All marketers know that an article in WBJ or a spot on national news can have a huge impact on enhancing a company’s credibility, visibility and name recognition. The problem is that this type of media coverage is tough to get. Brands can spend valuable resources pursuing opportunities that never come to fruition. While coverage in top-tier media may reach more people, trade magazines remain a relevant and powerful medium for companies who want to establish their thought leadership and gain a competitive edge in their industries. Trade magazines feature practical, informal, and action-oriented content for and from practitioners in the field. This specialized, technical focus makes the channel a perfect fit for B2B organizations looking to reach their target audiences.
Four Reasons Trade Magazines Are Vital to Your B2B Marketing Mix
When integrating trade journals and magazines into your marketing strategy, it’s important to understand what this distribution channel accomplishes for readers and contributors alike.
1. Trade publications seek contributed content from a range of experts.
Unlike consumer and general business magazines, trade magazines have smaller teams and are always in search of quality content. Many trade outlets welcome editorial submissions of in-depth articles, blogs, case studies, opinion columns and visual content authored by industry experts. In addition to being more affordable than paid advertising, trade magazines and their editorial content are trusted by readers, further increasing ROI. In fact, 80 percent of decision-makers want articles, not ads, from potential partners.
2. Trade publications offer an amplified voice for niche markets.
With specialized content that caters to specific industries, professions and interests, trade publications cater to highly targeted audience compared to other magazines or the wide net of social media. This becomes especially important when operating within niche industries. As a result, they offer a unique opportunity for businesses to communicate directly with their desired audience. Research shows that 47 percent of B2B buyers get product information through publications that they trust and read regularly. By leveraging the power of trade magazines, companies can reach a highly engaged audience that is interested in their products or services, strengthening relationships within their industry. This not only helps to build credibility and authority, but also creates a competitive edge in the marketplace. A crowded market calls for specialized channels, and trade publications offer just that for businesses looking to stand out and succeed in their industry.
3. Information overload has individuals looking for trusted sources and vetted expertise.
The internet, social media in particular, has provided anyone with a computer the opportunity to voice their expertise and opinions. While this can be valuable, it also creates a noisy digital network and crowded marketplace. Through in-depth editorial processes, trade publications help readers focus on expertise they can rely on, without digging through unreliable or irrelevant search results. A 2021 DemandGen study revealed 62 percent of those making B2B purchase decisions said they rely more on practical content like case studies and webinars to guide their buying decisions. They also cite a higher importance on the trustworthiness of the source. Further, as contributors, authors are able to share their experiential knowledge, still vetted by specialized editors, without the need for the extensive scholarly research required in peer-reviewed articles.
4. Trade magazine content can get technical.
Trade magazines expect their audiences to understand technical aspects of the field. While this type of content may not be suitable for a general audience, it is highly valued by industry professionals who are looking to stay up to date with the latest trends and advancements. This is a boon for both readers and contributors who require specific solutions that delve into the intricacies of a product, technology, skill or practice. Technical content that provides actionable solutions also establishes a value-based relationship from the readers’ first touchpoint. This fosters trust, leading to a strong reputation as a reliable source of information and converting readers into new customers.
In addition to the above reasons, editorial coverage in trade publications is a valuable marketing tool after the article publishes. By promoting editorial content through other marketing channels, brands can extend the lifespan of the content and increase their credibility, searchability and name recognition in their marketplaces. Click here to download our guide to 15 ways marketers can maximize the reach of their editorial coverage.
The Value of Going Big in a Smaller Space
In the B2B marketplace, trade publications play a critical role in getting a brand in front of their ideal audience, especially in a competitive, global marketplace. When organizations focus only on massive channels such as SEO or social media, they miss out on the opportunity to leverage targeted mediums that are already well established by experts in the field. Trade journals and magazines across digital and print help organizations make their message heard by the individuals who can benefit from it most.
