For anyone who has been following this blog, you know that at AlturaSolutions Communications, the most powerful thing we bring to the table is writing and publishing articles in the trade publications your end-customers read and trust.
Why is this so powerful? Here are six reasons:
Credibility. As the Internet emerged as a sleeping giant more than 20 years ago, it started eating away at the power and influence of all types of publications, including trade publications. Yet, when it comes to trade publications, something exciting has happened in the past few years: they are on the rebound. This is happening because businesspeople, when seeking information, want to find a source they can trust. For most of readers, that source is trade publications that serve their industry. Learn more about this trend here.
Targetability. B2B trade publications target your industry. That’s where your end-customers are, and that is why articles written and published in these publications are so important to your marketing strategy.
Power to the manufacturer. Most manufacturers now have second thoughts about advertising. It’s costly and often does not have the punch it did years ago. But the worst part is that readers know that anything can be said in an ad. In other words, ads lack credibility. However, educational articles published in leading and respected trade publications do have credibility. End-customers learn about your product and how it can help them.
Depth. Only so much can be discussed in an advertisement. Advertisers know that information overload can kill an ad, so they tend to focus on just two or three features and benefits. Not so in a feature article. These articles can go into depth about a company, its products, the features of those products, and how they can benefit end-customers.
Time on your side. Most trade publications now post their featured articles on their websites, where they may stay for months, even years. Publications love it when these articles are tweeted and spread around social media. It helps promote their “books,” while also promoting the article discussing your company’s products and services.
Sharing. Related to this, published articles can—and should—be added to your company blog. Now it has real, lasting power. And if it’s appropriately posted, it will help search engine optimize your site, which will attract more end-customers to read the article and at the same time, learn what other products and services your company offers.
For more information on writing and publishing articles in trade publications and turning words into sales, contact Robert@alturasolutions.com
