Medium is a content publication platform that can be strategically used for content distribution without requiring extra adjustments, allowing users to repurpose their existing content into new mediums such as videos and graphics, while still keeping the focus on their own company blog. To take advantage of Medium's built-in audience, users should syndicate their existing content on Medium by creating a brand profile, importing a link to the published content, and setting up canonical links so that search engines index the original article instead of the version on Medium. Additionally, allowing third-party publications to syndicate content can expand reach, but it's essential to keep all backlinks going to the user's website, as reposting content on Medium may have downsides such as reduced SEO value and lack of brand recognition.