Product Publicity, B2B Marketing and the Web
Sean Callahan, Media Editor at BtoB Magazine, in an article entitled “Content marketing becoming vital,” wrote, “In the days before the internet, advertising was the driving force in most marketing departments. Today, however, with the advent of company websites and the rise of social media marketers have been able to move their content to the forefront of the customer acquisition process.” He cites examples of companies who have made case studies available on the web with tremendous success in penetrating vertical markets and also wrote about the importance of blogs.
One thing that he didn’t discuss was product publicity relative to content on the web. This topic was addressed, however, by John Keller, Editor in Chief of Miliary & Aerospace Electronics, a leading magazine of transformation in electronic and optical technology. He wrote in an editorial, “Military & Aerospace Electronics and Avionics Intelligence have launched all new websites, which our experts designed from the ground up to help readers get the latest news and analysis of the aerospace and defense industries not only quickly and easily, but also according to individual interests. We do this not only with navigation that concentrates on our well-known news, business, and product sections, but also with topic centers to help readers hone-in quickly on the content that is most important to them on a daily basis.”
At Venmark International, we have a stellar reputation for providing editors with news and information for their business and product sections. We are having tremendous success positioning our clients as problem-solvers through carefully crafted product news releases that provide content for all sorts of publications and their websites. The added value in preparing news releases about whitepapers, products, new contracts, website updates, and many other topics should not be overlooked. These topics all provide editors with valuable information for their readers. What’s more, this remarkable content is also ideal for use in company blogs.
The attributes of “news” are not lost with respect to internet marketing. News is an equalizer. Your company can be perceived as large and as important as Apple or IBM if you have something to present to editors that is newsworthy and you do it properly. And the added benefit today, of course, is you get directly to your prospective customers online. What’s more, properly distributed content that appears in quality media outlets will likely get you high first page rankings in most of the major search engines. Publicity is a powerful marketing tool that ties all elements of the marketing mix together, especially as it pertains to the web.
© 2012 Steven M. Stroum