For business-to-business editors, the news is much more niche, with fewer news sources covering the same industry eliminating the level of exhaustion we feel from regular consumer news. However, it’s still something to keep in mind. Even though there are fewer players covering your industry, it doesn’t mean your readers won’t feel annoyed by seeing the same stuff everywhere. Consider what’s missing in the coverage and give it to them. If you’re providing readers with quality content, they will see value in your brand and continue to come back to your site – ultimately increasing consumer engagement, loyalty and increased traffic numbers.
Maureen Alley is managing editor for Website Magazine, a trade publication dedicated to Web professionals. She was formerly managing editor for Residential Design & Build magazine, a property of Cygnus Business Media. Alley graduated with a BA from the University of Wisconsin-Stevens Point, and is currently attending Roosevelt University in Chicago for her Masters of Science in Journalism. She has been a member of ASBPE since 2006 and was a judge for the 2009 Azbee Awards program. She writes a blog at www.maureenalley.com about young journalists and new media. Contact her at malley13[at]gmail[dot]com.