How to leverage media audiences for your B2B brand growth

February 23, 2023
3 min read
Business-to-business growth

In today's fast-paced and hyperconnected world, B2B companies constantly seek more effective ways to reach their target market. Traditional marketing channels such as email, cold calling, and direct mail still have their place, but leveraging media audience can be a highly effective strategy for getting in front of businesses and generating leads in today's world.

Not convinced yet? let's show you the benefits of tapping into the right media audience:

Increased brand awareness: A report from Content Marketing Institute shows that the most successful B2B marketers increased brand awareness using paid media. By appearing in the media outlets your target market consumes, you can increase your brand's visibility and build awareness of your products and services.

Enhanced credibility: When your brand is featured in respected media outlets, it can help to enhance your credibility and position your brand as a thought leader in your industry.


Improved lead generation: By creating targeted content that appeals to your target market, you can generate high-quality leads that are more likely to convert into customers.

Greater efficiency: Leveraging media audience can be a more efficient way to reach your target market than traditional marketing channels, as you can focus on a highly targeted group of potential customers. 

To access the benefits of leveraging media audience effectively, B2B companies must take a strategic approach that aligns with their business goals. Here are five key steps to follow to achieve that.

Identify the right media outlets

The first step is to identify the media outlets that your target market is most likely to consume. This can include trade publications, industry-specific websites, social media channels, and podcasts. By understanding where your target audience spends their time, you can make informed decisions about which media outlets to prioritise.

For example, in the startup and tech space, media brands such as Techpoint Africa have, over the years, gained considerable reach as they cover stories unique to that space and also host events that bring people in the tech and startup ecosystem together.

Interestingly, Techpoint Africa also offers sponsored content programmes that allow B2B companies to create and promote custom content to their target audience. Like Techpoint Africa, there are many other media outlets out there for your brand to leverage in its B2B growth direction and objectives.

Create targeted content

Once you have identified the media outlets to focus on, the next step is to create content that resonates with your target audience. This can include thought leadership articles, guest blog posts, case studies, and whitepapers. The goal is to create content that provides value for your target market and positions your brand as an industry expert.

To create this kind of content, first, you should conduct research to understand your target audience's pain points, challenges, and interests. This can include analysing industry trends, conducting surveys and focus groups, and engaging with customers on social media.

By using this information to inform your content creation process, you can create content that resonates with your target audience and meet their needs. Additionally, you should aim to create content that aligns with the editorial focus of the media outlets your brand is targeting. By doing so, you can increase your chances of getting your content published and shared by these outlets, which can result in increased exposure and growth opportunities.

Build relationships with media outlets

To maximise the impact of your media audience strategy, it's important to build relationships with the media outlets you are targeting. This can include pitching content ideas, participating in interviews, and engaging with journalists and editors on social media.

You can also participate in relevant industry events hosted by media brands or organise bespoke events in partnership with select media brands. By building solid relationships with media outlets, you can increase your chances of getting your content in front of the right people.

Measure and optimise

As with any marketing strategy, it's important to measure the effectiveness of your media audience efforts and make adjustments as needed. This can include tracking website traffic, lead generation, social media engagement, and other key metrics. By regularly reviewing your results and optimising your approach, you can ensure you get the most out of your media audience strategy.

Summarily, maximising the media audience can be a highly effective strategy for B2B companies looking to reach their target market more effectively. By identifying the right media outlets, creating targeted content, building relationships, and measuring and optimising your approach, you can reap the benefits of this powerful marketing strategy.

To get more information on how to leverage Techpoint Africa's offerings to reach your target audience, contact [email protected].

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