A beginners guide to industry media: why it’s important for B2B
In my last blog, I spoke about how content marketing is critical for companies to connect with their customers. This week, I wanted to delve a little deeper into industry media and why it works so well for B2B companies.
For those who do not know what industry media is, this is predominantly a paid targeted media channel that focuses on specific industries or sectors. With reference to ‘paid’ I have found over the years, as you build a relationship with the publisher you will find they can be very accommodating in the partnership and you can receive extra benefits.
Nowadays, there are many smart ways to share content with industry publications. This could include contributing to a case study, white paper or hosting a webinar. I've found these types of content-driven approaches to be successful for B2B companies. Leveraging your presence in industry media is crucial to building brand awareness, credibility and thought leadership within your target market.
If you use industry media effectively and promote your business through targeted publications, you will create valuable connections and help your company stand out from the competition.
“Content builds relationships. Relationships are built on trust. Trust drives revenue.” Andrew Davis.
Why industry media should be part of your marketing strategy:
Builds Brand Awareness: By consistently sharing content on industry media platforms, B2B companies can increase their visibility and establish themselves as thought leaders in their field.
Generates Qualified Leads: Industry media platforms allow B2B companies to reach and engage with their ideal customers. By creating valuable, informative content, they can attract potential customers and nurture them through the sales funnel.
Enhances Credibility and Trust: When B2B companies contribute to respected industry publications, it helps strengthen their credibility and position them as experts. This can foster trust with potential customers and differentiate the company from competitors.
Keeps Pace with Industry Trends: Staying active on industry media allows B2B companies to stay up-to-date on the latest trends, challenges and innovations in their sector. This knowledge can then be used to create more relevant and valuable content for their audience.
Improves Search Engine Optimization (SEO): Sharing content on industry media platforms can help boost a B2B company's search engine rankings, as these sites often have high domain authority. This can drive more organic traffic to the company's own website.
Next steps:
Speak to your sales and marketing team and your customers to identify the key industry publications they find credible.
Define your goals: Set clear, measurable objectives for your industry media ie:
. Increase Brand Awareness
. Improve Search Engine Optimisation (SEO)
. Generate Leads
. Establish Thought Leadership
Choose relevant content types: Select the most appropriate content formats (e.g. case studies, whitepapers, webinars) to effectively reach and engage your target audience.
Analyse the content and topics covered in these industry media titles: Conduct thorough research to identify the topics and themes that are most relevant and valuable to your audience.
Need help - Book a call.