. Fundamentally, an enterprise blog should aim to deliver the right content, addressing customers' inquiries precisely when they arise. For instance, if a company specializes in selling shoes, the blog can focus on creating content optimized for specific keywords like "men's shoe recommendations" to attract relevant traffic and convert it into sales.
To effectively support an enterprise blog, certain characteristics should be present in the chosen blogging platform. These characteristics include:
Enterprise blog’s characteristics
Enterprise blog’s characteristics
  1. Optimized blog building (CMS) : The platform should offer robust features and tools for creating and managing a professional-looking blog with ease. It should provide customization options for layout, design, and formatting to ensure a cohesive brand identity.
  1. Custom domain : Having a custom domain, such as "www.yourcompany.com/blog" adds credibility and professionalism to the enterprise blog. It strengthens brand recognition and reinforces the company's online presence.
  1. Custom technical SEO elements : The platform should allow for customization of important Search Engine Optimization (SEO) elements such as meta tags, page titles, headers, and URL slugs. This flexibility enables the optimization of blog content for search engines, enhancing its visibility and organic reach.
  1. Call-to-action (CTA) functionality : Incorporating CTA buttons or links within blog posts is essential for guiding readers towards desired actions. The platform should provide built-in functionality or integrations to create and track CTAs effectively, encouraging conversions and driving business objectives.
  1. Specific analytics capabilities : A reliable enterprise blogging platform should offer comprehensive analytics tools to measure and analyze blog performance. These analytics should include metrics such as traffic sources, visitor demographics, engagement rates, and conversion rates. These insights enable data-driven decision-making and help refine content strategies.
  1. Generative AI assistant : An advanced feature to consider is the integration of a generative AI assistant. This assistant can provide additional support in generating content ideas, suggesting improvements, or even automating certain tasks, streamlining the blogging process and enhancing productivity.
Taking these characteristics into account when evaluating different blogging platforms will ensure that the chosen platform effectively supports a corporate blog's goals and requirements.

inblog - Lead generation blogging platform

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inblog is an enterprise-focused blogging platform targeting service that was established in 2023. It offers a comprehensive range of features tailored to meet the needs of enterprise blogs. These features include basic SEO-optimized blog infrastructure and call-to-action (CTA) functions designed to drive customer conversions. The platform provides essential analytics such as views, conversion rates, and scroll depth, which are crucial for business blogs. Additionally, in the future, inblog aims to incorporate content creation functions utilizing generative AI technology.
  • Optimized blog building (CMS) : Similar to Ghost, inblog prioritizes blog building optimization, ensuring an exceptional user experience. The platform consistently achieves high scores on Lighthouse, a tool recognized by Google for evaluating website performance and optimization.
  • Custom domain : inblog supports the utilization of both subdomains and subdirectories, granting users the flexibility to tailor their blog URLs according to their preferences.
  • Custom technical SEO elements : inblog allows users to customize various technical SEO elements, providing the ability to optimize meta tags, meta-descriptions, and other crucial on-page SEO factors to improve search engine visibility and performance.
  • Call-to-action (CTA) functionality : inblog incorporates basic CTA functionality, empowering users to create effective calls-to-action within their blog posts to drive desired customer actions.
  • Specific analytics capabilities : inblog provides essential analytics capabilities, offering insights into metrics such as views, conversion rates, and scroll depth. These analytics enable users to measure the performance and engagement of their blog content. The platform employs default settings to ensure ease of use and accessibility.
  • Generative AI assistant : inblog differentiates itself by offering the ability to generate content through the utilization of generative AI technology. This advanced feature enables users to leverage AI assistance in creating high-quality blog content, streamlining the content creation process and enhancing productivity.
In summary, inblog is an enterprise-focused blogging platform. It offers a comprehensive suite of features tailored for enterprise blogs, including blog building optimization, support for custom domains, customization of technical SEO elements, basic CTA functionality, essential analytics capabilities, and a generative AI assistant for content creation. These features collectively enhance the effectiveness and efficiency of business blogging endeavors.

Ghost - Non-profit newsletter platform

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Ghost is a non-profit content management system (CMS) specifically designed for blogging, with its establishment dating back to 2013. It has gained popularity among a diverse range of users, including individual creators, owing to its exceptional user experience and robust features.
  • Optimized blog building (CMS) : Ghost offers a comprehensive set of features that optimize the process of blog creation and management. The platform provides a range of tools and functionalities to ensure a seamless and efficient blogging experience.
  • Custom domain : Ghost supports both subdomains and subdirectories, allowing users to personalize their blog URLs according to their preferences. As mentioned in the previous article, subdirectories have been recognized as having a positive impact on search engine optimization (SEO) efforts, enhancing the discoverability of the blog.
  • Custom technical SEO elements : Ghost provides users with the ability to customize various technical SEO elements. These include the option to modify meta tags, such as meta-descriptions, as well as the ability to optimize H1 and H2 tags, among other important on-page SEO factors.
  • Call-to-action (CTA) functionality : While Ghost does offer some functionality related to call-to-action (CTA) elements, it should be noted that the available features are limited. Users can incorporate basic CTA buttons or links within their blog posts, albeit with certain constraints.
  • Specific analytics capabilities : Ghost primarily functions as a newsletter tool, and as a result, the platform's built-in analytics may not fully meet the requirements of enterprise blogs. For comprehensive insights on search engine rankings and conversion rates, additional setup and integration with external analytics tools may be necessary.
  • Generative AI assistant : As a non-profit organization, Ghost prioritizes its core mission, resulting in a slower pace of development. Consequently, while the platform offers an excellent product, it currently lacks the capability to generate content through a generative AI assistant. However, Ghost remains a reliable choice for bloggers seeking a feature-rich CMS with a focus on content creation and management.
Overall, Ghost excels as a CMS for blogging purposes, with its optimization features, support for custom domains, and customizable technical SEO elements. While the platform may require supplementary efforts for advanced analytics and lacks a generative AI assistant, it remains a respected option within the blogging community.

Medium - Great blogging platform for personal

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Established in 2012, Medium is a platform renowned for its focus on providing an optimized writing experience. However, it is predominantly utilized for tech blogs and is rarely favored for enterprise blogs, primarily due to its lack of support for custom domains.
  • Optimized blog building (CMS) : Similar to Ghost, Medium offers robust features that optimize the process of building and managing blogs. Being a dedicated blogging service, it provides users with a diverse array of tools and functionalities aimed at enhancing their overall writing experience.
  • Custom technical SEO elements : Medium does not support the utilization of subdomains or subdirectories. Consequently, when publishing posts on Medium, the resulting domain authority solely benefits Medium itself and does not contribute to the SEO optimization efforts of the user's primary domain.
  • Call-to-action (CTA) functionality : Medium does not provide users with the capability to customize technical SEO elements. Modification of crucial on-page SEO factors such as meta tags, meta-descriptions, and other related elements is limited.
  • Call-to-action (CTA) functionality : Medium does not offer specific call-to-action (CTA) features designed to encourage readers to take desired actions within posts. Instead, the platform primarily focuses on recommending other relevant posts to readers.
  • Specific analytics capabilities : While Medium does offer basic analytics capabilities, it does not cater specifically to the requirements of enterprise-level blogs. Comprehensive analytics, particularly tailored for enterprise blogs, would necessitate the utilization of additional external tools or services.
  • Generative AI Assistant : Medium does not currently offer content generation through the utilization of generative AI assistants. This particular feature is not available within the platform.
In summary, Medium, founded in 2012, is primarily optimized for writing and commonly employed in the tech blogging sphere. However, it is infrequently utilized for enterprise blogs, largely due to its lack of support for custom domains. Although Medium offers notable blog building optimization features, it falls short in areas such as customization of technical SEO elements, CTA functionality for conversions, comprehensive analytics tailored to enterprise blogs, and generative AI content generation.

Wordpress - Well-known CMS in the world

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WordPress, founded in 2003, is an open-source, installable website builder and content management system (CMS). It holds an impressive market share, powering approximately 43% of all websites globally. Renowned for its extensive library of feature-rich plugins and themes, WordPress offers a wide range of customization options. However, it is important to note that WordPress can be time-consuming to learn and may have security vulnerabilities.
  • Optimized blog building (CMS) : While WordPress is a versatile website builder and CMS, it is not specifically optimized for blogs. With the aid of various plugins, WordPress can be customized to optimize blog building. However, users need to invest time and effort to learn the platform and leverage the available plugins effectively.
  • Custom technical SEO elements : WordPress supports both subdomains and subdirectories, allowing users to configure their blog URLs to their liking. However, the initial setup process can be time-consuming and may require a learning curve to ensure seamless integration.
  • Call-to-action (CTA) functionality : Customization of technical SEO elements in WordPress is possible through the use of diverse plugins. However, similar to other aspects, it requires time and effort to set up and master the plugins in order to optimize the various SEO elements effectively.
  • Call-to-action (CTA) functionality : WordPress offers flexibility in adding call-to-action (CTA) features through the utilization of various plugins. However, similar to other customization aspects, configuring CTA features requires a learning curve and time investment to select, install, and optimize the plugins to meet specific requirements.
  • Specific analytics capabilities : WordPress offers multiple plugins for analytics customization, enabling users to gather and analyze data related to their blog performance. However, implementing and configuring these plugins can be time-consuming and may require a learning curve to fully leverage the analytical capabilities.
  • Generative AI Assistant : WordPress does not provide built-in content generation via generative AI assistants. Users must seek alternative solutions outside the platform for AI-assisted content generation.
In summary, WordPress is a widely adopted website builder and CMS, with a vast plugin ecosystem that offers extensive customization possibilities. While it requires time to learn and may have security vulnerabilities, it remains a popular choice. However, users should be prepared to invest time and effort to optimize blog building, customize technical SEO elements, implement CTA features, configure analytics, and explore external solutions for generative AI content generation.

Considerations for your enterprise blogging platform

When it comes to enterprise blogging, there are specific requirements to consider in order to achieve optimal customer exposure and conversion. The ideal enterprise blogging platform should offer the following key features: 1) optimized blog building, 2) custom domain support, 3) customization of technical SEO elements, 4) call-to-action (CTA) functionality, 5) robust analytics capabilities, and 6) a generative AI assistant. While platforms like Ghost provides valuable features, they may not fully meet the needs of a business blog for making revenue.
Introducing inblog, a service specifically designed to cater to enterprise blogs. Launched in 2023, inblog recognizes the unique requirements of business blogging and offers advanced functionalities to fulfill those needs. It goes beyond the basics and aims to provide essential features for enterprise blogs, such as content creation utilizing generative AI and seamless integration with social media platforms like Twitter, LinkedIn, and newsletters.
Choosing the right enterprise blogging platform, like inblog, will ensure that your enterprise blog has the necessary tools and capabilities to effectively engage your target audience, drive conversions, and achieve your business goals.
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