Why Brands Still Need Trade Publications in B2B Marketing

by MGB2B

It seems like everywhere you look today, another form of media is declared “dead,” made obsolete by the changing content consumption landscape. While content delivery is unquestionably evolving, traditional staples like trade publications in B2B marketing are not to be abandoned. Here’s why:

Traditional audience: Take a step back from the overused and abused term “content marketing” and consider its true purpose: to share information that educates, entertains, and makes your brand memorable. Or, put simply, an expertly written article in a trade publication. There will continue to be CEOs, marketing managers, and all those in between who prefer the traditional print approach to content, and to reach them, your brand needs to be there.

Trade show tie-in: Publications often keep close ties with annual trade shows, in some cases acting as hosts or major sponsors. Maintaining relationships with these pubs through advertising and editorial contributions can earn your company unique opportunities at in-person events, ranging from exhibitor highlights to video coverage and ad space.

Social media adaptation: As I mentioned above, content delivery is changing, but the true purpose of the content remains the same: to inform, educate, and entertain. Social media is the perfect outlet for trade publications because it consistently expands their reach, satisfying loyal readers and acquiring new ones. With many B2B outlets now publishing digital content, they’re more active than ever online, giving brands valuable opportunities to interact and tap into publications’ vast audiences. And the platforms best suited to these pubs – Twitter and LinkedIn – have also proven to be the most effective for B2B brands.

Digital content is undoubtedly growing in the B2B marketing space, but abandoning traditional outlets like trade publications can alienate not only your customers, but potential partners, too. Be sure to consider all pieces of your marketing mix, and their audiences, as you brand evolves into the future.

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