Trade press – from magazines and blogs to journals – provide people with news, insights, educational information and advice and thought leadership. All of it is geared at keeping people informed and up to date on what’s happening in their industry, how to solve their business challenges and opinion on topical issues.
What are the trade media benefits?
Trade press is incredibly influential for a few reasons:
They are targeted at niche audiences – therefore your piece will be seen by the people you want to see it.
News editors often cite or reference trade titles when they are looking for experts or opinion on particular topics. So coverage/influence increases your chances of being sought after for more PR.
You are more likely to get coverage in trade press. Why? Because this type of media and their audiences want to publish and consume your content.
They love detail – their audiences speak your industry’s language and jargon so you can get really in depth about the technical elements of your products and services.
They also love thought leadership. This type of content is a key way to secure PR because as an expert in your field you can share your thoughts on your sector and raise your own positioning as industry experts. Valuable thought leadership can also lead to other opportunities such as being invited to speak at important events or contributing to research studies, not to mention generating more PR opportunities.
You can share press coverage on your own website and social media platforms to share with your audiences – adding to your relevance and credibility – and reach more people.
And the chances are your competitors are already doing this – make sure you are promoting your business just as much, if not more, than they are.
How can I get trade press coverage for my business?