Why trade journalists still matter for construction marketing

In an increasingly digital world where there is more information available to decision makers than ever before, there can be a tendency to assume that trade journalism no longer holds the importance it once did. However, this is far from the truth.

Leading trade publications have a crucial role to play in filtering and validating the information that industry professionals receive as well as providing a platform to explore important developments and showcase innovation.

Trade publications are a trusted source of information

Previous research in construction has shown that industry publications are among the most trusted sources of information and a wide range of professionals seek out news and insight from these outlets. This includes architects, engineers, contractors and clients.

There is a good reason for this. The journalists and editors that work for these publications apply editorial rigour to the stories and information they publish based on, in some cases, decades of experience and sector knowledge.

This means audiences can trust what they see, in contrast to more general digital channels, and especially social media, where information must be carefully evaluated and checked – something that can be difficult to achieve.

We know from experience with our own clients that trade journalists are often the first ones to ask the technical questions when a new product launches and are always keen to delve into the details of a new innovation. If a product doesn’t live up to the hype, you won’t see it featured in their publication.

Construction trade publications shape industry narratives

Trade publications do more than just provide a trustworthy source of information; they have an important role in directing the conversation on key issues.

Journalist and editors will often identify developing trends and key knowledge gaps in their sector, then seek out enlightening points of view on the subject. Brands that can be part of this and lend their own perspective to the discourse can demonstrate their leadership on an issue and ensure they stay relevant and visible in a changing landscape.

Trade publications do this in a multitude of ways and have evolved and branched out beyond the traditional magazines and online news. This includes trade exhibitions and seminars, webinars, CPDs, video reviews and specifiers’ guides.

All of these offer new opportunities for brands to engage with the audience but are always framed and validated by a trusted industry name.

Coverage in trade publications strengthens your other comms

When managed well, trade coverage can strengthen a construction brand’s entire communications mix.

Consistent mentions in respected industry outlets create authoritative content that can be repurposed across PR, digital, sales and social, helping every channel tell a clearer, more aligned story.

It also enables teams to work more effectively. Sales gain credible third-party material to share, digital teams benefit from strong content that boosts campaigns, and social channels perform better with externally validated stories.

How do construction brands build a presence in trade publications?

One of the most effective paths for building a meaningful presence in trade publications as part of marketing strategy in the construction industry is to partner with an experienced construction industry PR specialist.

For example, at CIB we have over 40 years’ experience of working with leading trade publications and have fostered relationships with journalists and editors across every sector.

This means that we can help ensure our clients are consistently represented and when they bring a new innovation to the market, trade press can be a core part of the launch.

Our media relations expertise has also helped us achieve coverage that promotes the key messaging of clients, as we did for Forbo Flooring to celebrate the 100-year anniversary of its Nuway product.

Ensure your construction brand is part of the narrative with CIB

Coverage in trade publications establishes your brand as an authority in your niche, boosts credibility across all digital channels, and ultimately, increases the chances of your products being specified and your services being booked. It also has a crucial role in ensuring visibility in the age of AI search.

Contact our expert team to find out how we can help keep your brand visible to industry decision makers.