Transparency in B2B Print Circulation
by MGB2B
While trade magazines are a tried and true tool for B2B marketing, it is not always easy to find transparency in B2B print circulation. For example, this month I’ve noticed that a business journal (that shall remain nameless) has been delivering an excessive amount of copies to our office. Of the 16 copies sent, two are addressed to current employees, one is addressed generally to “Mascola Group,” and 13 are addressed to former employees, some of whom have not worked here in 10+ years. The moral of the story is this: business publications inflate their circulation numbers. Not only that, it often goes unnoticed because in offices, duplicate and unwanted magazines get sorted right into recycling, before they have a chance to reach their intended recipients.
While it is impossible to have zero waste in a print campaign, it is possible to minimize it by working with publications that are transparent and take the following steps to ensure you have all the information you need to make the right placement decisions:
Continue ReadingStep Up Your White Paper Game
by MGB2B
White papers can and should play a role in the content marketing strategy of your business. White papers can show potential clients why you are the thought leader in your field. They can be used: to answer common questions or problems that arise in your industry, as case studies for a recent success, or to share relevant research done by your company. Whatever you choose to write about, white papers can be hosted on your website and shared with potential customers. What most businesses don’t realize is how to make white papers stand out and actually be read. Here are the three most important elements to keep in mind:
Continue ReadingFor Time’s Sake: Repurpose Your Long-Form B2B Content
by MGB2B
Creating good content is a time investment. This is especially true in business-to-business marketing, where the typical length of a white paper is 6 to 10 pages if not more. What goes into those pages? Research. Statistics. Testimonials. Sweat, and maybe some tears, too. And then – it’s done. The fruit of your labor is sent out via press release or company email and that’s it. It’s over. Right? Wrong.
Continue Reading