Many B2B marketers believe trade publications are now relics. It’s true, the power they had just a decade ago has long been diminished. Further, many trades in a variety of industries have gone out of business. And one more thing: have you seen the print edition of most of the trades? While there are some exceptions, most of them are, excuse the expression, “paper thin.”
But hang on. Trade publications still have power. Trade publications are not relics.
Here are six reasons why they still can be powerful marketing tools, especially in the B2B industry:
Trade Publications Have 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 the trades, 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. More on trade publications and publishing in general can be found here.
The Trades Have Targetability
B2B trades 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.
They Are Made for Manufacturers
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.
Trade Publications Have 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 Is 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.
Trade Publication Articles Are Designed For 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.
More Insights Located Here
