Publications are unique marketing channels because they can reach your audience on and offline. Because these publications are one of the only offline content marketing options, your marketing strategy receives several benefits. Learn how to use a publisher to distribute content and the advantages you’ll receive.

Key Takeaways:

• Publications work best alongside digital distribution strategies to reach a diverse audience.
• Publishers provide an engaged audience and help you build authority in your industry.
• Publications are less competitive and allow more of your audience to see your content.

Where Can You Distribute Your Content?

According to 80% of marketers, content creation is a top marketing priority. In B2B marketing, content creation accounts for 26% of the marketing budget.

However, once you create quality content, you still must ensure that the right people see the content. The right people are potential buyers interested in and able to purchase your products.

For example, medical manufacturers and suppliers want to reach hospitals, healthcare providers, medical facilities, and sometimes even patients.

There are several popular content distribution strategies for healthcare content marketing:

• Your website’s blog
• A third-party website
• Community pages and discussions
• Social media
• Publications

Marketers don’t need to choose just one distribution channel. Instead, the most effective marketers use various channels to reach their audience at all stages of the buyer’s journey.

7 Benefits of Using a Publisher to Distribute Content

Here are seven reasons to use a publisher in your content distribution strategy.

1. Reach an Established Audience

According to 41% of marketers, the top content marketing challenge is attracting quality leads. Close behind that challenge is generating traffic and promoting content.

These are significant challenges in digital content marketing because your team distributes content online where billions of users search daily. In addition, millions of other websites compete for that traffic. So there’s no guarantee that any traffic will see your content.

Conversely, publications have an established audience regularly receiving the magazine or journal. This element eliminates the challenge of finding readers for your content. Additionally, when you publish in an industry-specific publication, you guarantee the right audience sees the content.

Image from SEMrush

2. Reach a Niche Readership

According to previous research, the third greatest challenge of content marketing is creating content that resonates with your audience.

Wouldn’t content creation be easier if you precisely knew WHO would read your content before you wrote it?

Publications give you more insights into your readers than digital channels. That’s because medical publications already have a paid subscriber list of healthcare executives, distributors, and medical sales reps.

Because you know who will read the content, you can personalize your message to that audience’s experiences, challenges, and needs. According to 98% of marketers, personalization improves customer relationships. That’s why 51% of marketers prioritize personalization in their content marketing.

3. Increase Your Visibility

Search engine optimization takes months before most marketers see results. The content you publish most likely won’t immediately appear on the first two pages of Google. Even if you invest in paid ads, you’re still not guaranteed a spot in front of your ideal audience. In addition, you’ll be competing against surrounding content.

Publishers skip the battle with complex algorithms and keywords. So while you should keep investing in your online ranking for long-term marketing goals, you can also invest where you know you’ll have an immediate audience.

Content in publications is always visible to the readers—no need to worry about whether the audience will click on the article. Your audience already chose your content when they signed up for the publication.

4. Face Less Competition

When publishing online, you compete with other sites sharing content on the same topics. In publications, you’re the only authority on the topic, which gives you an advantage as you already established trust.

All content in a publication works together to inform and engage the audience. You don’t have to consider whether the other articles will compete for the reader’s attention since the content is aligned towards the same goal.

5. Hold Attention Longer

The average reader spends 20 minutes reading publications. That’s considerably longer than people spend browsing websites and blogs. Many online readers skim blog posts to find a few pieces of relevant information.

However, your offline readers are more likely to read your entire content. This benefit makes publications ideal for sharing your most important information and strategic marketing content.

6. Distribute through an Innovative Channel

As digital options increase, the effectiveness of digital marketing decreases due to oversaturation. Conversely, the impact of your print marketing is increasing because of less competition. For example, data shows that print ad recall has increased by 67% from 46% to 77% between 2010 and 2020.

Because trends move in full circles, printed content has switched from being the norm to an innovative marketing technique. As a result, digital marketing now sits as the mainstream channel, while businesses that use published channels are seen as creative.

7. Build Your Credibility

Digital marketing is becoming increasingly more difficult. For example, Google’s search algorithm used to rely heavily on keywords. However, now Google’s algorithm looks more at the quality of content. 

Marketers refer to Google’s new algorithm guidelines as E-A-T:

• Expertise: What does the writer of the content know about the industry?
• Authoritativeness: Is the website an authority in the content’s industry?
• Trustworthiness: Are the author, website, and content trustworthy?

Building online credibility takes time. However, the result is a better ranking for your online content and website. One way to improve your online credibility is by using a publisher to distribute your content offline.

Adults trust print ads more than digital ads. This increased trust is because readers partially feel safer reading print. They’re more concerned about privacy and data collection when they read digital ads. However, they feel more in control of their print experiences.

You benefit from the publication’s authority. Because readers trust the publication, they are more likely to trust the companies that publish content within the publication.

Image from eMarketer

Distribute Your Content through Publications

Publish your most important content through Share Moving Media to make a lasting impression on your audience. Our publications connect you to an audience of healthcare executives and key decision-makers. Our publications complement your digital marketing for the greatest return on investment.

Contact us to learn more about our content publication services.