Although the internet dramatically changed the publishing industry, the dust has settled and many magazines, journals and other news sources have reinvented themselves to compete in a digital economy. While it’s true that the number of print magazines has declined, B2B publications have evolved into multi-platform brands that service their audiences in new ways. By offering new platforms including webinars to tradeshows to research databases, savvy and forward-thinking publications have survived and thrived in the face of rapidly changing technology.
Trade magazines, business journals, news and blog sites, newspapers and other forms of media that rely on the written word continue to serve an important purpose. They provide information, expertise, thought-leadership and timely reports to help readers stay informed, gain knowledge and solve business challenges. Content includes:
- The latest industry events and announcements
- Press releases
- Case studies
- Research
- Educational surveys and statistics
- Special reports
- Opinion columns
- Feature articles
- In-depth discussions of new developments and practices within specific fields.
Regardless of the format of content, one benefit trade publications provide is the ability to increase a company’s visibility, credibility and name recognition in the marketplace. And by accomplishing those goals, they deliver contributing authors with important business opportunities. Here’s why.
Benefits of B2B Publications
- They reach the desired target audience, increasing the likelihood of generating new leads or inquiries. For example, the primary readers of trade publications are often middle and senior management with purchasing power. With published bylined articles, authors skip the gatekeepers and go straight to the decision makers. They have more appeal than ads. Plus, they capture the attention of readers exactly when they are seeking answers to their challenges and looking for specific information.
- They help you become a recognized expert in your industry. Generally, trade publications and business magazines are authoritative and trustworthy resources. That means the content contained between the covers was vetted and deemed worthy. The more often your name appears in print (or online), the greater your name recognition is in the marketplace.
- They develop a competitive edge. Magazines have to fill pages with content. If you are not among the editorial contributors, your competitors might be. Publishing an article, whitepaper, or other forms of content puts your company and its expertise front and center. If your competitors are supplying content instead of you, prospects will look to your competitors first.
- They assist with the business development and sales process. Content that features successes, insights and powerful leadership of a firm boosts the morale of the employees and other stakeholders. Not only are their own achievements recognized, published work strengthens their belief and advocacy of their company’s brand. This provides business development new and valuable ammunition to make the sales job easier. A portfolio of supported content becomes a tangible reference of the successes of your firm, product or service.
Getting Published = Competitive Edge
While traditional publishing has changed dramatically over the years, trade magazines and other business publications are still a powerful medium for companies that want to attract attention, demonstrate thought leadership and create a competitive edge in the marketplace. By developing a marketing plan that makes getting published a key initiative, companies can expand their influence, accelerate growth and build their brands.
