B2B Publishers: What’s Profitable for Them is Profitable for You
by MGB2B
While it may not always seem like it when you are in the midst of your media negotiations, B2B publishers and B2B marketers have a very symbiotic relationship – what’s profitable for them is often profitable for you. That’s because like you, legitimate publishers stay on top of industry trends and work to keep their customers satisfied. Finding the right B2B publication for your brand means searching for publishers who think like you do. Here is where smart B2B publishing partners can provide value:
Integrity. Readers are a publisher’s lifeblood, and the successful ones have a loyal customer base. The American Society of Business Publication Editor has a Guide to Best Practices that states:
Business-to-business (B2B) publications, online and in print, exist to serve their audiences in the specialized fields they cover, while being financially viable businesses themselves. To provide the publication’s service effectively, editors must maintain editorial excellence and the trust of the communities they serve.
Native Advertising. Publishers have embraced native advertising, which gives them the opportunity to become part of advertisers’ content marketing strategies. Even though native advertising is a relatively new medium, it is considered more effective than both “print and other offline promotion” and “traditional online banner Ads” among B2B marketers. The strongest B2B publications have found a sustainable content marketing model (read: one that allows advertiser content to harmonize with editorial without using resources that break the bank).
Data Collection. The best B2B Publishers know exactly who their readers are: job titles, geography, what types of purchases they influence, etc. This type of data not only helps advertisers select the right publications for their audience, it provides advertisers with better targeting opportunities. How do publishers get this level of data? By having content that readers are willing to pay for – with their personal information.
Remember, this is true of legitimate publications. There are still publications that rely solely on unsolicited circulations for their revenue streams or on inflated data. Be sure to do your due diligence: research and understand the publications, ask the right questions, and develop relationships with both your advertising reps and the team responsible for developing content.
Tags: B2B publishing, does native advertising work in B2B, finding the right b2b publication, how do B2B publications gather data, how to evaluate B2B media