With B2B buyers now having access to more information than ever before, earned media plays a critical role in shaping their decisions.
Earned media refers to organic, non-paid exposure, such as being quoted in an article, featured in a podcast or mentioned in a broadcast segment.
Why earned media builds trust and drives engagement with B2B buyers
Earned media plays a vital role in your wider communications and marketing strategy, helping to get your brand directly in front of the decision-makers that matter and establish third-party trust in your company.
By tapping into earned media, you can leverage your insights and expertise to educate your potential customers on relevant topics. Research has found that buyers are more likely to engage with vendors who educate them on relevant topics, with 92% more receptive to a vendor who has helped them understand a specific area in technology.
Not only this, but creating consistent content can build trust with buyers, with 90% of tech buyers more likely to respond to a tech vendor’s outreach if they’ve seen multiple pieces of their content online.
Why B2B buyers trust independent media and analyst publications
Don’t just take our word for it – recent studies show that B2B buyers use independent media sources like analyst reports and industry publications for business guidance. Over 60% of global technology buyers rely on analyst websites and content when researching solutions, with 59% also spending an increasing amount of time on independent media publisher sites, suggesting a preference for unbiased, third-party content.
So, how can businesses leverage earned media to build awareness, establish credible thought leadership and ultimately influence potential customers?
How trade media helps B2B brands reach decision-makers
Earned media isn’t all about product press releases and announcements. It’s about creating high-quality content that positions your business as a trusted source and industry thought leader that can resonate across multiple channels.
B2B publications, alongside social media and industry newsletters, remain a top choice for decision-makers. They speak directly to decision-makers within key industries, such as CIOs and CSOs, who are often not the focus of mainstream media.
By engaging with trade publications such as Diginomica or Computer Weekly, you can speak to your potential customers in a level of detail that would not be possible in national media and highlight the problems your brand is solving in a language they will understand.
And let’s not forget about podcasts. Podcasts are becoming a valuable channel for thought leadership content, with 37% of B2B buyers regularly listening to them. They enable audiences to connect a face or voice with a brand, providing organisations with the opportunity to showcase more personality than other types of media allow.
How long‑form trade media content educates and influences B2B buying decisions
Long-form articles and expert commentary allow you to explore complex topics in depth. Whether it’s AI trends or cybersecurity challenges, trade media gives you space to speak directly to your audience in a meaningful way.
This format supports strategic storytelling and positions your brand as a knowledgeable voice in your industry.
How to put earned media at the centre of a B2B communications strategy
Prioritising earned media can greatly benefit your business growth. By creating high-quality content, maintaining brand visibility and establishing a strong brand presence across relevant channels, businesses can build trust, educate customers and influence B2B buying decisions.
Ready to strengthen your earned media and trade media strategy?
If you’re looking to build trust, influence B2B buyers, and amplify your brand through earned media, get in touch with us at [email protected] to explore how we can help you create a tailored media relations programme.
Frequently Asked Questions
Why do B2B buyers trust trade media?
B2B buyers trust trade media because it provides specialist, independent analysis tailored to their industry. Trade publications and analysts are seen as more credible than brand‑owned channels, making their coverage influential during research and decision‑making stages.
How does earned media influence B2B buying decisions?
Earned media influences B2B buying decisions by educating buyers, reinforcing brand expertise and building familiarity over time. Consistent visibility across respected third‑party channels increases trust and makes buyers more receptive to vendor outreach.
