B2B Inbound Marketing is very dependent on getting articles published in major trade publications.
Whereas publications used to have editors and several staff writers years ago, today many have no writers, just one editor and an assistant running the entire publication’s operation.
This means they need marketing content creators to provide quality content. They are always looking for articles to be placed in their trade publications that serve their readers interests. It not only brings new subscribers to the publication, but advertisers to the magazine, online or in print.
When end-customers read something that is credible – meaning the topic is professionally researched, thought out, and believable – it educates them and helps them in their own business operations. This is key to a B2B Inbound Marketing strategy. The result: it can have a very influential impact on end-customers who are much more likely to investigate the product or the company discussed.
Here are the most common ways articles in a B2B Inbound Marketing strategy are submitted to editors:
Byline the article by the client
Many publications prefer this. Then the client becomes the expert, the “thought leader” as they say. Editors like to have thought leaders writing for them; the client likes to be viewed as a thought leader; and in the process one of their products is referenced in a tactful, subtle way.
Quote the client
This can be yet another effective way to brand your client as a thought leader and help promote their products or services. It is used frequently in B2B Inbound Marketing.
Quote an expert
Recently I wrote an article for a client in a trade publication and found an independent and respected industry expert discussing and praising the client’s key products. There is nothing more powerful when promoting a product than to have an industry expert discuss its virtues.
Become the observer
Here, the article is placed under a third person’s name. This person describes a problem they have seen and explains how a product, tool, or equipment addressed and corrected the problem. The clients product is brought in as the solution, making this another powerful B2B Inbound Marketing strategy.
Offer a case study
Some publications like case studies. The editor wants the content writer to discuss an operational problem at a school, for instance, bring in as many facts and figures as possible, and then conclude with how the situation was addressed and corrected. Again, it is the client’s products to the rescue.
Write a Q&A
Some editors really like articles in a question and answer format, and so do PR/Communications professionals. It is the easiest way to turn a client into an expert and by providing powerful, educational, and credible answers, it helps brand the client, builds loyalty and trust, which we believe will turn into sales.
Prepare a glossary
You’d be surprised how often editors like a glossary of terms submitted for a specific industry. They invariably welcome these and publish them, helping to promote the client and their products or services.
This approach can work wonders with a critical editor. Some editors will not allow any mention or reference to a product in articles. Further, they do not want the article to quote a manufacturer (the client). What they will allow, however, is pictures of the client’s products being used. These are called “action images.”
More information on marketing content creation can be found here.
AlturaSolutions Turns Words into Sales | 312-880-8176