Why content matters more than ever in 2018

If you’re one of the approximately 146,000 people still purchasing print copies of The Guardian, you probably spotted something a bit different about today’s edition. A fall in sales lead the media outlet to shift to a tabloid format as of Monday, January 15, 2018. This change is more than a cost-cutting exercise for one publishing house — it’s an indication of the state of print media and the importance of content PR

By Thomas Roden, senior account executive

There’s been a long-running debate about whether print media is dead, as media outlets increasingly scramble for revenue by introducing new payment models for their web content. The Financial Times, for example, only allows viewers to read one article per day without a digital subscription. 

This isn’t likely to end any time soon. In mid-2017, Google scrapped its first-click free policy and adjusted its search algorithms to no longer penalise paywalled content. This means that media outlets are no longer disadvantaged in Google’s news listings if they wish to paywall all their articles, opening the floodgates to the introduction of subscriptions for online publications.

Of course, we’re not going to see an industry-wide transition to pay-to-view content overnight. It’s likely that this will be a gradual shift over the coming years, which will eventually trickle down and impact trade publications as much as nationals. For businesses, this will make B2B content PR even more important.

Thought leading content as a PR tool has grown in popularity in recent years. Businesses in trade or industrial sectors particularly benefit from articles that inform or guide their audience. 

Many of us search the internet for the solution to a problem, and your customers are likely no different. Most people are also sceptical of answers sourced through forums. However, there’s something about a professionally written, helpful article that implies trustworthiness, expertise and experience.

As a content PR specialist, Stone Junction has long been advising businesses to create and maintain a thought leading content area on their websites. As outlets begin to paywall their content, having editorial articles that focus on solving customer problems accessible on your own website will become an invaluable marketing tool.

But, in addition to keeping the content on a website, sharing it with the media can also be valuable. With even The Guardian feeling the sting of print costs in the digital age, being able to offer the media informative, professional content with clear value to the reader is vital to getting the best coverage possible.

With content PR and media relations becoming pivotal to modern B2B marketing, now is the ideal time to evaluate your current marketing activity. If you’d like a hand in doing so, give us a call on +44 (0) 1785 225 416 or e-mail sayhello@stonejunction.co.uk


Stone Junction is a cool technical PR agency based in Stafford. We work for all sorts of businesses, with a particular focus on technology, technical and engineering companies. We like being sent cake and biscuits by clients, journalists and prospects.

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