About 91% of marketers say lead generation is a top goal, yet 37% say generating quality leads is their ultimate challenge. Finding those quality leads to fill your pipeline starts with reaching your target audience with your marketing content. When you partner with a trade publisher, you have a higher chance of reaching that audience with your message and filling your pipeline with quality leads in the medical field.
Key Takeaways:
- A trade publisher distributes journals and magazines to a niche audience in a specific profession or trade.
- Partnering with trade publishers allows you also to access that target audience.
- Trade publishers already have authority in their field, which you can benefit from when partnering with them for content distribution.
What Is a Trade Publisher?
A trade publisher creates and distributes regular industry trade publications like a trade magazine or journal focused on a specific trade or profession.
For example, Share Moving Media is a trade publisher with two industry-leading publications in the medical field: Repertoire Magazine and The Journal of Healthcare Contracting.
When you partner with a trade publisher, you submit your content to the publication where their large readership will see your message.
5 Advantages of Partnering with a Medical Trade Publisher
There are five primary benefits to partnering with a medical trade publisher like Share Moving Media to reach your target audience.
1. Reach an Engaged Audience
Customer engagement is the interactions between you and your customers. B2B businesses that successfully engage buyers see 50% higher productivity and 63% lower customer attrition. Strong engagement is when you reach out to your buyers, and they respond to you. The best way to encourage this engagement is by using multiple marketing channels. About 78% of customers prefer omnichannel customer engagement.
Partnering with a trade publisher adds another channel to your engagement strategy for reaching your target audience and encouraging a response. One of the primary reasons a trade publication is more effective at engaging your audience is that the readers are already engaged when they see your content.
When you publish online content, not everyone who sees it is interested in reading or engaging with the content. However, the readers of trade publications actively subscribe and consciously decide to pick up the magazine to read information about the medical industry. This means they are already interested in your content and are ready to engage with it.
In addition, printed content is one of the most engaging formats. About 73% of adults prefer print over digital content. In addition, 62% of readers will respond to a magazine ad.
Image from Apptentive
2. Target Your Message
Having a target audience saves you time and resources because you can attract leads with a high intent to purchase from your brand. Once you know your target audience, you can create content dedicated to that audience. Through targeted B2B medical content, you generate quality leads interested in that content because they find it relevant to their situation and it meets their needs.
There’s a missing piece in this formula. It’s the bridge that connects your targeted message to that relevant audience with a high buying intent. Just over 90% of website pages don’t see any traffic, so relying on digital publication alone isn’t guaranteed to work for content marketing.
However, publications do offer a guarantee. For instance, The Journal of Healthcare Contracting reaches 12,400 healthcare executives. Therefore, the content you publish in that trade journal will land in front of those potential buyers within your target healthcare audience.
In addition, you don’t have to wait for that target audience to stumble on your content. Instead, it comes right to their inbox or mailbox, where they will see it rather than relying on unpredictable search algorithms.
3. Adds Credibility to Your Message
Building authority shows your customers that they can trust your brand and products. It’s essential for attracting new customers and retaining current customers. The average B2B buyer engages with at least ten pieces of content before they make a purchase decision. Your content can offer the research and information they need to make a purchase decision while also building trust, which is one of the top goals content marketers achieve through their content.
A reputable trade publication in your industry builds on that foundation of trust. The publication already has a faithful community of subscribers who trust their magazine or journal to be an authority in the industry. When you publish in a trade magazine, you not only build trust from your content but also receive an extra measure of loyalty because of the backing from the authority publication that your audience trusts.
Image from 99Firms
4. Stand Out from Other Content
Content creators publish over six million blog posts each day. When you publish digital content, it only remains relevant briefly before newer content replaces it. In addition, you need to fight for your audience’s attention.
However, publishing through a partner trade publisher helps you combat your competition. You can reach your audience through a less saturated channel without as many pop-up ads, competing links, and web pages that draw your audience’s attention away.
5. Makes Marketing More Convenient
Creating content is just one step in a very long content marketing process. In addition to researching and creating content, you must optimize it, distribute it, and collect data reports.
However, you can’t skimp on the writing stage, as quality content is the most important part of a modern content marketing strategy. Quality is what helps you stand out from your competition. Quality content is well written, with updated information and relevant content for your audience.
When you partner with a trade publisher, they take care of the distribution and marketing so you can focus on content creation. This allows you to invest more time creating content to see better results. Then the trade publishers focus on generating a large readership and getting your content to that audience.
Partner with a Trade Publisher
Do you want to reach your target healthcare audience more effectively with your marketing content? Consider partnering with Share Moving Media and advertising through our publications that reach key decision-makers in the medical field.
Contact us to learn more about our partnership opportunities.
