Back in the 1990s, many companies started to publish their own magazines. I think that idea’s time is most definitely back.
What will B2B marketing look like in 2035? We have no idea, of course. But just as 2015 isn’t that long ago, 2035 isn’t that far in the future. I think that we can extrapolate that things will be different, but by no means unrecognisable.
Is there anything we can predict with some confidence, that we can prepare for over the next decade? I believe there is: building our unique, owned audience – the database of enquirers, prospects and customers that nobody else has.
Many of us are doing that, and have been for years. But I do believe that this is so important that we all have to try to do better at nurturing this audience. Here’s one approach.
An online monthly magazine
One business I know puts out a ‘magazine’ every month, published as an email newsletter and as a small series of web pages. Each month’s issue has four articles, with something for everyone, from technology backgrounders for people on the fringes to product tips for existing customers. It’s a great idea, which requires just one article a week to be written.
This magazine keeps the audience current and helps grow it, allows offers and news to be disseminated effectively, and makes the company look like the one to be with.
Back in the 1990s, many companies started to publish their own magazines. Some of these were incredibly successful, but eventually (just like the trade magazine industry) they succumbed to soaring print and post costs. For some reason, switching them over to online equivalents never really happened. But I think that idea’s time is most definitely back.