Media relations is a crucial component to our Alloy Methodology because there’s no greater validator than an earned media placement. But as a top tech PR agency, we go a step further and strive to quantify how many leads each article sends to our clients’ websites. Over the years, we’ve found that while the glitz and glamour of a Tech Crunch article is great for optics and mass brand awareness, it’s actually B2B trade media outlets that best support demand gen efforts.
A few of our Uncommon Crew press aficionados took a moment to discuss their favorite vertical publications that drive qualified referral traffic.
Vertical Market: Retail
Total Retail is a great resource for marketing, e-commerce, operations and management executives looking for the latest news and analysis on the omnichannel retail industry. As many trade publications shift to pay-to-play, Total Retail offers contributed byline opportunities free of charge as long as the topic is timely. Within three months, a contributed byline placed for one of Alloy’s cloud clients referred more than 50% of new visitors to the client’s website and drove 595% more conversions than the website’s average.
Vertical Market: Financial Services
The Financial Brand has become one of the fastest-growing, most well-read publications in the financial services industry, boasting more than 2 million readers annually across 200 countries. If you’re a FinTech selling to retail banks and credit unions, this is the ideal place to be.
Despite relying solely on advertising revenue to fund operations, The Financial Brand continues to defy the pay-to-play trend plaguing trade publications and accepts non-promotional content from vendors at no fee. If you’re lucky enough to land in the newsletter, you’ll land in the inbox of more than 46k active readers. Regardless of how you engage with this top-tier trade publication, this is a sure-fire hit for fintech looking to reach senior-level banking executives.
Vertical Market: Healthcare
HIStalk isn’t the most well-read healthcare pub. Neither is its sister site HIStalk Practice. These sites tend not to post feature coverage, and like other HealthIT pubs, they’re becoming more pay-to-play. For those reasons, some PR agencies might exclude them from their media lists, but that would be a mistake for one vital reason: in our experience, HIStalk refers more traffic than almost any other healthcare technology-focused site.
Thanks to HIStalk’s avid following of daily readers, even a small mention in their “Morning Headlines” roundup series of news and announcements can send dozens of right-fit visitors to a health IT vendor’s website, boosting overall leads.
Vertical Market: Transportation
Industry Dive is a publishing group that produces content for 10+ million professionals in 19 different industries ranging from HR and transportation to banking and medtech. Industry Dive’s publications include a mix of original content, “TL;DR”-style recaps that refer to a mix of third-party articles from top-tier outlets such as WSJ and CNBC, as well as contributed thought leadership bylines from industry experts, including many of Alloy’s clients.
Securing a placement in the group’s Smart Cities Dive publication is particularly valuable for our autonomous vehicle, smart parking and fleet technology clients, as the publication reaches their target buyer personas – forward-thinking decision-makers that are actively engaged in selecting innovative transportation tech for their communities.
Vertical Market: Cybersecurity
For reasons somewhat unknown, articles published in Cyber Defense Magazine (CDM) have proven to drive more website referral traffic than any other security trade publication for Alloy’s clients. This is somewhat perplexing considering that the outlet authors very little original content of its own, instead of populating its website with an abundance of thought leadership and press release reposts masquerading as original coverage.
CDM has for some time been a primary sponsor of RSA, the industry’s largest conference. It is also the organization behind several popular awards opportunities. Thus, we can presume that the massive exposure derived from its annual RSA presence and awards notoriety have helped it gain credibility among readers. This could, in turn, correlate to its track record of driving more website referral traffic than any of its ‘frenemies’ in the cyber press.
Need help landing headlines that drive leads? Contact us to see how our strategic media relations approach can propel your tech company.